[Wikimediaindia-l] [Re: #KnowWithWiki- Test campaign to raise awareness among Indian youth

Hi All, Hope you had a restful weekend. Thank you for your patience on the response. I thank you for your time and valuable inputs, which I am sure will help aid the design and delivery of our future awareness activities in India. I wanted to reiterate again that this was a test to generate data and learnings. For now I request you to kindly wait for the test findings of both the tests to be synthesized and added on Meta, following which we will host a joint call to share the findings of both experiments- we would like to continue the discussion and also get your feedback/inputs either during the call or on Meta. On the budget, I would like to reiterate that we will not be able to share the details due to the reasons stated before. But we wanted to express that the budget utilized was dedicated to Communications work and not part of grant-making or other Movement investments. The Communications department has applied these funds to 3 initiatives: the South Africa and India tests, and another to support the crisis in Ukraine during this current fiscal year. On your point on engaging communities in the future, I believe the same was addressed in the previous email, quoting the same below for your reference and to stress the importance of the same. Regarding your next question about future campaigns, I assume you are referring to initiatives where we are looking at achieving certain results. As we have in the past, we will continue to inform, engage and involve the communities in ways that suit each project while being mindful of community bandwidth to engage. Thank you for your time and inputs, I kindly request you all to wait for the findings, post which we could continue the discussions and take the feedback. Best, Rachit On Wed, Jun 8, 2022 at 10:08 PM Jayantilal Kothari < jayantilalkkd(a)gmail.com&gt; wrote: > Don't forget fundraising is going on. If funds raised have to be spent > for these kind of work and when asked about expense they will say Non > Disclosure Agreement then what is the point of doing fundraising. > > On Sat, 4 Jun 2022 at 7:52 AM, Ashwin Baindur &lt;ashwin.baindur(a)gmail.com&gt; > wrote: > >> Excellent points from Mr Kothari. This is indeed the main point about >> this campaign. A major campaign is being planned and executed by WMF to >> increase Indian youth involvement in use of Wikipedia without any community >> involvement. >> >> Another thing is communication is a two way street. It's not meant to >> be a one way flow of information based on which community is expected to >> give acceptance to a WMF program and co-operate for an outcome from a >> process where no input or involvement has been sought in the program >> purpose, design, method of execution and results sought. >> >> The community expects to be engaged, their views to be sought, changes >> made in response to the community's concerns, community involved in the >> execution, results informed to the community, post-event feedback taken >> from the community. Then and only then will the program be truly a >> partnership between WMF and community. >> >> User:AshLin >> >> On Sat, 4 Jun, 2022, 6:43 am Jayantilal Kothari, < >> jayantilalkkd(a)gmail.com&gt; wrote: >> >>> Dear Rachit, >>> >>> Nice to meet you and congratulations on the new job! Good to know that >>> there is a movement communications team. >>> >>> Coming back to earlier conversations - you missed the whole point >>> about community inclusion. Communication is a two-way street, right now it >>> is a one-way road. >>> >>> I can understand if the WMF team responsible fr this campaign was >>> clueless about the community presence and interest (or "bandwidth"), but >>> that's not the case. There was an informal request to include the >>> community, this mail thread also exists fr more than 14+ days and you can >>> see my request to include the community. There seems an active attempt to >>> exclude the community consultation even after multiple requests. >>> >>> Your answers to other questions are also super vague, as the campaign >>> is over now - please try to be mre specific in the report at least. >>> Mentioning the amount spent on campaigns is most important to evaluate the >>> effectiveness of the campaign. NDA part can be omitted but share other >>> details. I hope you agree that wmf staff and communities must be held to >>> the same standards. Please include the total budget allocated for this >>> particular campaign in the report. >>> >>> Last