#MeToo Campaign & Learnings
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The #MeToo movement, initiated by Tarana Burke in 2007, gained widespread attention on October 15, 2017, when Alyssa Milano encouraged followers to share their experiences of sexual harassment and assault. The campaign quickly went viral, resulting in over 12 million posts on Facebook and nearly 1.6 million tweets within a week, with significant global participation and support from both men and women. The movement highlighted the power of social media and influencers in facilitating a collective voice against sexual violence.
#MeToo Campaign & Learnings
- 1. How did it start • Tarana Burke, an activist and sexual assault survivor, has been empowering young women through ‘Me Too’ since 2007 • Tarana’s efforts for awareness were brought to the forefront when On Oct 15, 2017 Alyssa Milano, an American actress, activist, producer and former singer, urged her followers to reply to her tweet with ‘Me Too’ if they had ever been sexually violated or harassed • Alyssa’s tweet originated at 4:21 PM on Sunday, October 15 and in 36 hrs her tweet had received over 22k retweets and 60k replies.
- 2. How it went viral • On Sunday October 15 at 12pm there were 295 mentions of #MeToo on Twitter and at 10pm there were over 83k mentions • The campaign gathered over 12 million posts and reactions on Facebook in the first 24 hours and was tweeted about nearly 1.6 million times within a span of a week
- 3. Mega celebrities joined in
- 4. It went global The voices of #MeToo are global. While 56% of the conversation was driven from the US, it also took off in countries like South Africa, India, and Mexico
- 5. Men also joined in • It’s not just women who were talking about it, men also chimed in on their experiences as well and offering support. • Between October 11-17 there has been 1.2M mentions of #MeToo by 950k users. • Roughly 70% of the people talking about #MeToo are women, which means the other 30% of the mentions are coming from men
- 8. Context is King 2017 will be remembered as the year of #MeToo, a watershed moment when women came together to support each other online in breaking their silence about sexual harassment and assault Learnings Influencers are king makers Me Too campaign was there more than 7 years but took off only after Alyssa Milano tweeted in support. Then it took a life of its own. Influencer credibility & relevance can make or break That the catalyst influencer was women, belonged to the same industry where recent scandal was breaking and by tweeting she admitted to her own victimization gave the campaign the wings it needed Find a generic narrative which resonates with TG #MeToo narrative was simple but very powerful – You are not alone, I have been there, and I hear you – connecting it with the psyche of TG to the levels not seen since Arab Spring movement in 2012 People will speak, no matter what The combination of simplified smart phones, dirt cheap data connections and social media have removed various barriers to expression of self – technology, identity, lack of community & support systems – hence people can come out in hoards for something they feel for. #MeToo was about a social problem, next can be a company related issue