UNICEF Ukraine's Red Card campaign wins Avon Communication Award
NEW YORK/KYIV, 11 March 2013 – On the eve of International Women’s Day, the Red Card campaign produced by UNICEF Ukraine and partners was awarded with the Avon Communications Awards: Speaking out about Violence against Women by Salma Hayek Pinault at the UN Headquarters in New York.
UNICEF together with the Ministry of Sport and Youth of Ukraine, La Strada and other partners conducted an informational campaign on addressing violence, sexual exploitation and gender inequality issues during the EURO 2012 Football Championship.
The poster and video ads featuring prominent Ukrainian singer Ani Lorak calling to stop sexual exploitation received the X-Change Award on Outstanding Government Communication. An international panel of judges selected the winning entry from more than 425 communication campaigns submitted to the Communications X-Change by 119 organizations in 46 countries.
At a special adjunct event to the 57th session of the Commission on the Status of Women (CSW) at the United Nations, Salma Hayek Pinault announced the winners during the Avon Awards ceremony. She presented the Communications Award to Ukraine together with winners from Nepal, Tanzania, Pakistan, and Peru. Salma Hayek Pinault recognised the outstanding campaigns for raising awareness about the need to work together to speak out about violence against women.
The Red Card Campaign produced by UNICEF and implemented by the Ministry of Sport and Youth together with La Strada and other partners included billboards and city-lights, video advertisements and posters disseminated in all regions of Ukraine. The advocates of the campaign were Ukrainian celebrities: football player Andriy Shevchenko, World’s Strongest Man Vasyl Virastyuk, popular singers Gaitana and Ani Lorak. The campaign coverage reached over 80 per cent of the population in Kyiv and other EURO 2012 Football Championship hosting cities. The total number of "contacts" with the campaign images is estimated at about 14 million.
"We are grateful for the recognition of the work that helps change attitudes, policies, and behaviors to end violence against women and girls in Ukraine. We thank all partners who supported the Red Card campaign. UNICEF stands ready to cooperate and support initiatives to bring changes for the benefits of children and women", said Yukie Mokuo, the UNICEF Representative in Ukraine.
The other nominees in the same category were the New York City Mayor’s Office, an Australian campaign by The Women’s Center and a campaign from the Ministry of National Solidarity, Human Rights and Gender in Burundi.
Salma Hayek speaks about the Award