simple question/request : >>> >>> Will you make sure that communities/usergroups/affiliates are well >>> informed in advance and that they are included in the planning and >>> execution of the upcoming campaigns? >>> >>> Thanks >>> >>> On Mon, 23 May 2022 at 3:51 PM, Rachit Sharma &lt;rasharma(a)wikimedia.org&gt; >>> wrote: >>> >>>> Dear Jayantilal and Tito, >>>> >>>> I hope all is well. Thank you for your questions and patience, I am >>>> stepping in on behalf of the team to address your inputs. These are based >>>> on inputs collated from different teams working on this test to provide a >>>> consolidated response. >>>> >>>> Firstly, for Jayantilal who I have not had the opportunity to connect >>>> with- I have joined the Foundation in the Movement Communications team with >>>> a focus on South Asia, I am based in New Delhi, India, and here is >>>> my Meta page <https://meta.wikimedia.org/wiki/User:RASharma_(WMF)> >>>> if you would like to know more about me. Secondly, I write this email assuming >>>> good faith >>>> <https://en.wikipedia.org/wiki/Wikipedia:Assume_good_faith>and I am >>>> sure this is the same spirit you have been writing with. >>>> >>>> Thirdly, and before we move to the points, I would like to reiterate >>>> that India is a key location for the Foundation and it is important for us >>>> to understand the tactics to engage our audiences here, especially the >>>> youth. Since I have joined, I have had multiple conversations with >>>> community members and a common emerging theme is to boost our outreach and >>>> awareness activities; and another on the power of engaging young people- >>>> who as we know constitute a large part of our tech-enabled audience and are >>>> knowledge seekers. Support on better communications was also a need >>>> identified in the last Affiliates survey. >>>> <https://meta.wikimedia.org/wiki/Global_Data_and_Insights_Team/Our_Reports/2021_Affiliates_data_survey_report> >>>> >>>> The learnings from this experiment (together with the previous one in >>>> South Africa) are aimed at just that- to help us find pathways to widen our >>>> reach, improve awareness and boost engagement- which I am sure is your >>>> objective as well. >>>> >>>> Moving on to your questions. Yes, we have metrics that we have >>>> developed that will help us understand the learnings (which, to reinforce, >>>> will be shared with the community and are for our collective use). These >>>> include Engagement numbers (comments, sentiments, engagement ratios, >>>> replies, and mentions), growth mapping of our social media engagement >>>> inIndia, traffic referral on Wikipedia, sentiment analysis based on the >>>> engagement we receive and more- all of these help us understand our >>>> audience and their engagement. They are specifically designed to aid us in >>>> campaigns going forward. >>>> >>>> >>>> For this test, we looked at our objectives, target audience and >>>> selected the profiles based on their number of followers, engagement rate, >>>> topics of interest, resonance with our target audience, and region or >>>> language they represent. But most important was their alignment with our >>>> mission and values (we had direct conversations with each of them before we >>>> finalized their engagements). >>>> >>>> >>>> Regarding your next question about future campaigns, I assume you are >>>> referring to initiatives where we are looking at achieving certain results. >>>> As we have in the past, we will continue to inform, engage and involve the >>>> communities in ways that suit each project while being mindful of community >>>> bandwidth to engage. We welcome any suggestions you may have on the same. >>>> >>>> The data collected from the current test will help us understand the >>>> ideal tactics of communication with Indian youth, and as mentioned before- >>>> will also be beneficial for the Indian communities. We will share our >>>> learnings from this test with the community so that they can make use while >>>> planning any potential outreach activities in the country for a similar >>>> target audience. This will be shared on Meta when it is ready. >>>> >>>> >>>> As per the previous email, “our approach is focused on people and >>>> not projects- the test is of an audience and not a project.” This >>>> test uses links to Wikipedia and the content is based on the influencers >>>> target audience. We would also be putting out a content piece that >>>> highlights information about our projects and how all of them support the >>>> Free Knowledge Movement. This answer would satisfy your other question on >>>> language as well. >>>> >>>> >>>> @Tito: The first email >>>> <https://lists.wikimedia.org/hyperkitty/list/wikimediaindia-l@lists.wikimedia.org/message/EZCGAPJD663UU5453ZOB6ICZGLZQ7D5Q/> >>>> to the community with the test details was sent on 28/04/2022 and >>>> the test went live on 05/05/2022. The newspaper article came as a >>>> result of our press release >>>> <https://wikimediafoundation.org/news/2022/05/06/wikimedia-foundation-launches-knowwithwiki-campaign/> >>>> posted on the Foundation website and distributed to Indian media on >>>> 06/05/2022. *(have provided links for your reference and >>>> verification)**.