Badilika (change) Campaign

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The Badilika (Change) Campaign was a collaborative online and physical advocacy initiative launched during the 16 Days of Activism Against Gender-Based Violence (GBV). The campaign sought to address the alarmingly high rates of GBV in Mombasa, Kenya, by raising awareness, educating the public, and fostering dialogue and behavior change around GBV. This initiative was a collaborative effort between four Community-Based Organizations (CBOs): Impact 4 Youth Kenya, KESCO, SEYA Youth and EPIC Youth Organization. The campaign used a hybrid approach, combining online engagement through Twitter Spaces and chats, as well as physical activities, to engage diverse audiences in the fight against GBV.

The overarching goal of the Badilika Campaign was to raise awareness, foster behavior change, and cultivate the culture of reporting GBV cases. The specific objectives included; Educate the public about the causes, forms, and consequences of GBV, promoting dialogue on GBV through social media platforms and physical engagements, amplifying key messages and hashtags during the 16 Days of Activism and Encouraging behavior change and community accountability in preventing GBV.

The campaign employed a mix of online and offline strategies to achieve its objectives such as a series of twitter space discussions were hosted, featuring experts, activists, stakeholders, including CBO representatives, community leaders, and youth advocates sharing their insights on GBV. Some of the topics covered included:

•  The root causes of GBV in Mombasa.

•  How cultural and societal norms perpetuate violence.

•  Practical steps communities can take to prevent GBV.

Digital Campaign Overview of the online performance used these three platforms Twitter, Instagram and Facebook leading to a total  reach of 29,523 people.

• Twitter Reach: 22,298 individuals (75.53%) – the most effective platform.

• Instagram Reach: 4,308 individuals (14.59%).

• Facebook Reach: 2,917 individuals (9.88%).

Activities conducted included daily tweets and posts across platforms from the first to the final day of the campaign.The key hashtags used were #BadilikaNow, #BadilikaCampaign, #StopViolenceStartChange, #16DaysOfActivism. Posters and videos were shared to debunk myths, educate the public on seeking help, and raise GBV awareness, with content themes such as:

• What is GBV?

• Recognizing signs of abuse.

• Legal Frameworks Protecting Survivors in Kenya.

• How to support survivors and report cases.

• Taking action against GBV.

The campaign hosted 2 in-person community dialogues in various parts of Mombasa, targeting youth, women, and community leaders. Topics discussed included:

• The cultural and societal factors fueling GBV.

• The role of men and boys in preventing violence.

• Support systems for survivors.

The campaign showcased the power of digital platforms in promoting awareness and advocacy, leveraging consistent engagement to amplify its message. By combining social media tools and strategic communication, the initiative contributed to the global efforts to address GBV, highlighting the importance of collective action in driving social change.

Physical Impact

Over 110 individuals are directly engaged through community dialogues and street awareness drives. The campaign also strengthened the collaboration of the 4 CBOs, building a foundation for future joint initiatives. Participants in community dialogues expressed increased awareness of GBV and commitment to taking action in their communities. Survivors who attended the dialogues shared that they felt empowered to seek help.

 Challenges

1.    The campaign faced financial constraints, which limited the scale of some activities, such as producing more branded materials or hosting additional physical events.

2.    Some target audiences were unable to participate in the online activities due to limited access to stable internet.

Lessons Learned

1.    The partnership among the four CBOs enhanced the campaign’s reach and impact. Future campaigns should continue to prioritize collective efforts.

2.    Combining online and physical activities ensured that the campaign reached diverse audiences. This strategy should be replicated in future initiatives.

3.    Involving local influencers and youth leaders in the campaign amplified the message and increased community buy-in.

4.    Campaigns addressing sensitive issues like GBV require sustained engagement beyond the 16 Days of Activism to achieve lasting behavior change.

Recommendations

1.      Seek additional funding to expand the campaign and reach more communities.

2.    While Twitter was effective, incorporating other platforms like Facebook, Instagram, and WhatsApp could increase engagement.

3.    The partnership among Impact 4 Youth, KESCO, SEYA, and EPIC Youth Organization should continue to build on the momentum of the campaign.

4.    Design more grassroots activities that directly involve community members in addressing GBV.

5.    Implement programs targeting men and boys to address toxic masculinity and promote their role in preventing GBV.

The Badilika Campaign was a resounding success in addressing GBV in Mombasa during the 16 Days of Activism Against GBV. By combining online and physical activities, the campaign engaged thousands of people, fostering dialogue, raising awareness, and inspiring behavior change.

This initiative demonstrated the power of collaboration and the importance of integrating innovative approaches to address complex social issues like GBV. The lessons learned from this campaign will inform future efforts to create safer, more equitable communities in Mombasa and beyond.