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International Day for the Elimination of Violence against Women

Идея

25th November, International Day for the Elimination of Violence against Women Last year Uzbekistan adopted an historic law “On Guaranteeing Equal Rights and Opportunities for Women and Men”, as well as the law "On the Protection of Women from Harassment and Violence". Every year there are thousands of “home violence cases” against women in Uzbekistan. Uzbek females are used to keep any home violence as a secret, and telling about violence outside is a shame. Therefore, Uzbek women facing home violence are hiding the real problem even from their friends and close ones. Women use sunglasses to hide violence bruise marks. UNDP (United Nations Development Programme) and WCU (Women’s Committee of Uzbekistan) under their joint project “Empowering Women to Participate in Public Administration and Socio-Economic Life” briefed the agency for a creative print that will aim to decrease silence of women home violence. The goal was to invoke women no more to be afraid of reporting home violence. The main brief requirement was not to show any violence and shock-content: bruise mark on women's faces or blood. The print was published on 25th November, November 25, the International Day for the Elimination of Violence against Women, and intended to encourage women to report the cases, instead of hidding them. It helped to increase the number of calls on the hotline number by 42%. And the client was awarded for the best PR campaign among all other 26 UNDP projects in Uzbekistan.

credits

Regional Creative Advisor: Juan Pablo Valencia General Manager: Shakhrukh Nizamutdinov Creative Director: Juan Pablo Valencia Account Manager: Saima Djakhangirova Art Director: Javakhir Nazarov / Juan Pablo Valencia Copywriter: Kamola Achilova / Juan Pablo Valencia 3D Illustrator: Alexander Lyan