* >>>> >>>> >>>> On community consultation and as stated in the emails before, we >>>> remain mindful of using the community bandwidth while working on any >>>> project. Since this is not a long-term campaign, but a small three-week >>>> test on Instagram, we did not host any formal large-scale community >>>> consultation. >>>> But, as a part of our plan, post the completion of the test, we will >>>> be hosting a conversation to present our findings for both the South Africa >>>> and India tests. As an ideal place to have an open discussion on some >>>> collective next steps, I would be delighted if you both could attend the >>>> call so we could continue the conversation there. >>>> >>>> >>>> On the budget, we are contractually obligated to follow the norms of >>>> a signed NDA <https://en.wikipedia.org/wiki/Non-disclosure_agreement>. >>>> This is the only question we will not be able to answer, but I hope you >>>> appreciate and are satisfied with the answers to the other points. >>>> >>>> Finally, @Jayantilal- It would be great if you and I could have a >>>> conversation about your experience with the movement. The same way I often >>>> talk to Tito! >>>> >>>> Have a great week ahead and stay healthy! >>>> >>>> Best, >>>> Rachit >>>> >>>> On Sat, May 14, 2022 at 6:31 PM Tito Dutta &lt;trulytito(a)gmail.com&gt; >>>> wrote: >>>> >>>>> Thanks a lot for the response. >>>>> Indeed the questions are not answered. In addition to the questions >>>>> asked and numbered above by Jayantilal sir, these were also asked, >>>>> 5. Is it going to be an English-Wikipedia campaign? >>>>> 6. If Indian language Wikipedias are included, what is the >>>>> methodology? >>>>> 7. Where was community consultation? (links requested) >>>>> 8. What is the starting date? Newspapers have reported more than a >>>>> week ago that it started >>>>> https://theprint.in/ani-press-releases/wikimedia-foundation-launches-knowwi… >>>>> Most definitely they were informed before that. So, things are >>>>> apparently pre-decided. >>>>> Thanks for the consideration. >>>>> Stay safe, >>>>> >>>>> >>>>> On Sat, 14 May 2022, 17:54 Jayantilal Kothari, < >>>>> jayantilalkkd(a)gmail.com&gt; wrote: >>>>> >>>>>> Thank you so much for taking out time to explain, you have skipped >>>>>> most of my questions though. >>>>>> >>>>>> Your success is important for the community and movement will >>>>>> benefit from successful campaigns. Community is here to help and support if >>>>>> you are open to it. >>>>>> >>>>>> Let's go-to basics first (common sense); >>>>>> >>>>>> You yourself have pointed out that Wikipedia readership in India is >>>>>> high (ranked #4 as per your initial e-mail). Same referenced study shows >>>>>> Wikipedia and Youtube have almost the same popularity (31% know Wikipedia >>>>>> and 33% know Youtube - 25 to 34 age). >>>>>> >>>>>> I dont see any Wikipedia vs Instagram market research study by WMF. >>>>>> I do see Youtube vs Wikipedia and it makes sense to use Youtube for >>>>>> promotion because it is easy to do the same study and then compare results. >>>>>> >>>>>> Wikipedia are more popular and most visited site than Instagram (as >>>>>> per Semrush March 2022 report). Wikipedia @ number 6 whereas Instagram is @ >>>>>> number 12. >>>>>> >>>>>> On one hand, you say Wikipedia is most visited site and then you >>>>>> say it is not popular amongst youth and then you choose to use even less >>>>>> popular platform than Wikipedia to promote Wikipedia. The basic conclusion >>>>>> of all surveys says that people without the internet don't know much about >>>>>> Wikipedia and you have chosen an internet-based platform to educate people >>>>>> who don't have internet! >>>>>> >>>>>> It is quite ironic that WMF runs 'Wikipedia might die without >>>>>> donation' appeals in India and then decides to spend donor money on >>>>>> instagramers. >>>>>> >>>>>> Can