By: Smita Gaith, Women Deliver
A popular campaign that was conceived, developed, and implemented in Mexico is working to bridge divides between religion and rights using social media. In particular, the campaign works to inform the public debate on the role of the Catholic Church in Mexican society, in regards to Catholic teachings and human rights of women and youth, Church hierarchy and Catholic traditions.
The campaign is called ¿Quieres una mejor Iglesia? (“Do you want a better church?”), and it is run by Catholicas Por El Derecho a Decidir (CDD), a pro-choice Catholic group based in Mexico. The campaign series addresses several themes, including discrimination against women, contraceptive use, abortion, sexuality and gender, women at work, homophobia, child sexual abuse, and church intervention in elections. The group is also bringing awareness to gaps between popular opinion and what the Catholic Church hierarchy dictates, on many subjects.
CDD launched their now-popular education campaign on International Women’s Day, March 8, 2012. It was picked up by Televisa, the largest media conglomerate in Latin America, and debuted on a popular morning show. Every Thursday, an episode from the series aired, with the final episode showing on July 5, 2012. Now, a second series is in the works.
CDD utilized many social media platforms to tremendously increase its outreach through the PSA series. For example, through their own website, YouTube account, and Facebook account, the total series has been viewed 750,000 times, in addition to the television views. The most viewed episode, “Joy and Hope,” which discussed contraception, was viewed than 150,000 times (below).
Between May 28 and July 4, 2012, the Facebook page received more than 35,000 new followers, and more than 3,800 comments. They now have more than 102,000 Facebook followers. More than half of these followers are women, and they reside in countries around the world, including the US, Argentina, Spain, the UK, Italy, Colombia, The Philippines, Honduras, and Brazil.
For more information about the series please click here (Spanish). The series is available on CDD’s YouTube Channel, with English subtitles.