Once the online course was launched, so was a digital campaign across the Father A Nation social media channels, comprising of Facebook, Instagram and Twitter.
The content featured powerfully bold headlines as well as 15-50 second “teaser” videos with excerpts from the online course itself. All the communication was geared towards challenging men to “Step up by signing up” by proclaiming that “This is OUR Fight.” In other words, this is a battle that men need to fight, men started it and men need to end it. The campaign hashtag #HonouringWomen underpinned all the communication, as men were being called to stand up for the women of the nation in honour of Women’s Month.
This social media campaign ran from 7 August – 31 August 2020, and received 787 total course enrolments, over 1.1 million impressions, over 150 000 post engagements, over 500 000 video views, over 8 000 link clicks, 3 750 Facebook reactions, 497 shares, 45 Facebook saves and 110 comments.