Co-Designing an Inclusive Campaign for 16 Days of Activism

The United Nations in Bhutan organized a three-day workshop aimed at enhancing Bhutan’s 16 Days of Activism against Gender-Based Violence (GBV) campaign. 

Led by the UN Communications Group (UNCG), with technical support by UN Population Fund (UNFPA), in collaboration with the Journalists’ Association of Bhutan (JAB), the workshop brought together key voices from the media, social media influencers, and the LGBTIQ community to co-design an inclusive, impactful campaign that addresses the realities of all Bhutanese—especially the most vulnerable.

The 16 Days of Activism, a global campaign that runs annually from November 25, starting with the International Day for the Elimination of Violence Against Women and concluding on December 10 with Human Rights Day, seeks to raise awareness and inspire action to end violence against women and girls. In Bhutan, past campaigns have had significant impacts, however, recognizing the need for more inclusivity, diversity, and wider reach, this workshop was held to address these gaps and design a stronger, more representative campaign for 2024.

Speaking at the opening of the workshop, the Head of Office, UN Resident Coordinator’s Office of the UN in Bhutan, Timothy Wilson, emphasized three approaches while designing the campaign: “Rise, Think, and Smile”. He stressed that there is a need to draw attention to the prevalence of violence, its impacts, and the importance of advocacy for change.

“This year’s campaign is about making sure that every voice is heard—whether it is from the mainstream media, social media influencers, the LGBTIQ community, or marginalized groups that face unique challenges,” said Timothy Wilson. “By working together, we can ensure that the 16 Days of Activism speaks to all Bhutanese people and mobilizes the widest possible support.”

The workshop was attended by 55 participants, including the members of the UNCG. 

Phuntsho Wangyel, Head of UNFPA’s Office, emphasized the organization's commitment to seeking collaboration and partnerships with the media. “I’m here because I passionately believe in rights and choices, and we at UNFPA recognize the vital role individuals play as agents of change capable of transforming societies today,” he stated. “We cannot achieve this alone; we need your support, the media. The way we consume news and information has evolved, and so has the speed of that consumption. Therefore, engaging with you is crucial.”

UNFPA led sessions on ethical reporting of GBV and child protection, highlighting legal frameworks and responsible use of data from the Bhutan Prevalence Survey and NHS 2023. Discussions covered ethical representation of GBV, Bhutan’s declining fertility rates, aging population trends, and the need for comprehensive SRHR services. The NHS 2023 revealed that 44% of women aged 15-49 still view violence as normal, reflecting deep-rooted societal attitudes. Media professionals, social media influencers, the LGBTIQ community, civil society, and government agencies shared insights on addressing GBV and engaging diverse populations.

On the final day of the workshop, participants collaborated in breakout groups to design tailored media campaigns for print, broadcast, and social media, each aimed at resonating with specific target audiences. The print media group developed story ideas featuring interviews with GBV survivors, local data, and expert opinions. The broadcast media team created scripts for public service announcements and planned radio talk shows and TV panel discussions. Social media influencers designed a content calendar featuring memes, TikTok challenges, and Instagram Lives to engage younger audiences with inclusive messaging. The workshop concluded with participants presenting their campaign ideas, which will be integrated into a unified action plan for Bhutan's 16 Days of Activism, launching on November 25, coinciding with the International Day for the Elimination of Violence Against Women.

This collaborative initiative marks a crucial step in shaping the 16 Days of Activism campaign into a more inclusive and powerful movement in 2024. By engaging Bhutanese across all sectors, from journalists to influencers and policymaker, the campaign seeks to amplify the voices of marginalized groups and ensure their stories are heard. Through this collaborative effort, the campaign aspires to drive lasting change and contribute to ending gender-based violence in Bhutan.