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March 12, 2013

Stop Violence: Ukraine Praised for Outstanding Government Communication Campaign

Kyiv, March 12, 2013. A social campaign to end violence against women Stop Violence received X-Change Award for Outstanding Government Communication from Avon Foundation. A prominent actress and Avon Foundation for Women Ambassador Salma Hayek Pinault presented the award at the United Nations Headquarters in New York during the 57th session of the Commission on the Status of Women.

“Recognition of this campaign highlights the important development of coalitions of government, the UN and NGOs working collaboratively for greater impact across society,” reads the Avon Foundation statement.

The winning image features a popular Ukrainian singer Ani Lorak. The celebrity is pictured holding up a red card – a known penalty sign in football, which signifies that a player is sent off the field and disqualified for at least one subsequent match. The slogan in the image reads No to Sexual Exploitation! Don’t Let Lure Yourself In.

Stop Violence was launched in Ukraine prior to EURO 2012 football championship. It lasted between October 2011 and December 2012. The aim of the project was to communicate the message of gender equality and condemn domestic violence, risky relationships, sexual exploitation, and intolerance toward HIV-infected people. Stop Violence was executed by the State Service for Youth and Sports of Ukraine, International Women’s Rights Center La Strada, and UNICEF.

Other well-known Ukrainian celebrities participating in the project were pop singer Gaitana, one of the world’s best goal scorers Andriy Shevchenko and the world’s strongest man Vasyl Virastyuk. In the promotional posters they served as role models for socially accepted behavior. The stars said no to indifference, inequality, and domestic violence.

The organizers placed the ads in all regions of Ukraine. Additionally, the campaign featured video spots that aired on national and regional TV channels, at railway stations and educational institutions.

Stop Violence became part of a larger social project Davai Razom! (Let’s Do It Together!), aimed primarily at Ukrainian youth. Using terms familiar to every football fan, the themed programs targeted a whole array of social issues – discrimination, HIV/AIDS epidemic, human trafficking, racism, violence, xenophobia, as well as social inclusion of migrants and differently abled people. They also promoted healthy lifestyle and meaningful pastime amidst Ukrainian youth.