User:ZMcCune (WMF)/Promoting Wikipedia in Iraq

Wikimedia Foundation ED Katherine Maher and Iraqi Wikimedian Sarmad Yaseen

The Wikimedia Foundation is working with Wikimedians in Iraq to increase awareness of Wikipedia. Our goals are to improve recognition of Wikipedia and understanding of its uses among Iraqi internet users.

As part of the2017 Wikipedia Zero partnership with Asiacell in Iraq, we have an opportunity to reach millions of Iraqis and introduce them to Wikipedia.

Defining the challenge

Recent research shows that Iraqi awareness of Wikipedia is less than 20%:

• 11% of all Iraqis surveyed have heard of Wikipedia
• 19% of Iraqi internet users have heard of Wikipedia

We believe that working to clarify understanding of Wikipedia will increase usage and eventually, participation in Wikimedia projects.

Community context & direction

This project began with community consultation. In October 2016, we asked Wikipedia readers, fans, and contributors on Facebook how they explain Wikipedia. There were 63 comments. This is a selection:

• It's open to all.
• The best encyclopedia.
• I use it every day because their information balanced and impartial.
• Sums up information in a gentle way, accurate, simple, easy to understand.
• The vast amount of information and how they are presented, especially the English Wikipedia!
• I'm from Iraq started use Wikipedia since I was 10 years ago was the first search in Wikipedia is anaconda snake, I was obsessed with reptiles.
• Because their information is correct 90 % and we're looking for credibility in the time that has so many rumors.
• Many of us benefited from Wikipedia for studies and general information.
• "Because we are a great people and nothing stands in our way and our pursuit of knowledge".
• The coolest site ever. The information is great.
• Wikipedia knowledge road.
• I'd like to thank the employees at this location for their efforts to bring the best to them as they have served us for science and humanity.... and Wikipedia are the best.
• "Because no libraries in Iraq. The Internet is the only way to information. And Wikipedia is the best place for information".
• More than wonderful. Treasure is priceless.
• "Wikipedia is an encyclopedia answer all your questions to tease the curious mind."
• But I have a simple note more themes found in the details of the free encyclopedia In the English language than Arabic with all my thanks and appreciation for your efforts.
• Thank you for the valuable information.

We then coordinated with Iraqi Wikimedian leaders, including Sarmad Yaseen, to take creative direction about how any materials should portray Iraq. The answer was simple: as a place where people live and work, not just war and destruction.

The 2017 project in brief

Objectives

1. Increase awareness and understanding of Wikipedia
2. Drive new usage of Wikipedia

Audiences

• Asiacell subscribers in Iraq
• Internet users in Nigeria

Deliverables

• Strategic Marketing approach
• 2 web videos
  • In Arabic language
  • In Central Kurdish language

Measurements

• Video views (more than 1 million impressions)
• Social Media buzz

Key Performance Indicators

• Positive change in “Have heard of Wikipedia” annual phone surveying of Iraq (from benchmark 19% “have heard of Wikipedia” in February 2017)
• Increased unique devices accessing Wikipedia content in Iraq

Timing

• Planning: February
• Development: March
• Production: April
• Launch: May
• Evaluation & reporting: July

2017 Project team

Iraqi Wikimedians

• Ravan - Admin, Arabic Wikipedia & Iraqi Wikimedian
• Sarmad Yaseen - Iraqi Wikimedian and Wikipedia Zero partnership requester

Wikimedia Foundation

• Zachary McCune - Global Audiences Manager, Communications
• Jack Rabah - Global Reach (Middle East & Africa), Partnerships
• Heather Walls - Interim Chief Communications Officer

External partner

To support our awareness work in Iraq, we are working with an organization called Hama Advertising. Hama specializes in video production with an office in Eribl, Iraq. Hama will lead all video production in this project.

We chose to work with Hama based on their expertise in video marketing for the region, and their experience with our Wikipedia Zero partner (Asiacell).