Cross out unnecessary

Violence against women is a common and shameful problem. Poland is still dominated by an (anti)culture of silence and victim-blaming. One in three women will experience violence in their lifetime. Unfortunately, as many as 38% of women don’t know where to look for help, while a staggering 60% don’t believe they will be taken seriously when they do reach out. Therefore, our goal was to support women by giving them confidence and strength. We wanted to show that violence, regardless of its type, must not be tolerated. As part of the AVON Against Violence programme, we created a campaign to counter violence under the slogan "Delete the unnecessary". We approached the topic in an innovative and positive way, avoiding any narrative of anxiety and fear. Our campaign heroines are strong women who have managed to stand up to violence. We formed a coalition with a common goal: the elimination of violence against women. AVON Poland was the main organizer, with Feminoteka Foundation as content partner and WirtualnaPolska as media partner. We created AVON Alert - the first anti-violence app in Poland, which provides emergency contact not only via a hotline, but also through a chat-bot, to allow discreet calls for help.The app has information on all types of violence and its effects, instructions on how to handle different situations, and a special test to help determine whether we are in fact dealing with violence. We created expressive communication materials for digital and traditional media channels. Information about the campaign was published on TV, in the press and on the Internet. Our creations were visible in all of the largest cities across Poland.Thanks to the campaign and AVON Alert App, women can now, at an early stage, contact Feminoteka Foundation’s experts in order to learn about violence and assess their situation and get access to professional help and support. Ultimately, we have built confidence and optimism about potential changes. We have shown the power of women, rather than victims and fear. This has only strengthened our belief that... we should interfere.