| Brief | Mother Armenia is the tallest statue in the country; it symbolizes women’s role in our society, making it the perfect platform to ring the alarm on Armenia’s perilous rates of sex-selective abortions.We published a provocative PSA video where we glorify all the fields Armenia is a leader in - sports, IT, science, etc., - including sex-selective abortions.We then launched a website – www.bavakane.am – with the relevant data and statistics. Here women could share their own stories and get free, anonymous psychological assistance.Finally, on the International Day of the Girl Child we illuminated the Mother Armenia statue in red and projected Armenia’s statistics on sex-selective abortions onto the pedestal.The Minister of Health went live on Facebook in front of the statue to express his support for the campaign. The statue remained red all night to ensure maximum visibility. Overnight, it went viral. |
| Story | In the last 25 years in Armenia more than 40.000 girls lost their chance to be born. The reason were gender-selective abortions. Doping Creative Agency is doing its part in tackling this problem - launching #Bavakane (#Enough), a social advertising campaign, later joined by RA Ministry of Health and endorsed by the Prime Minister and First Lady of Armenia. As part of the campaign on October 11, International Girl Child Day, we colored the statue of Mother Armenia - the tallest statue in Yerevan - red, accompanied by a video ad and a website with information on the problem. The campaign was widely discussed on social media - 13.000.000 impressions - and stimulated positive dialogue on the topic. |