we please expect some accountability and transparency here? >>>>>> >>>>>> 1. How are you going to measure the impact of this campaign? >>>>>> Tangible outcome? >>>>>> 2. How much money is spent on this? >>>>>> 3. Methodology behind selecting Instagrammers and overall average >>>>>> budget per reel? >>>>>> 4. How do you plan to involve wider communities in this as well as >>>>>> future campaigns? >>>>>> >>>>>> I have numbered the questions so it might help you to answer them >>>>>> in chronological order. >>>>>> >>>>>> Thanks >>>>>> >>>>>> On Thu, 12 May 2022 at 7:14 PM, Khanyi Mpumlwana < >>>>>> kmpumlwana(a)wikimedia.org&gt; wrote: >>>>>> >>>>>>> >>>>>>> Hi Jayantilal, >>>>>>> >>>>>>> Thank you so much for your feedback and questions. I am sharing my >>>>>>> thoughts below: >>>>>>> >>>>>>> At the outset I wanted to state, on behalf of everyone at >>>>>>> Wikimedia, that we appreciate the efforts and dedication of the entire >>>>>>> community to promote and deliver Free Knowledge for everyone. Additionally, >>>>>>> keeping our communities in mind, we did send out the overall test >>>>>>> plan/objectives to the list ahead of the test going live- this email >>>>>>> contains relevant information and links. >>>>>>> >>>>>>> As mentioned before, #KnowWithWiki is a short term test campaign >>>>>>> that is focused on engaging current and prospective young India readers >>>>>>> while leveraging the reach of digital influencers. >>>>>>> >>>>>>> I would like to stress that our campaign content is focused on >>>>>>> readership with the youth audience and not on acquiring editors; and the >>>>>>> influencer posts are focused on furthering their audience’s awareness >>>>>>> levels of Wikipedia while leveraging on topics that interest them, such as >>>>>>> cricket, body positivity, endometriosis etc. Hence, through the campaign we >>>>>>> are not, in any manner, promoting editing. >>>>>>> >>>>>>> Our purpose and aim is simple: to learn- while engaging young >>>>>>> internet users and unaware Wikipedia readers to increase affinity and >>>>>>> perceived value which, as you would agree, is key to the sustained growth >>>>>>> of Wikipedia and all our projects. >>>>>>> >>>>>>> On your point about community bandwidth, we remain mindful of >>>>>>> using this for the short term test. Since this is not a long-term campaign >>>>>>> but a three week test campaign focused on a particular reader group- the >>>>>>> youth; and concentrated on one visual platform, Instagram- we hope to learn >>>>>>> and share the learnings and outcomes of the test with the whole movement. >>>>>>> We will continue to monitor reverted edits and possible vandalism. >>>>>>> >>>>>>> More importantly, we feel there will be a lot to learn from the >>>>>>> outcomes (as the previous email mentioned we did another test in South >>>>>>> Africa) for our collective work in the future. This would be a moment for >>>>>>> us to come together and discuss the outcomes (both the pro’s and con’s) of >>>>>>> the test which would be current, relevant and future-focused. >>>>>>> >>>>>>> As always, we thank you for your time and feedback, over and above >>>>>>> all the work you do within the movement. Please feel free to get in touch >>>>>>> if you have any additional questions/suggestions. >>>>>>> >>>>>>> Best, >>>>>>> >>>>>>> Khanyi >>>>>>> >>>>>>> >>>>>>> On Tue, May 10, 2022 at 1:15 PM Jayantilal Kothari < >>>>>>> jayantilalkkd(a)gmail.com&gt; wrote: >>>>>>> >>>>>>>> Hi, >>>>>>>> >>>>>>>> Was there any community consultation? This has already created >>>>>>>> vandalism incidents on local >>>>>>>> Wikis. If an Instagram influencer with millions of followers >>>>>>>> talks about Wikipedia, his 10% of followers start editing and 1% >>>>>>>> vandalizing pages then it becomes a huge burden on the community to clean >>>>>>>> up the paid mess. Indic communities are relatively smaller and often we see >>>>>>>> volunteer burnout. This is a recurring theme from the WMF where the burden >>>>>>>> of cleaning and maintenance is transferred to the community without >>>>>>>> consent. Wikipedia has brand value because the volunteer community keeps it >>>>>>>> alive, WMF employees take the community for granted and in the end, it >>>>>>>> harms the overall "Wikipedia" >>>>>>>> " brand. >>>>>>>> >>>>>>>> Please share any prior documentation involved in the planning and >>>>>>>> execution of this campaign (meta links, community discussions details, >>>>>>>> allocated budgets etc). >>>>>>>> >>>>>>>> Thanks >>>>>>>> >>>>>>>> On Thu, 5 May 2022 at 4:08 PM, Khanyi