#AvonAgainstStereotypes

Kristina Nikolayeva, Be—it Agency, Managing Director  Yevhen Posokhov, Be—it Agency, Creative Director Pavlo Pastushenko, Be—it Agency, Senior Copywriter  Olena Severin, Be—it Agency, Creative Copywriter  Valeria Kaganovska, Be—it Agency, Production Manager  Oksana Borodina, Be—it Agency, Senior Account Manager  Anastasiia Kokhovska, Be—it Agency, Account Executive  Mariana Anokhina, Be—it Agency, Account Executive  Nataliya Romanyuk, Event manager  Anna Naduda (ANi Svami), Artist 16on9 — video content agency

Having conducted an all-Ukrainian women’s survey, AVON found out that eight in ten Ukrainian women have faced gender stereotypes and 61% said they didn't fulfill their potential. That’s why AVON launched an ambitious campaign to inspire women to build their lives as they wanted and defy the gender stereotypes that kept them from self-fulfilment. For half a year, we were talking about gender stereotypes on all channels, with our campaign reaching over 23 million and culminating in NOVA — a piece of sculpture by artist Anna Naduda, which became a true symbol of fighting the stereotypes and a new experience of interaction between the brand and its target audience. Stereotypes from distinguished women who succeeded against all odds became one of the essential elements of our campaign — stereotypes ‘walls’ which covered a sculpture NOVA. We asked Ukrainian journalists, celebrities, and business owners to share with us prejudices they have had to overcome. Consequently, 34 famous Ukrainian women became our supporters to spark our campaign. We gave a performance at the opening of NOVA — our guests took hammers and smashed the stereotypes, destroying their barriers literally and metaphorically. By associating AVON with supporting Ukrainian women in their self-fulfilment, we reversed AVON`s drop in the Consideration rate and increased it from 17% to 22%. Avon became more visible to relevant organizations, which allowed building new partnerships with UNFPA and UN Women to carry out projects. We got massive support from media, bloggers, influencers and celebrities, and together empowered women to smash the stereotypes that hold them back!