How Avon Created a Safe Space for Women
Avon
#IsolatedNotAlone
Building a community to unite and fight domestic violence.
The Problem
For over 130 years, Avon has recognised, empowered and advanced women: providing innovative, quality beauty products primarily sold to women, through women. As the COVID-19 pandemic hit in 2020, forcing the world into lockdown, many women and girls faced an increased risk of domestic violence in India. Committed to help end violence against women and girls globally, this was a critical moment for Avon in India to introduce its promise through action.
The Solution
Avian WE partnered with Avon and the Avon Foundation for Women to launch the #IsolatedNotAlone campaign. To tackle such a complex issue, the team had to start by understanding what people already knew. They identified who was aware violence against women was a problem in their community, who had access to violence prevention programmes and who was using existing resources. Those insights informed the team’s targeted approach to partner with NGOs actively fighting against gender-based domestic violence, and rally support from influencers in India such as activists Aishwarya (Figura Moda) and Nivedita (Badass Brown Activist). To further increase the campaign’s reach, Avon hosted live sessions on Instagram to address queries related to legal aid and mental health. These sessions featured opinion leaders such as Laxmi Agarwal (acid attack survivor), Vrinda Grover (lawyer), Faraz Arif Ansari (filmmaker), Dr. Samir Parikh (psychiatrist at Fortis Hospital) and Roshni Bhatia (lifestyle influencer).
Results
The campaign has not only raised awareness on issues around domestic violence and signposted help for those who need it, but also called on governments around the world to expand funding and resources to deal with the increased incidence of domestic violence. And while the COVID-19 outbreak has dominated news stories in India and print media reduced space for lifestyle features, this did not get in the way of the #IsolatedNotAlone campaign’s visibility. Its success speaks for itself:
- 15,856 clients received health services, including screening and counseling
- $122,500 in grants to front-line services to support women and children in need and at risk
- 2.9 million users were reached through Avon’s Instagram and Facebook pages
- More than 260 hits from the campaign launch press release across prominent publications like Financial Express, Press Trust of India, Businessworld, Dainik Bhaskar and Punjab Kesari, amongst others
- Due to the campaign’s success, Avon is now exploring further ways to empower Indian women and help them earn a living, by helping them set up or expand their own businesses as well as providing skills training and linking them to jobs based on their needs
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