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News And Views

News & Views

  • 22 March 2017
  • Christine Jewell, Managing Director

AVON #BeBoldForChange

Earlier this month we proudly helped Avon to mark International Women’s Day (IWD) around the world, promoting and celebrating women’s empowerment and activating campaigns to raise awareness of gender-based violence.

3 Monkeys Zeno worked with Avon’s communications teams across the globe to deliver the campaign, culminating in a landmark international event held in London on 6th March to raise awareness of the issue of domestic violence and Avon’s support for the cause globally in an integrated and creative way. This included a specially curated exhibition to tell the Avon story of giving, bringing together campaigns from across the world to show how Avon empowers women and tackle the issues that matter to them – namely breast cancer and domestic violence.

We had a ‘sell-out’ audience of over 150 from Romania, UK, US and Argentina, representing NGOS, pressure groups, academia, Governments, media and other industry partners. Home Secretary Amber Rudd addressed the delegates via video, and Sarah Newton Home Office Minister for Vulnerability, Safeguarding and Countering Extremism gave a keynote speech reinforcing the current Government’s commitment to help wipe out domestic violence through legislative change here in the UK.

As part of the event and broader campaign Avon CEO, Sheri McCoy announced Avon’s largest ever single donation of nearly £2 million for front-line services to support women in multiple countries around the world.

In addition to the financial pledge, Avon, alongside their partner Refuge, unveiled staggering new research into the issue of coercive control amongst young adults aged 16-21. This piece aired by Reuters tells the story.

You can see the highlights of the event in this video

The accompanying PR activation has to date reached over 100 million people with:

  • 40+ pieces of print and online coverage
  • 160+ pieces of broadcast

Avon’s pledge map is gaining momentum and the #AvonIWD hashtag has been posted from Malaysia to Egypt: Over a million people visited the IWD site on 8 March alone and Avon was part of a #BeBoldForChange Twitter storm.

For 3 Monkeys Zeno this was a truly end-to-end and integrated campaign – touching all corners of the globe from Argentina to Africa – reaching and engaging consumers, policymakers, opinion formers and media through an event, media outreach, social and new partnerships brokered – officially becoming a sponsor of IWD this year.

For many IWD is literally that - a day - but for us and Avon, International Women’s Day is a movement. We look forward to working with Avon and their partners to amplify their important over the coming year, with a particular focus on tackling coercion and control and helping to educate young people about the issue and how to spot the signs in their own relationships.

If you’d like to support this worthy cause please join the movement and upload your selfie or simply pledge to #BeBoldForChange.