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Social Media Campaign toEnd Child Marriage
Purpose
Activity
dissemination
Publication
on studies
Raise
awareness
Campaign medium
fanpage
Facebook fanpage Rumah KitaB
>1.920 fansOn November 2015
www.facebook.com/rumahkitab
Content Types
InfographicVisual
illustration
Shared link
Forced
Marriage
Researcher:
Mukti Ali, Banten
Summary
944 people reached
37 times liked
7 times commented
3 times shared
There was slightly negative
feedback; 2 people hid this post
from their Facebook timeline.
In general, for starter, this
campaign had successfully
reached a wide range of people.
Girls’ rights toeducation
Researcher:Roland Gunawan, Madura
2.432 people reached
(second highest reach)
112 times liked
16 times commented
19 times shared
No negative feedback
Summary
Best practice has a great performance
Data manipulation
Researcher:
Anis Fuaddah
Lamongan, East Java
682 people reached
23 times liked
1 time commented
4 times shared
No negative feedback
Summary
Data digging
Researcher:
Fadilla
Makassar, Sulawesi Selatan
206 people reached
(lowest)
13 times liked
0 comment
1 time shared
No negative feedback
Infographic tends
to be tricky
Summary
Judges’ roles in interpreting law
Researchers:Lies Marcoes & Fadilla Makassar, South Sulawesi
473 people reached
24 times liked
1 time commented
2 times shared
No negative feedback
Summary
Social “Panic”
Researcher:
Nurhady Sirimorok
Makassar, South Sulawesi
483 people reached
25 times liked
3 times commented
5 times shared
No negative feedback
Summary
On June 2015, Constitutional Court
decided to reject judicial review on
Marriage Law 1974 to raise minimum
age of marriage for women from 16 to
18 years old, with only one judge who
had dissenting opinion.
Constitutional
Court’s
Rejection on
Judicial
Review
5.472 people reached
(highest reach)
127 times liked
17 times commented
32 times shared
Negative feedback:
3 people hid the post
Raising a most-
debated topic gained
most engagement
Summary
Fans demography
Rumah KitaB’s other social media accounts
Twitter LinkedIn
SlideShare
Google TrendsPer November 2015
• Indonesia has not have any keyword that directly points out child marriage issue
Insight
To raise awareness on child marriage, we can use
the existing keyword, such as “pernikahan dini”
or “kawin anak” and shift the current meaning
(television series) into child marriage practice
happens in Indonesia.
Twitter trendsPer November 2015
• The traffic and conversation of child marriage in Twitter have been massive
Insight
To gain more attention and conversation, use
#EndChildMarriage and in English for
campaign in Twitter
Rumah KitaB’s website
www.rumahkitab.com
Since it has been launched on May
2015, Rumah KitaB’s website has
reached 10,374 views
(per November 2015)
On October, Rumah KitaB website
reached the highest views, 2.651.
Most visitors were searching for religious-
based articles, Rumah KitaB’s networks
on pesantren (Islamic boarding school),
and research products (books, policy
papers, etc).
On September 2015, Rumah
KitaB’s website has been hacked
by someone who has opposed
view from Rumah KitaB.
Conclusion Strategy
• 30% of Rumah KitaB’s fans
speak English.
• A post that highlights
methodology gains less
engagement.
• This campaign has been
successful in reaching out to a
vast network, both
institutions and individuals.
• Rumah KitaB has attracted
those who have opposed
views from our institution.
• Expanding audience by using
Facebook ads.
• Using dual language (English and
Indonesian)
• Increasing posts that related to
best practice and real-time
situations.
• Sharing posts from other pages
that have similar concern with
Rumah KitaB
• Conducting a digital research
