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UNICEF and “28 CINEMA” team up to raise awareness on children's rights in Azerbaijan

BAKU, 2 June 2014 - On International Children’s Day, UNICEF and the “28 Cinema” have teamed up to communicate the importance of children’s rights and starting with speaking up on the issue of violence against children.

As part of the proposed partnership, the company will run UNICEF PSAs on issues ranging from violence to disability before the movies, display a UNICEF photo exhibition dedicated to children’s rights and UNICEF work in the country in its foyer, and distribute UNICEF information materials (leaflets, fliers) at the point of ticket sales.

“UNICEF works closely with multi-national corporations and national companies all over the world to form alliances that bring the strengths of the corporate sector to support children. We hope that “28 Cinema”  will be our long-term partner in supporting the children to have a bright future in which their rights are all realized,” said UNICEF Representative in Azerbaijan Mark Hereward. 

“28 Cinema” is partnering with UNICEF for the first time this year, because we both believe that there is nothing more important than allowing a voice for children. We believe our cinema can be a great platform to spread a message on importance issues that UNICEF stands for. This fits in well with our vision of the social responsibility,” said Elnara Rahimova, Director, “28 Cinema”.

“28 Cinema” is the biggest cinema theater in the republic in terms of seats. The theater features six cinema halls which enable to diversify its programme to the maximum extent. Installed at the cinema theater are the next generation digital projectors Barco that employ the cutting edge technology, Enhanced 4К. This technology provides high-end ultra-sharp imaging and enhanced image brightness on the screen. Apart from that, it is the first time the new system Xpand 3D has been introduced in Azerbaijan. XpanD 3D is the current global cinema market leader in terms of 3D-technology; it features special glasses with liquid crystal display (LCD) eye-pieces. The glasses used in the “28 Cinema Theater” are of an active type and give the spectator the brightest possible image.

Violence against children will be the first theme of the joint initiative - a powerful video narrated by UNICEF Goodwill Ambassador Liam Neeson, who leads the viewer through a series of scenes depicting invisible violence, will be run by the Cinema throughout June. A UNICEF photo exhibition dedicated to children’s rights will be displayed at the Cinema’s foyer starting June 15th.

Protecting children is at the heart of UNICEF’s mandate. The United Nations Convention on the Rights of the Child specifies that every child everywhere has the right to be protected from all forms of violence.

For further information please contact:

Ayna Mollazade
Communication and Partnership Specialist

UNICEF Azerbaijan

Tel: 99412 492 3013


Agshin Shahbazzadeh, Marketing Manager
28 Cinema
Tel: 012 499 89 88




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