At the initiative of Thermal water Avène of the Pierre Fabre group, in collaboration with D.i.Re, a national awareness campaign against the culture of violence against women has started which is gathering numerous followers: from Facebook to Twitter to Instagram. To date the hashtag #WithLeDonneXLandDonne count more and more posts and views.

The project starts from the shared assumption that a key tool to prevent and combat male violence against women is a clear and decisive awareness, one "cultural shot " capable of producing collective advancement.

The aim of the campaign is to generate maximum public resonance, in particular it has been chosen the scope of pharmacies, from print to radio using the network as a privileged lever which will make it possible to make everyone's messages go viral against violence against women. The mobilization also started thanks to some photographs taken in preview by some bloggers of the network who have lent their contribution by inviting all their followers to follow their example: take a photo inspired by violence and post it on their social networks together with a dedicated thought. and use the hashtag #WithLeDonneXLandDonne to express their participation.

The articulation of the activities foresees from 14 October, the involvement in the campaign through the photographic contribution of e-influencers and all those who choose to join, the exposure from 20th November of the shots collected in a photographic exhibition in Rome, in which the photos will be exhibited to make known to the public how and to what extent the theme has been the subject of individual and collective reflection and finally, on 25 November, World Day against violence against women, the call to everyone to give their contribution by tweeting a thought accompanied by the hashtag #WithLeDonneXLandDonne.

In addition, about 1000 pharmacies distributed throughout the country will join the initiative which, with the help of operators of the anti-violence centers of the network D.i.Re, become protagonists by displaying informative and informative material and material relating to the project in the week preceding 25 November and by giving the #ConLeDonneXLeDonne bracelets. This way with the purchase of a product Thermal water Avène, everyone can make their own contribution to the association D.i.Re. “Women on the Net against violence” by wearing the bracelet and directly participating in the #ConLeDonneXLeDonne campaign.

The campaign represents for the Association D.i.Re the first experience of collaboration with the great pharmaceutical brand that has always been attentive and sensitive to the issues of health prevention and also committed to the promotion of rights. His commitment to raising awareness and informing about the prevention of some skin diseases and educating about skin health and the many initiatives in Africa in support of local medicine are well known.

The beauty of being sensitive to all forms of violence is a cultural provocation launched by Eau thermale Avène and very gladly collected by D.i.Re because she chooses to talk about violence by focusing not on the spectacle of pain and victimization but, on the contrary, on the strength and determination of women. We hope that this campaign, in addition to representing the start of a stable collaboration, will be welcomed as a good practice of converting marketing strategies to aims not only for commercial purposes but for the promotion of innovative and breakthrough cultural instances.

A new opportunity for all of us, therefore, but also an example to follow for the profit world.

* Cooperative Eva

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