Anti-violence app gets gold

To mark the 16 Days of Activism Against Gender Based Violence, Avon Poland decided to do something completely new – in addition to an awareness raising campaign, it launched the first ever anti-violence app in Poland. This campaign has gone from strength to strength, winning two awards.

Avon Poland launched the “Cross out unnecessary parts” campaign. This included working with local NGO Feminoteka to launch the Avon Alert app in Poland, which allows women to report acts of violence and receive support in a safe and discreet way. 29,805 users visited the website in first week.

On 25 June 2020, the campaign won the Golden Arrow award in the CSR category. The award recognizes effectiveness and innovation in large marketing campaigns. It is organized by the Polish Marketing Association SMB and Media Marketing Polska magazine.

The campaign had previously received the gold award in the CSR sub-category of Business Innovation in the Innovation 2020 competition. Organized by SAR (Marketing Communication Association), the competition celebrates modern solutions, brave projects and fresh ideas to change the world in business, marketing and media.

“When you remove the unnecessary parts of the claim ‘violence against women’, you are left with ‘power of women’. We used this message to amplify the need to speak up against gender-based violence. We are very grateful to SAR and to the Polish Marketing Association SMB and Media Marketing Polska for their recognition of our campaign and will continue to raise awareness of gender based violence,” said Anna Werstler, Executive Director, Poland and CEE Marketing.