MOHR – Reels for Rights

Objective Create Awareness And Engage Audience Around Digital-First Film Festival And To Break Stereotypes And Cultural Biases On Human Rights

To effectively engage the people confined to their homes during the pandemic on critical human rights issues in Pakistan, and to challenge stereotypes and cultural biases on social media platforms through active dialogue.

12 Films & 3 Webinar Panel Discussions

1.53 Million

Video Views

7.3 Million

Reach

13 Million

Impressions

Challenge Lock Down Disrupted Human Connections Leaving Marginalized Sector Vulnerable

Drive Awareness Through Social Channels To People Forced To Stay Home

As lockdown and restrictive measures were implemented to curb the spread of the coronavirus, it disrupted normal life, which created hurdle in fostering human connections around the social issues pertaining the most vulnerable and marginalized groups of the society. The biggest challenge was to drive awareness through social channels to people forced to stay home – stay limited

Strategy Created Awareness On Social Issues Through Showcasing First Ever Digital Film Festival & Hosting Inclusive Dialogue On Sensitive Human Rights Issues

In order to understand basic human rights issues in Pakistan, MOHR in collaboration with Sharmeen Obaid Chinoy, hosted a Digital film festival to create awareness during lock down when people were forced to stay home to think openly and explore various perspectives rather than staying confined. Films & documentaries were used as an opportunity to promote child rights, elderly rights, minority rights, women’s right, rights of prisoners and other vulnerable & marginalized groups in Pakistan.

The Festival conducted various panel discussions to develop an expansive and inclusive dialogue on human rights in Pakistan. Utilizing Facebook video premiere and Zoom Webinar which were hosted live on Facebook to create a media push along with strong PR Influencer Plan.

Result The 21-Day Festival Gained 1.53Million Video Views On Digital Films

It created cross-cultural understanding and stimulated discussions on national human rights issues, also encouraged and facilitated engagement between the public, civil society, students, academics, artists, filmmakers, human rights defenders, government officials and international community.

The festival gained 1.53 Million Video Views and massive reach of 7.3 Million along with 13 million impression across social media platforms. Additionally, created talkability around the issues highlighted in films and documentaries through a conversational campaign on Twitter highlighting importance of creating awareness on the neglected issues, through a campaign hashtag #ReelsForRights