Outcome BRB_O_5

Increased engagement of partners in support of UN-Women’s mandate

There were 94 media mentions of UN Women, Representative, or MCO Projects up to the end of the Q 4 compared to 144 media mentions in the same quarter for 202 2 . The media pick up was a result of MCO-issued press releases, engagement of the media to cover signature programme launches, 16 Days actions and other activities. In addition the MCO's continued strategy to consult with in country partners to curate key media to invite to events or issue releases as well as joining with key partners for interviews contributed to the media mentions. UN Women's implementation of its EU-UN Spotlight pillars dominated the last quarter with the focus on close milestone activities and programme closure events. UN Women MCO-Caribbean has successfully taken advantage of the new digital space in recent years: with over 13,700 followers across Facebook [9,153], Twitter [1,521] and Instagram [3,123]. The MCO maps its strategic partners' presence on social media to take advantage of creating content, tagging them and benefitting from their reposts. The MCO's main social media platform, Facebook demonstrates that the audience is primarily women 75.20% and men 24.80% and primarily drawn from Caribbean countries which implies we are meeting Caribbean needs for contextually relevant material.

Increased engagement of partners in support of UN-Women’s mandate

The MCO Caribbean seeks to increase engagement of partners through a communications and advocacy multi-pronged approach. This includes advocacy and visibility events, leveraging the purpose and reach of its social media platforms, engaging and allowing key personalities/leaders to drive the messages and reach and via the external traditional and non-traditional channels. Integrated in this approach are key partnerships for joint execution of events and other visibility actions and leveraging partners/key stakeholders’ reach. This is guided by the MCO Caribbean 2022-23 Communications and digital media strategy. There were 144 media mentions of UN Women, Representative, or MCO Projcts up to the end of the Q 4 compared to 69 media mentions in the same quarter for 2021 , owing to MCO-issued press releases, engagement of the media to cover signature programme launches, 16 Days actions and other activities, including by our media compact partner LOOP news. Social media saw growth across the year on the platforms. 36 KPs produced. Percentage increase in the number of unique visitors to UN Women MCO Caribbean website https://caribbean.unwomen.org/en increase of 16.18% or 39,156 vs 33,702, (2022 vs 2021). The year prior there was an increase of 12.42% unique visitors to the site. Main traffic sources were from Google searches Google (92.33% of total) led the way with a 9.78% increase (24,166 up from 22,013), followed by Bing (5.62%) which had a 5.75% increase (1,472 up from 1,392), and less than 1% numbers from Baidu, Yahoo, Ecosia, Duckduckgo, etc. Referrals dropped overall by -41.54% (1,302 down from 2,227). Visitor traffic to Caribbean Women Count Portal https://caribbeanwomencount.unwomen.org/ remained static with USA led visits but with a drop of -24.90% (395 down from 526), followed by Trinidad and Tobago (18.16%) with an increase of 13.20% (343 up from 303), then Barbados (9.11%) which had a drop of 23.56% (172 down from 225), then Jamaica (8.31%) with an increase of 37.72% (157 up from 114), and the UK (4.13%) with a drop of -22.77 (78 down from 101). Searches were led by Google (93.30%) dropping from 1,718 down to 1,072, then Bing (3.39%). Direct visits dropped slightly from 704 down to 666. Facebook : 8,985 followers 23% growth over 2021. Audience profile – Men 24.40%; Women75.60% Instagram – 2437 followers 47.5% growth over 2021 Twitter – 1428 followers or 33% growth

Increased engagement of partners in support of UN-Women’s mandate

There were 139 media mentions at the end of Quarter 4 2024, compared to 94 (32% +) at the end of Q3. Targeted media placement of Op-Eds for International Days of Observance, coordinated media interviews to coincide with missions, and press releases issued for the key moments of the MCO’s joint projects/programmes led to this increased pick up. In country partner support for placement of press releases is an important support as well and notable is the pick up in the Bahamas and Bermuda where UN funding for programming was made available for the first time with the SDG Fund Joint Project Building Back Equal supporting MSMEs – majority of which were women led.