This flag-ship campaign tackled the wall of silence that surrounds domestic violence. Supporters joined the campaign by wearing a magenta bracelet - of which three quarters of a million were distributed across Ukraine in the summer of 2010 and 2011. The campaign rolled out across a number of media, featuring 15 press conferences, a radio and billboard advertising campaign, distribution of the bracelets by over 300 promoters and volunteers, an on-line campaign on the project web portal and social networks and promotion of the national hotline for victims - 0800 500 335.
The project has run four advertising campaigns:
Two for the bracelet campaign which featured radio ads, billboards and city lights, television adverts and internet banners
And two more ad campaigns in the framework of the annual United Nations led "16 days against violence" using a mixture of media relations (press events, media trips to shelters), on-line discussions and campaigns, and print and internet advertising campaigns. Running in November and December the outdoor campaign featured under the tag line 'People are not things, neither is your wife/child/family' and ran on radio, billboards, metro and city lights nationwide.
The industry award, which ran for two years in 2010 and 2011, is a national campaign to engage business and promote more progressive gender equality policies in the workplace. Direct marketing to 10,000 Ukrainian companies promotes gender sensitivity whilst the competition provides a platform for leading companies to promote their own policies to the general public. Over 200 companies took part over the two years. A gala event and prize giving ceremony is a media event and platform for the industry award partners to discuss gender equality issues.
More information is available on the industry award web site
We developed an on-line video and audio training course of 32 modules - the first bespoke, Ukrainian language course ever developed in the country - geared towards NGOs to help them improve the way they communicate their work. Audio and video files are available for anyone to download at the training web site put together by the team.
In addition, over 400 Ukrainians have passed through bespoke training sessions organised by the project. From NGOs in the regions taking part in two-day training sessions on the ABC of communications, through to Deputy Minister level half day sessions on image and TV skills training, training has consistently focused on helping civil society, international organisations and government officials to be more effective communicators.
Run in her shoes - media event
A media highlight in 2011 - the "run in her shoes" event was organised within the 'Stop Violence' national campaign to raise awareness of domestic violence. Men were enticed to don a pair of high-heeled shoes and race to the finish line. A fun action with serious intent the main message was this - putting yourself in the shoes of a woman helps you empathise with their situation as the main victims in domestic violence situations.
A downtown shopping mall in Kiev was the venue, and the event was highly successful from a media point of view. All the top channels were there - with the event making the prime-time evening news with a raft of feature pieces, articles and news stories.
Led by a well-known Ukrainian singing star, with even the organisers (!) getting involved and putting on some heels, this was a novel communications approach for Ukraine and its appeal to journalists showed that it worked well in highlighting this serious problem.
A co-production action with ICTV - a major national channel in Ukraine - produced and broadcast a series of 10 new programmes called 'Na Rivnikh'. These 15 minute shows, aired on Monday lunchtimes just after the very popular daily news programme, covered subjects related to the project goals, hosted by high profile Ukrainian women. The series Na Rivnikh was broadcast between October and December 2011.