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，肯尼亚高等法院的一项判决为保护女童免遭强奸制定了新的标准，从而创造了女童权利的国际法律历史。160 名女孩 "公共法律教育计划的目标是对社区成员进行培训，使其了解 "160 名女孩 "法院判决的意义，并提供必要的法律知识，使社区成员能够追究警方的责任，有效调查污辱指控。该计划还旨在加强施暴者对暴力侵害女童行为的责任追究。
“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.”
只有我们的社区健康，我们的业务才能健康发展--无论是在我们自己的后院，还是在世界各地。通过像加布里埃尔（Gabriel）这样的员工付出的时间和奉献精神，我们的员工能够通过 "尼尔森关爱 "项目，利用尼尔森数据和消费者洞察专业知识的广度和深度，帮助解决我们生活和工作所在市场中的一些最大的社会挑战。
图片来源：e2 和 160 女孩项目。
