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This November, Vodafone Foundation will be launching a new social media campaign in 12 different countries, highlighting the vital role of family and friends in supporting survivors of domestic abuse. The campaign will also help direct those in need to the Foundation’s Bright Sky website, app and widget, 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, beginning on 25th November, International Day for the Elimination of Violence against Women, and concluding on 10th December, Human Rights Day.
The Vodafone Foundation campaign will go live in 12 of the countries where the global charity is located1 , including Luxembourg. The campaign will appear on Facebook, Instagram, TikTok, X and LinkedIn.
Content of the campaign features the mocked-up photo album from a young woman’s phone, with images of 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 one experiencing domestic abuse – Visit Bright Sky.”
Further to the Vodafone Foundation’s social media activity, the campaign in Luxembourg will be accompanied by the event "Utopia Takeover" on 25th November, where the movie "Breathing Underwater - Hors d' Haleine" will be screened in every cinema hall. The movie, which was filmed and produced in Luxembourg, addresses the topic of domestic abuse and women’s shelters.
This year, the 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 11 Minutes2 , 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 which is simply not acceptable. But 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 Vodafone Foundation said 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 (formerly Thames Valley Partnership). Today the app is now live in 13 markets across the globe. Bright Sky can be accessed either as a website https://lu.bright-sky.org/ or via the app available to download on the App Store or Google Play.
[1] Albania, Americas, Czech Republic, Greece, Hungary, Ireland, Italy, Luxembourg, Portugal, Romania, South Africa and the UK