Campanie
General Information:
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Context: In Romania, sexual violence remains a widespread yet underreported issue, exacerbated by a lack of formal sexual education. A 2024 study revealed that 55% of high school and college-aged girls experienced sexual abuse, and 41% were minors at the time. Despite this, awareness of consent remains dangerously low, with many young people holding misconceptions that normalize coercion. Vodafone, through its social responsibility initiatives, sought to address this crisis by leveraging technology as a tool for empowerment and education. The Bright Sky app, initially designed to support domestic violence victims, was already available but underutilized by young women due to a lack of awareness. Challenge: With no formal sexual education and minimal national discourse around consent, how could Vodafone: • Spark a nationwide conversation about consent? • Educate young women on their rights and boundaries? • Encourage widespread adoption of the Bright Sky app? Objectives: • Double Bright Sky app downloads (+100% increase vs. the previous quarter) • Reach 1.8 million young women with educational content on consent • Engage Gen Z through culturally relevant touchpoints (festivals, influencers, social media, and traditional media) Approach: Vodafone launched "Conversations About Consent," a strategic, multi-platform initiative combining digital storytelling, influencer partnerships, festival activations, and mass-media amplification to normalize discussions around consent and equip young women with practical tools for self-protection. |
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