UNICEF Germany – Spotting trends, defining the problem and monitoring a campaign’s performance

As UNICEF Germany planned a new campaign denouncing “everyday violence” against children, we analyzed media and social media trends around the issue of children violence. After noticing that most of the media coverage focused on sexual violence, UNICEF Germany has decided to focus on other types of violence that didn’t get enough visibility.

As a result, we built KPIs that reflected this objective, comparing the media debate on sexual violence vs. everyday violence, among other indicators associated to media and social media visibility and partnerships.