Integrated marketing communication of We Can Bangladesh

Abstract

The launch of the Bangladesh We Can Campaign took place on September 18th, 2004 in the northern district of Dinajpur and ended on September 25th, 2004 in the southern port city of Chittagong. In between Dinajpur and Chittagong, launch events were held in Gaibandha, Pabna Sirajgonj, Bagerhat and Barisal. These launches were all a little bit different and included colorful rallies, horse carts and rickshaws vans and mass gatherings of different types. Also included in these launches were various discussions and cultural events. The We Can alliance members worked tirelessly to organize presentations, seminars, workshops, marches, and press conferences to complement their launch activities. Messages were widely disseminated through the mass media, advertisements on the local cable channels and through innovative methods like mural paintings, posters, booklets, leaflets, flip charts and illustrated panels on the sides of rickshaws- which are highly visible on roads. Thousands of women and men – members of grassroots organizations involved in rural outreach programs, students from schools and colleges, people from labor organizations and ordinary people living within the communities who were keen to challenge and change behavior on violence against women – attended the launches.