Mpumlwana < >>>>>>>> kmpumlwana(a)wikimedia.org&gt; wrote: >>>>>>>> >>>>>>>>> Hi Tito, >>>>>>>>> >>>>>>>>> Thank you so much for your feedback and questions, and thanks >>>>>>>>> for your patience with our response- many of the team members, including >>>>>>>>> myself, were out on leave. >>>>>>>>> >>>>>>>>> I am sharing my thoughts in response to your points below: >>>>>>>>> >>>>>>>>> One of the most important things to remember about this test is >>>>>>>>> that it is designed to be just that- a test. While we know (consciously so) >>>>>>>>> that this doesn't cover all possible grounds, it is designed to give us >>>>>>>>> engagement data that will help us design our awareness tactics in the >>>>>>>>> future. >>>>>>>>> >>>>>>>>> For India, our focus is on engaging the youth with Wikipedia >>>>>>>>> because >>>>>>>>> >>>>>>>>> >>>>>>>>> - >>>>>>>>> >>>>>>>>> They are an important stakeholder in the growth and >>>>>>>>> development of the Free Knowledge movement- hence our >>>>>>>>> approach is focused on people and not projects- the test is of an audience >>>>>>>>> and not a project. >>>>>>>>> - >>>>>>>>> >>>>>>>>> We know from our own research (mentioned in the previous >>>>>>>>> email) that in India, when it comes to the 18-24 age group only 26% know >>>>>>>>> about Wikipedia. >>>>>>>>> >>>>>>>>> >>>>>>>>> While we will leverage Wikipedia’s identity and presence for our >>>>>>>>> content, it is the audience we are hoping to engage and learn from. We >>>>>>>>> asked the influencers about the topics the GenZ audience engage with; and >>>>>>>>> the topics they shared with us range from cricket, to body >>>>>>>>> positivity, endometriosis – and even some odd ones like the common >>>>>>>>> housefly. This served as the basis of our test: showing young >>>>>>>>> people that our encyclopedic content can also be useful in the everyday >>>>>>>>> things they think about and engage each other in. >>>>>>>>> >>>>>>>>> A very important aspect of this test is that it might not go as >>>>>>>>> planned! This means our tactics, hypothesis or plan might not give us a lot >>>>>>>>> of traction with the youth but that is also a win for us- we learn from >>>>>>>>> both our success and failures. >>>>>>>>> >>>>>>>>> Also, we will be working towards having our wider press outreach >>>>>>>>> aim to highlight other Wikimedia projects and stories of Indian volunteers >>>>>>>>> whose stories can shine as great contributions to our knowledge movement - >>>>>>>>> #KnowWithWiki >>>>>>>>> >>>>>>>>> We know about the wonderful work and effort put in by the >>>>>>>>> community to build and strengthen our projects especially the work of the >>>>>>>>> CIS-A2K team in providing robust support to the growth and development of >>>>>>>>> our community in India. This commitment and spirit has led to over 65k >>>>>>>>> active Indian editors and India being at the top of our average page views. >>>>>>>>> >>>>>>>>> As you would have seen from the foundation’s draft annual plan, >>>>>>>>> this coming year we are putting a focus on allocating our support and >>>>>>>>> resources to other Wikimedia projects such as Wikimedia Commons. >>>>>>>>> >>>>>>>>> Through #KnowWithWiki we aim to learn how, what and when to >>>>>>>>> engage Indian youth who, as we know, are important stakeholders; not only >>>>>>>>> for the Foundation but also for the community- the movement at large. This >>>>>>>>> would help us deliver strong, clear, and impactful messages /communications >>>>>>>>> in India, in the future. >>>>>>>>> >>>>>>>>> Thank you for sharing the links, this is indeed some great work >>>>>>>>> and learning for us, your input along with the learning from #KnowWithWiki >>>>>>>>> will help us attempt to move in the right direction. >>>>>>>>> >>>>>>>>> In the end, I want to thank you for your time and input. We will >>>>>>>>> see the test go live soon and hope you take a look and engage with the >>>>>>>>> same. >>>>>>>>> >>>>>>>>> Hope I have been able to address at least some of the very >>>>>>>>> pertinent points you raised. >>>>>>>>> >>>>>>>>> Stay safe! >>>>>>>>> >>>>>>>>> Khanyi >>>>>>>>> >>>>>>>>> >>>>>>>>> On Sat, Apr 30, 2022 at 12:23 PM Tito Dutta &lt;trulytito(a)gmail.com&gt; >>>>>>>>> wrote: >>>>>>>>> >>>>>>>>>> Greetings, >>>>>>>>>> Thanks for sharing the program idea in detail. I am sharing my >>>>>>>>>> *initial* thoughts for your kind attention. >>>>>>>>>> >>>>>>>>>> 1. The project appears to be a Wikipedia-centric one or >>>>>>>>>> possibly a Wikipedia-only campaign. It is not clear if this will be an >>>>>>>>>> English