Amplifying Awareness on Technology-Facilitated Gender-Based Violence Through High-Impact Digital Campaigns
Client: UNFPA
Overview
During the 16 Days of Activism (Nov–Dec 2025), Sparkom led UNFPA’s digital and influencer-driven awareness campaign addressing technology-facilitated gender-based violence (TF-GBV)—a rapidly emerging issue affecting women and girls online.
The campaign aimed to spark national dialogue, engage Gen Z audiences, and raise awareness on online abuse, digital harassment, and reporting mechanisms, using culturally relevant, platform-native content. By combining storytelling, influencer engagement, and targeted digital advertising, the campaign transformed a complex and sensitive issue into accessible, shareable conversations across social media.
Our Approach
Sparkom designed a creative-led, digitally amplified campaign, implemented in collaboration with Human Design Studios, focusing on relevance, relatability, and reach:
- Flagship DVC: Produced a powerful digital video featuring legendary artist Laila Zuberi alongside Gen Z influencer Ghania Waqar, bridging generational perspectives on digital violence and online safety.
- Short-Form & Interactive Content: Developed four high-engagement Reels, including Gen Z discussions, a UNFPA representative engaging young girls, a father-daughter conversation, TikTok-style “Yes/No” silent formats, and peer-to-peer dialogues encouraging action against online abuse.
- Influencer-Led Engagement: Collaborated with renowned influencers Umer Saleem and Faiza Qayyum, along with eight additional digital creators, using humor-driven and conversational formats to attract attention and normalize discussion around digital violence.
- Paid Digital Activation: Ran Meta Ads with precise audience targeting, amplifying reach, driving engagement, and ensuring content visibility during peak campaign days.
- Behavior-Focused Storytelling: Applied SBCC principles to encourage reflection, dialogue, and reporting behavior—moving beyond awareness to participation.
Impact
- Digital Reach: Achieved 3.5 million+ digital outreach across platforms during the campaign period.
- Massive Engagement: Generated widespread interaction, including comments, shares, debates, and peer-to-peer discussions on TF-GBV.
- Influencer Impact: Influencer-led content significantly increased reach among Gen Z and young digital audiences, driving relatability and content virality.
- Public Discourse: Successfully brought technology-facilitated gender-based violence into mainstream online conversations during the 16 Days of Activism.
- Campaign Visibility: Strengthened UNFPA’s digital presence and leadership on gender, protection, and online safety issues.
This campaign demonstrates Sparkom’s ability to translate sensitive social issues into compelling digital narratives, leveraging influencers, short-form video, and targeted advertising to drive large-scale awareness, engagement, and meaningful online discourse.