Conad Nord Ovest launches the “We will not give up” campaign against violence against women

Conad Nord Ovest has launched the campaign “We will not give up. Join us in the fight against violence against women, the new initiative created together with Dire – Donne in Rete contro la violenza and Ethical Fashion Initiative (Efi), running from 1° to 30 November across the brand’s entire retail network.

The message

“We will not give up” begins as a collective message, addressed to women and men, communities and society as a whole. It is an invitation not to let our guard down and to turn participation into concrete action, bringing together support for women, the work of anti-violence organisations and community involvement.

The message also takes shape in a slogan designed to become the initiative’s distinctive mark: a true logo symbolising a shared commitment against violence against women, in which individuals, communities and organisations can recognise themselves and feel part of the change.

The campaign

The campaign unfolds in two phases. In the first phase, the initiative’s solidarity focus will once again be products handmade by women artisans in Kenya through Tujikuze, as part of the Ethical Fashion Initiative, a programme of the International Trade Centre (Itc), a joint agency of the United Nations and the World Trade Organization. For this edition, the protagonists will be bracelets, symbols of support, awareness and closeness to women who are victims of violence.

Available at Conad Nord Ovest stores in six different versions, the bracelet will be offered at the solidarity price of 2,60 euros. For each purchase, the Cooperative will donate 1 euros to anti-violence organisations in the local areas, supporting their activities and programmes offering support and promoting autonomy.

The ambassador

Gessica Notaro, one of the most authoritative and recognisable voices in combating violence against women, will also support the campaign. Through her constant commitment to protecting women’s rights, respect and dignity, Gessica will contribute to “We will not give up”, strengthening its value and its ability to involve people. Her participation is a strong reminder not to remain indifferent and to continue building, every day, a culture founded on respect, courage and collective responsibility.

In-store communications

In its second phase, Conad Nord Ovest, through its network of stores, is implementing a genuine public service communication campaign: from 15 November, in the run-up to the International Day for the Elimination of Violence against Women, the campaign will help disseminate tools and messages useful for reporting and recognising dangerous situations.

Comments

“Gender-based violence continues to represent one of the most serious social emergencies of our time and requires concrete, constant and shared commitment,” says Marco Antonio Brambilla, General Manager of Conad Nord Ovest. “Violence can, in fact, occur in any context: within intimate relationships, at home, in the workplace, in schools, on the streets, in the family, in social spaces and in everyday life. It is therefore essential to develop a greater ability to recognise situations of distress and know how to find one’s way towards the support networks available in the local area. With this initiative, we reaffirm our strong determination to play an active role in promoting awareness and supporting the organisations that work alongside women every day.”

“Our awareness-raising action to combat violence against women continues: it is a responsibility that concerns all of society and cannot be confined to a single day,” says Maurizio Barsacchi, Marketing, Innovation and Systems Director of Conad Nord Ovest. “With ‘We will not give up’, we want to make the strength of our network, our daily closeness to communities and our ability to involve millions of people available to provide concrete support to those working in the local area. Each bracelet thus becomes a visible sign of participation and support, capable of creating value for women and for the organisations that accompany them every day on their journeys towards protection and autonomy.”

“We are truly pleased that this valuable collaboration is continuing,” says Cristina Carelli, President of Dire – Donne in Rete contro la violenza. “And we are pleased for two reasons, both of them important. The first is the opportunity to reach an ever-greater number of women and inform them about anti-violence centres and the possibility of turning to them when necessary. The second reason concerns the financial sustainability of anti-violence centres, which is often difficult to guarantee: every small contribution can make a difference to anti-violence centres and to the women they welcome.”

This article was translated from the original Italian version with the assistance of artificial intelligence. In case of discrepancies, please refer to the original Italian version.