Wikipedia campaign, or Indian-language Wikipedia projects will be >>>>>>>>>> highlighted. If so, what will be the approach, methodology, and ratio? >>>>>>>>>> 2. The Wikipedia-centric approach is sometimes problematic >>>>>>>>>> for various reasons. Over the years a lot of efforts have been made into >>>>>>>>>> strengthening other Wikimedia projects and communities in India through >>>>>>>>>> different initiatives such as a series of Wikidata workshops, Wikisource >>>>>>>>>> training, Wikimedia Commons photowalks outreach, Wiki Loves initiatives >>>>>>>>>> etc. This not only resulted in more active participation but brought large >>>>>>>>>> amount of high quality content as well. An effort that somehow highlights >>>>>>>>>> Wikipedia as the only knowledge source to "know your world better", >>>>>>>>>> possibly takes us back to square one. >>>>>>>>>> 3. Continuing from #2, we have rich knowledge repositories >>>>>>>>>> on different projects. I'll give a couple of random examples. Wikimedia >>>>>>>>>> Commons: >>>>>>>>>> https://commons.wikimedia.org/wiki/Category:Azad_Hind_(newspaper) >>>>>>>>>> Wikisource: >>>>>>>>>> https://en.wikisource.org/wiki/The_Constitution_of_India_(Original_Calligra… >>>>>>>>>> Similarly to know on many topics such as monuments, geography, census, >>>>>>>>>> railway, arts and culture etc possibly we have good content on other >>>>>>>>>> Wikimedia projects to refer to. So, an alternative mission-aligned approach >>>>>>>>>> might be "KnowWithFreeKnowledge" highlighting "free knowledge in general", >>>>>>>>>> rather than "KnowWithWikipedia". >>>>>>>>>> >>>>>>>>>> Thank you for your kind attention. >>>>>>>>>> Stay safe, >>>>>>>>>> User:Titodutta >>>>>>>>>> >>>>>>>>>> >>>>>>>>>> >>>>>>>>>> শুক্র, ২৯ এপ্রিল, ২০২২ তারিখে ১১:৫৫ PM টায় তারিখে Khanyi >>>>>>>>>> Mpumlwana &lt;kmpumlwana(a)wikimedia.org&gt; লিখেছেন: >>>>>>>>>> >>>>>>>>>>> Dear all, >>>>>>>>>>> >>>>>>>>>>> Hope you are well and safe. >>>>>>>>>>> >>>>>>>>>>> I am thrilled to reach out to you on behalf of the >>>>>>>>>>> Communications Department at The Wikimedia Foundation to share information >>>>>>>>>>> about a new short-term test campaign through which we hope to >>>>>>>>>>> learn more about engaging Indian digital audiences, primarily the youth. >>>>>>>>>>> >>>>>>>>>>> Emerging from the Medium Term Plan >>>>>>>>>>> <https://meta.wikimedia.org/wiki/Wikimedia_Foundation_Medium-term_plan_2019>, >>>>>>>>>>> this test is aimed at strengthening the awareness levels of Wikimedia, our >>>>>>>>>>> free knowledge mission, and growing affinity with our readers in India, >>>>>>>>>>> especially the youth. >>>>>>>>>>> >>>>>>>>>>> Firstly, let us introduce ourselves- The Communications >>>>>>>>>>> Department. >>>>>>>>>>> >>>>>>>>>>> Communications >>>>>>>>>>> <https://meta.wikimedia.org/wiki/Communications> is a Wikimedia >>>>>>>>>>> Foundation >>>>>>>>>>> <https://meta.wikimedia.org/wiki/Special:MyLanguage/Wikimedia_Foundation> >>>>>>>>>>> department. The Communications Department performs a variety of functions >>>>>>>>>>> for the Foundation, such as building awareness of Wikimedia and its >>>>>>>>>>> projects, maintaining relationships with the media, producing content for >>>>>>>>>>> the Wikimedia Foundation website >>>>>>>>>>> <https://meta.wikimedia.org/wiki/Special:MyLanguage/Wikimedia_Foundation_website>, >>>>>>>>>>> managing the community blog Diff <https://diff.wikimedia.org/> >>>>>>>>>>> and Wikimedia social media >>>>>>>>>>> <https://meta.wikimedia.org/wiki/Special:MyLanguage/Social_media> >>>>>>>>>>> platforms, facilitating communications with Wikimedia communities, >>>>>>>>>>> informing research into emerging global audiences, developing creative >>>>>>>>>>> materials, and coordinating campaigns to engage new audiences for Wikimedia >>>>>>>>>>> projects like Project Rewrite >>>>>>>>>>> <https://meta.wikimedia.org/wiki/Communications/Project_Rewrite> >>>>>>>>>>> and Wiki Unseen. >>>>>>>>>>> <https://meta.wikimedia.org/wiki/Communications/Wiki_Unseen> >>>>>>>>>>> >>>>>>>>>>> What is #KnowWithWiki all about? >>>>>>>>>>> >>>>>>>>>>> This is a truly integrated effort where members of various >>>>>>>>>>> teams within the Foundation came together to develop a plan to engage young >>>>>>>>>>> readers in India in a manner that demonstrates the value of Wikipedia, >>>>>>>>>>> highlighting the role it already plays in helping them know their world >>>>>>>>>>> better and promoting free knowledge. >>>>>>>>>>> >>>>>>>>>>> The problem: Wikipedia readership in India is high. It is >>>>>>>>>>> currently ranked #4 in website traffic in India with an average of >>>>>>>>>>> approximately 2 pages a visit. Unfortunately, according to a market >>>>>>>>>>> research >>>>>>>>>>> <https://docs.google.com/document/d/1QHwaKUKJqxuzmfNx55KFlA-CBYPAKzMWmYP5heuKSQs/edit?usp=sharing> >>>>>>>>>>> carried out by the Wikimedia Foundation in 2020, only 31% of the Indian >>>>>>>>>>> internet users have heard of Wikipedia, and strikingly, only 26% of >>>>>>>>>>> internet users aged 18-24 years were aware of Wikipedia. The gap between >>>>>>>>>>> usage and awareness indicates that there is a large number of young people >>>>>>>>>>> who use Wikipedia and are not aware of us and therefore have no affinity or >>>>>>>>>>> value for it. >>>>>>>>>>> >>>>>>>>>>> Why India? >>>>>>>>>>> >>>>>>>>>>> Engaging young internet users and unaware Wikipedia readers to >>>>>>>>>>> increase affinity and perceived value is key to the sustained growth of >>>>>>>>>>> Wikipedia and all our projects. The Indian youth may be viewing or using >>>>>>>>>>> our content through different platforms e.g. seeing Wikipedia content >>>>>>>>>>> through search engines, but there is a lack of awareness among this >>>>>>>>>>> audience that this information comes from the efforts of our diverse >>>>>>>>>>> volunteer community that spends time and effort in curating relevant and >>>>>>>>>>> reliable information on Wikipedia and its sister projects. >>>>>>>>>>> >>>>>>>>>>> We wish to engage with this very audience by providing them >>>>>>>>>>> more relatable examples on how Wikipedia plays/can play an active role in >>>>>>>>>>> their efforts to gather fact-based, researched information around worldly >>>>>>>>>>> topics. Furthermore, by capturing and studying data emerging from this >>>>>>>>>>> test, we will be able to learn, assess and improve our future engagements >>>>>>>>>>> in the country >>>>>>>>>>> >>>>>>>>>>> Our Plan >>>>>>>>>>> >>>>>>>>>>> Starting May 2022, we will be engaging Indian influencers >>>>>>>>>>> under a campaign #KnowWithWiki & “Know Your World Better” >>>>>>>>>>> >>>>>>>>>>> For this activity, we are collaborating with selected popular >>>>>>>>>>> GenZ influencers to showcase the relevance of Wikipedia among the younger >>>>>>>>>>> Indian audience in their daily lives. The primary platform of activation >>>>>>>>>>> will be on Instagram, which is a platform that has the highest number of >>>>>>>>>>> users from India, and has emerged as the most preferred >>>>>>>>>>> social media platform2 among Indian youth according to a 2020 >>>>>>>>>>> study3. Instagram influencers will highlight use of Wikipedia >>>>>>>>>>> in their posts on topical content and social awareness topics. >>>>>>>>>>> >>>>>>>>>>> These influencers will release their own content on their >>>>>>>>>>> Instagram handles covering topics relevant to our target audience, while >>>>>>>>>>> seeding references of Wikipedia and the vast knowledge available on the >>>>>>>>>>> online encyclopedia. >>>>>>>>>>> >>>>>>>>>>> This will be complemented with our own social media channels >>>>>>>>>>> sharing content around the experiment, focussed towards the Indian >>>>>>>>>>> audience. The general public would be encouraged to follow and participate >>>>>>>>>>> in the campaign online using #KnowWithWiki. >>>>>>>>>>> >>>>>>>>>>> Why are we doing this? >>>>>>>>>>> >>>>>>>>>>> This activity follows the the successful completion of a >>>>>>>>>>> similar activity in South Africa- #WikipediabyUs, where we collaborated >>>>>>>>>>> with South Africa’s young creative community by giving them a platform to >>>>>>>>>>> create informative content based on Wikipedia articles. #WikipediabyUs, >>>>>>>>>>> demonstrated young creatives using Wikipedia to expand a topic of interest >>>>>>>>>>> with their audiences. >>>>>>>>>>> >>>>>>>>>>> It is a part of our sustained endeavor to make deeper strides >>>>>>>>>>> in learning from different contexts on improving understanding of the >>>>>>>>>>> Wikimedia movement and its projects. We want to raise awareness about how >>>>>>>>>>> Wikipedia and the free knowledge movement is present in the daily lives of >>>>>>>>>>> Indian audiences. >>>>>>>>>>> >>>>>>>>>>> This test would also enable us to tackle some of the >>>>>>>>>>> misconceptions around Wikipedia in the Indian digital space, via explaining >>>>>>>>>>> how the Wikipedia volunteer community creates and improves content on the >>>>>>>>>>> platform based on up-to-date, relevant and verifiable sources. >>>>>>>>>>> >>>>>>>>>>> By engaging the 18-24 age group we aim to- >>>>>>>>>>> >>>>>>>>>>> >>>>>>>>>>> - >>>>>>>>>>> >>>>>>>>>>> GET