Building Digital Dignity Through Trusted Voices

Digital Advocacy & Behaviour Change Communication

Partners

Year

2025

Cirrus designed and implemented a nationwide influencer-led campaign under UNDP and FCDO’s PLEDGE programme to address tech-facilitated gender-based violence, online harassment, and digital harm. The campaign translated complex digital safety issues into human, relatable narratives through trusted creators across Pakistan.

Approach

The campaign applied behaviour change communication principles through authentic, influencer-driven storytelling. Cirrus curated a diverse mix of mega, macro, and micro influencers and developed tailored creative briefs that aligned personal voice with campaign objectives. Dissemination was strategically phased around global observance days to sustain relevance and engagement.

Impact

Digital safety awareness amplified at scale

Enabled large-scale public engagement on TFGBV, online harassment, and misinformation through culturally resonant, influencer-led narratives.

Youth and women meaningfully engaged

Reached and resonated strongly with youth and women audiences by embedding digital dignity, empathy, and accountability into platform-native content.

Cost-efficient advocacy model demonstrated

Established an efficient influencer engagement framework that achieved strong reach and engagement while remaining well below industry cost benchmarks.