ProblemIn recent years, online platforms including Facebook have faced a number of highly complex challenges in relation to user behaviour in Myanmar. These challenges are inter-connected and, in many cases, underpinned and exacerbated by wider political, socio-cultural, economic and technological challenges. The challenge of identifying which negative behaviours are the most important problems to prioritise and tackle is also complicated by low levels of digital literacy and growing acceptance of negative online behaviour.
ApproachIn 2019, Love Frankie partnered with Facebook on a national multi-layered program in Myanmar to improve platform literacy and promote positive online behaviour in an effort to tackle hate speech and bullying on the platform. The program will centre around the design and coordination of localized online and offline initiatives, each targeting a specific audience on key issues, while using the local creative community as a vehicle to drive key messages home. The campaign is deeply rooted in and informed by an in-depth mixed-method research phase including expert consultations, social media analysis, ethnographic observation, in-depth interviews, focus groups, concept testing and co-creation.
ImpactProject is ongoing through 2020. Anticipated Impact: Engage 12,000 people directly on the ground in 12 rural townships through 100 community theatre performances around digital literacy modules. Work with 15 of Myanmar’s most talented artists to reach 300,000 people through art with messages of online positivity and kindness. The 'Tea Talks' event series will soon be kicked off throughout the country with 10 CSOs spending one day a month teaching others about digital literacy, reaching 300 people per month. Supporting digital content will be produced and disseminated in partnership with local creators and influencers to engage the broader public on key digital citizenship issues.
ServicesQualitative research, campaign strategy development and delivery, strategic partner engagement