Through the Nielsen Cares global volunteering program, our associates mobilize Nielsen’s data, expertise and their own skills to positively affect the communities where they live and work around the world. Recently a Canadian associate, Gabriel Moreau, client manager, worked with members of Nielsen’s Advertising Effectiveness team to take on the task of leveraging Nielsen consumer research capabilities through skills-based volunteering to assist e2– Equality Effect with understanding the impact of its 160 Girls campaign in Kenya.
e2 is a Canadian-based charitable organization that uses human rights law to improve the lives of women and girls in Africa and around the world. The organization initiates innovative legal and constitutional challenges while also supporting grassroots education, law reform, test case litigation and outreach.
2013年、ケニアの高等法院の判決は、少女をレイプから守るための新たな基準を設定し、国際的に少女の権利のための法的歴史を作った。160人の少女たち」公開法教育プログラムの目標は、地域社会の人々を訓練することである。ニールセンについて 、「160人の少女たち」判決の意義を理解し、地域社会の人々が堕落の訴えを効果的に調査する責任を警察に問えるように、必要な法的知識を提供する。また、少女に対する暴力に対する加害者の説明責任を高めることも目的としている。
“Measuring the impact of human rights law has proved elusive for human rights practitioners over the years; evaluating the concrete value of an abstract legal concept like human rights has been an ongoing challenge,” said Fiona Sampson, CEO of the Equality Effect. “Working with Nielsen, and having the benefit of Gabriel Moreau’s leadership, e² has been able to fill a critical gap in the practice of social justice law by developing measurement tools and analyses that allow us to understand the impact the 160 Girls project is having on the ground, addressing the climate of impunity for rape. The inclusive and creative approach provided by Gabriel and the Nielsen team to measuring and evaluating the impact of 160 Girls has been invaluable—we are hugely grateful for this support.”
For Gabriel, working on this project was an opportunity to leverage his skills and expertise in a new context and create social value in another part of the world while making use of the Dedicated Volunteer TIme Nielsen associates have available to them. Gabriel used our unique survey capabilities to provide actionable insights around e2/160 Girls’ recent marketing campaign and delivered an in-depth analysis that measured the reach and resonance of this campaign to all Kenyans.
“Nielsen is in a unique position in its ability to support not-for-profits globally with our time and expertise,” said Gabriel. “Leading the e2/160 Girls project, not only was I able to offer my personal time to support an amazing organization, I was able to provide them with valuable insights on the overall impact of their campaign. This work played a key role in the recent selection of The Equality Effect as a best practice in the elimination of discrimination against women by the UN Human Rights Council.”
ニールセンのビジネスは、地域社会が健全であってこそ成り立つものです。ガブリエルのようなアソシエイトの時間と献身によって、私たちのアソシエイトはニールセン・ケアを通じて、ニールセンのデータと消費者インサイトの専門知識の広さと深さを活用し、私たちが生活し働く市場で最も大きな社会的課題の解決に貢献するプロジェクトに取り組むことができます。
写真クレジット：e2と160 Girls Project。
