International Rescue Committee

Domestic Violence Think-In

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Challenge

Violence against women is one of the most widespread human-rights abuses around the world. One out of every three women worldwide will be physically, emotionally or sexually abused in her lifetime. The International Rescue Committee (IRC) wanted to bring awareness in a way that would cut through the clutter and numbness that the public has accepted. They wanted this issue to stand out in a way never seen before.

Strategy

The IRC, gyro and Hyper Island launched the collaborative social media project The Domestic Violence Think-In. Nearly 450 of the industry's brightest minds gathered at Hyper Island for four days in Sweden, to create ideas on how to raise awareness about this neglected humanitarian crisis.

Idea

Change the World. Stop Domestic Violence.

Making It Relevant

Social media and engagement were key to making The Domestic Violence Think-In a success. The students asked for the public's thoughts at www.ircthinkin.com. They used Twitter (hashtag #ircthinkin), www.facebook.com/ircthinkin and the video-sharing application www.viddy.com to share what they learned and solicit feedback.

Results

The project yielded dozens of remarkable ideas, which are at www.ircthinkin.com for the world to see, share and take action on. A number of the ideas are also currently being considered for development for an upcoming IRC campaign. Furthermore, The Domestic Violence Think-In received wide media coverage in Forbes, MediaPost, Yahoo! News, Incentive magazine, Successful Meetings, Little Black Book and CBS MoneyWatch. The IRC Think-In Facebook page received almost 300 likes, and #ircthinkin was tweeted more than 1,000 times.