Empowering Advocacy:
Mapping the Feminist Activist Landscape
Human Rights Organization
Social Affairs
Marketing
Human Resources
To identify and understand current and potential audiences interested in feminism and the fight against femicides, enabling an International Organization to effectively tailor its communication to attract and mobilize new activists.
CHALLENGE
Activism surrounding femicides has gained global prominence in recent years, with Mexico playing a significant role due to its high incidence rates. However, despite the alarming number of cases, active participation in the country remains low, driven by both misinformation and a lack of representation.
This international organization aims to increase social engagement and create a long-term impact that transforms Mexico into a nation more aware of and committed to addressing this issue.
APPROACH
As an initial approach, three key objectives were identified:
1. Understand the current profile of activists in Mexico.
2. Establish direct connections with those affected by this issue, who are also beneficiaries of the movement.
3. Broaden the activist profile to enhance representation in alignment with the project’s needs.
To gain an in-depth understanding of the audience and identify activists in Mexico, we conducted qualitative research using anthropological and behavioral economics techniques across four key states.
This study revealed five archetypes that helped define activist and donor profiles based on their interests, motivations, barriers, and engagement levels. These insights guided tailored communication strategies to attract new groups, including allies, vulnerable communities, and supporters in creative, technical, or logistical roles.
RESULTS
The research revealed that distrust in organizations and lack of transparency pose significant barriers, along with limited outreach and the challenge of attracting audiences beyond the activist circle. To overcome these challenges, raising awareness and mobilizing society is crucial. The general recommendation was to implement inclusive strategies to build trust and attract new activists and donors.
This approach aimed to strengthen trust, promote transparency in resource use, and highlight human rights achievements, diversifying outreach through tailored plans for each identified profile and their specific needs.
Following the implementation of the suggested strategy, the organization successfully increased participation, as reflected in a significant rise in the number of activist signatures and active donors.
