Our Partnership

VidMob has created 7 videos for Equality Now. Our creator community has serviced videos targeting each of Equality Now’s four issue areas: achieve legal equality, end sexual violence, end sex trafficking, and end harmful practices. Most recently, the VidMob creators provided pro-bono services to bolster awareness about the Maputo Protocol— the leading human rights instrument established by the African Union.While Equality Now’s supporter base has been chiefly concentrated in the United States and the United Kingdom, they are expanding their efforts to engage directly with women in the countries where they work. Beyond merely raising awareness for the Maputo Protocol, the primary impact goal was to increase Equality Now’s email-able database in Africa.

The Result

The VidMob creators opted for short-form ticker videos with consistent formatting in order to highlight the countries that are being urged to ratify and implement the protocol. The video is also centered on the bold pledge to support women’s rights across Africa. Our video has been circulated across 20 countries in Africa — with a total reach of 238,673 people. Through this video campaign, Equality Now has been able to amass 2,347 new female supporters across Tanzania, Benin, and 18 other countries as they continue to send informative links to women about human rights charters and legal resources.At VidMob, we recognize that the videos we service are all about voices: translating them, amplifying them and broadcasting them. The Equality Now initiative sought to empower African women to voice their concerns and access their legal resources, instead of having American or European actors speak on their behalf. It disrupts the narrative that African women are in need of ‘saviours’ and challenges them to vocalize the needs of their communities.