GenZ adults aged 18-24 >>>>>>>>>>> - >>>>>>>>>>> >>>>>>>>>>> WHO read Wikipedia >>>>>>>>>>> - >>>>>>>>>>> >>>>>>>>>>> TO see Wikipedia as relevant >>>>>>>>>>> - >>>>>>>>>>> >>>>>>>>>>> BY showing them how often they call on us to know and do >>>>>>>>>>> more >>>>>>>>>>> >>>>>>>>>>> >>>>>>>>>>> How can you get involved? >>>>>>>>>>> >>>>>>>>>>> You can create your own content on social media to describe >>>>>>>>>>> how you use Wikipedia in your everyday life to know your world and the >>>>>>>>>>> things that interest you better. Make sure you use #KnowWithWiki and >>>>>>>>>>> #Wikipedia to add to the campaign impact! >>>>>>>>>>> >>>>>>>>>>> If you would like to know more and get involved or share any >>>>>>>>>>> suggestions, please reach out to me by email. >>>>>>>>>>> >>>>>>>>>>> Thank you warmly for your time and interest. >>>>>>>>>>> >>>>>>>>>>> On behalf of the Core Team- Khanyi, Mathoto, Olga, Rachit and >>>>>>>>>>> Vidhu. >>>>>>>>>>> >>>>>>>>>>> -- >>>>>>>>>>> >>>>>>>>>>> Khanyi Mpumlwana (they/she) >>>>>>>>>>> >>>>>>>>>>> Creative Director >>>>>>>>>>> >>>>>>>>>>> Wikimedia Foundation <https://wikimediafoundation.org/> >>>>>>>>>>> >>>>>>>>>>> **Please excuse any brevity or typos, messages are often sent >>>>>>>>>>> in a hurry* >>>>>>>>>>> _______________________________________________ >>>>>>>>>>> Wikimediaindia-l mailing list -- >>>>>>>>>>> wikimediaindia-l(a)lists.wikimedia.org >>>>>>>>>>> To unsubscribe send an email to >>>>>>>>>>> wikimediaindia-l-leave(a)lists.wikimedia.org >>>>>>>>>>> To unsubscribe from the list / change mailing preferences >>>>>>>>>>> visit >>>>>>>>>>> https://lists.wikimedia.org/postorius/lists/wikimediaindia-l.lists.wikimedi… >>>>>>>>>> >>>>>>>>>> _______________________________________________ >>>>>>>>>> Wikimediaindia-l mailing list -- >>>>>>>>>> wikimediaindia-l(a)lists.wikimedia.org >>>>>>>>>> To unsubscribe send an email to >>>>>>>>>> wikimediaindia-l-leave(a)lists.wikimedia.org >>>>>>>>>> To unsubscribe from the list / change mailing preferences visit >>>>>>>>>> https://lists.wikimedia.org/postorius/lists/wikimediaindia-l.lists.wikimedi… >>>>>>>>> >>>>>>>>> >>>>>>>>> >>>>>>>>> -- >>>>>>>>> >>>>>>>>> Khanyi Mpumlwana (they/she) >>>>>>>>> >>>>>>>>> Creative Director >>>>>>>>> >>>>>>>>> Wikimedia Foundation <https://wikimediafoundation.org/> >>>>>>>>> >>>>>>>>> **Please excuse any brevity or typos, messages are often sent in >>>>>>>>> a hurry* >>>>>>>>> _______________________________________________ >>>>>>>>> Wikimediaindia-l mailing list -- >>>>>>>>> wikimediaindia-l(a)lists.wikimedia.org >>>>>>>>> To unsubscribe send an email to >>>>>>>>> wikimediaindia-l-leave(a)lists.wikimedia.org >>>>>>>>> To unsubscribe from the list / change mailing preferences visit >>>>>>>>> https://lists.wikimedia.org/postorius/lists/wikimediaindia-l.lists.wikimedi… >>>>>>>> >>>>>>>> -- >>>>>>>> Regards, >>>>>>>> >>>>>>>> Jayantilal >>>>>>>> >>>>>>>> Sent from my iPhone >>>>>>>> _______________________________________________ >>>>>>>> Wikimediaindia-l mailing list -- >>>>>>>> wikimediaindia-l(a)lists.wikimedia.org >>>>>>>> To unsubscribe send an email to >>>>>>>> wikimediaindia-l-leave(a)lists.wikimedia.org >>>>>>>> To unsubscribe from the list / change mailing preferences visit >>>>>>>> https://lists.wikimedia.org/postorius/lists/wikimediaindia-l.lists.wikimedi… >>>>>>> >>>>>>> >>>>>>> >>>>>>> -- >>>>>>> >>>>>>> Khanyi Mpumlwana (they/she) >>>>>>> >>>>>>> Creative Director >>>>>>> >>>>>>> Wikimedia Foundation <https://wikimediafoundation.org/> >>>>>>> >>>>>>> **Please excuse any brevity or typos, messages are often sent in a >>>>>>> hurry* >>>>>>> _______________________________________________ >>>>>>> Wikimediaindia-l mailing list -- >>>>>>> wikimediaindia-l(a)lists.wikimedia.org >>>>>>> To unsubscribe send an email to >>>>>>> wikimediaindia-l-leave(a)lists.wikimedia.org >>>>>>> To unsubscribe from the list / change mailing preferences visit >>>>>>> https://lists.wikimedia.org/postorius/lists/wikimediaindia-l.lists.wikimedi… >>>>>> >>>>>> -- >>>>>> Regards, >>>>>> >>>>>> Jayantilal >>>>>> >>>>>> Sent from my iPhone >>>>>> _______________________________________________ >>>>>> Wikimediaindia-l mailing list -- >>>>>> wikimediaindia-l(a)lists.wikimedia.org >>>>>> To unsubscribe send an email to >>>>>> wikimediaindia-l-leave(a)lists.wikimedia.org >>>>>> To unsubscribe from the list / change mailing preferences visit >>>>>> https://lists.wikimedia.org/postorius/lists/wikimediaindia-l.lists.wikimedi… >>>>> >>>>> >>>> >>>> -- >>>> >>>> --