Ami Nargis: A Social Media Campaign Redefining Advocacy
The initiative aims to create awareness on social media for the workers in the garment industry on how they may protect themselves and their families from potential health and safety hazards during and after the pandemic. However, there were difficulties in engaging with an audience that lacked the necessary skills to effectively use social media and had a lower level of education. Since it was accessible to the public, it was also of paramount importance to make sure the content was reaching its intended audience. The campaign character “Ami Nargis,” who stands in for the garment workers, was created with these difficulties in mind to guarantee that the messages sent at every point in the campaign are basic and easy to comprehend.
We started our online campaign through Facebook. We directly interacted with garment workers by regularly publishing different news, videos, quizzes, and other communication materials on Facebook. Now we have 18k followers where most of whom are our potential audience, garment workers.
Find more here: Ami Nargis
We optimized our YouTube channel and uploaded all video content of the campaign to our YouTube channel. For example, doctor’s live sessions, Q&A sessions, and other informational videos. So, workers and the general public can easily access any previous content or update about our campaign on YouTube.
The impact of the “Ami Nargis” campaign is best measured by the large numbers it managed to reach and engage. The campaign successfully connected with an approximate of 20 thousands of social media users (Garment Workers), garnering millions of views, likes, and shares. This kind of engagement demonstrates the immense potential of social media as a platform for advocacy and change.