Vodafone Foundation joins global campaign to end violence against women

A new social media campaign from Vodafone Foundation across 11 countries will highlight the vital role of family and friends in supporting survivors of domestic abuse.

Launching in November, the campaign will also help direct those in need to the Foundation’s Bright Sky website, app and widget, offering invaluable sources of support and advice.

For the 3rd year, this campaign forms part of Vodafone Foundation’s participation in the UN-led ‘16 Days of Activism’ campaign – a global initiative fighting against gender-based violence, spearheaded by UN Secretary-General António Guterres. ‘16 days’ begins on 25 November, International Day for the Elimination of Violence against Women, and concludes on 10 December, Human Rights Day.

The Vodafone Foundation campaign in support of 16 days will go live in 11 countries with content appearing on Facebook, Instagram, TikTok, X and LinkedIn.

The campaign centres on a mocked-up photo album from a young woman’s phone. Images show moments in which she and her best friend supported each other over the years, from starting school, to going to festivals together, from helping to move house to being a bridesmaid.

As the pictures scroll by, a concerning SMS message appears on screen from the best friend, giving the impression that she may need help right now. This is followed by the strapline “You knew what to do then, know what to do now. Learn how to support a loved on experiencing domestic abuse – Visit Bright Sky.”

For 2024, a wider 16 days campaign activity led by the UN will be drawing attention to the alarming escalation of violence against women under the theme Every 10 Minutes^[1], a woman is killed. #NoExcuse. UNiTE to End Violence against Women.

Speaking about the importance of Vodafone Foundation’s commitment to the issue of domestic abuse, Leanne Wood, Chief HR Officer at Vodafone Group and Trustee of the Vodafone Foundation said: “We know that one in three women experience domestic abuse globally. We need to match the prevalence of abuse with an overwhelming amount of support in order to end the cycle of abuse. With a million users in 13 countries, the Bright Sky platform can continue to help people find a safe pathway to information and essential services making this awareness raising campaign more important for us than ever before.”

Lisa Felton, Director of the Foundation added that the new campaign was designed to provide practical support: “Many people don’t know how to support a loved one, friend or work colleague facing domestic abuse. The Bright Sky app aims to bridge this gap by educating people on the different forms of abuse and offering clear guidance on how to help. As a resource for friends and family, Bright Sky empowers individuals to recognize signs of abuse and take meaningful steps to support those in need."

Vodafone Foundation first launched Bright Sky in 2018, in partnership with UK-based crisis support charity, Hestia and Hope After Harm. Today the app is now live in 13 markets across the globe.

Bright Sky can be accessed either as a website via www.bright-sky.org or via the app available to download on the App Store or Google Play.

For more information about Vodafone Foundation’s Apps Against Abuse Programme, of which Bright Sky is a part, see here.

Notes

¹ This figure is based on the 2023 report by United Nations Office on Drugs and Crime and UN Women.