Photo caption: Orange Bowl 2024 Poster
This is the third consecutive year that the Foundation for Vietnamese Stature and TH Group have coordinated to implement the Orange To campaign. The campaign is carried out in response to the Month of Action for Gender Equality and Prevention and Response to Gender-Based Violence, which takes place from November 15 to December 15, an annual activity of the Vietnamese Government to promote awareness and action in the community to reduce violence against women and girls. With the message "Joining hands for the true happiness of Vietnamese women and children", this year's campaign continues the success of the Orange To program 2023, while expanding the scale and strengthening social activities.
According to the 2019 National Survey on Violence Against Women by the Ministry of Labor, War Invalids and Social Affairs, up to 63% of women have experienced at least one form of violence by their husband or intimate partner in their lifetime. This not only causes physical harm but also has a serious impact on the mental health of the victim, as well as affecting the economy and society. Vietnamese law currently has many regulations prohibiting and handling acts of gender-based violence, but this situation still exists due to gender stereotypes, lack of support and limited awareness from the community.
Note: In 2023, Orange Products participates in the Orange Bowl program, the For Vietnamese Stature Fund will contribute 630 VND to the Fund to support livelihood improvement for women who have suffered violence and are in difficult circumstances.
In order to raise public awareness, the Orange Toast with TH 2024 campaign first includes direct communication activities at 25 TH true mart stores (15 stores in Hanoi and 10 stores in Ho Chi Minh City). Here, the orange corner will be decorated with posters, photo booths, standees, backdrops or orange details.
During the campaign, for every orange product sold, the For Vietnamese Stature Fund will contribute VND630 to the Livelihood Support Fund for Victims of Violence. This figure reminds consumers that 63% of women have experienced at least one form of violence by their husband or intimate partner in their lifetime. It is expected that more than 400,000 products will be sold, equivalent to VND300 million contributed to the Livelihood Support Fund for Victims of Violence to support women who have been abused and are in difficult circumstances in Quang Binh district, Ha Giang province.
In addition, Orange with TH 2024 will also be held at 30 offices and branches of TH Group and its member companies across the North, Central and South regions. These units will decorate orange corners and carry out internal propaganda activities to raise awareness of gender-based violence among staff. It is expected that 10,000 staff will directly and indirectly benefit from the campaign.
The campaign message will also be spread on online platforms, expected to reach about 600,000 people through media articles in newspapers, television, social networks, and internal communication channels. In particular, the Organizing Committee will coordinate with units to organize the Talk Show "Men Pioneering Action to Promote Gender Equality in Nghe An", with the participation of 200 officers and employees of units under TH Group.
With the mission of contributing to the Sustainable Development Goals (SDGs), the Vietnam Stature Foundation (VSF) has implemented many programs for gender equality such as Happy School, Gender and gender equality with young reporters, Red Sails, For mothers and babies - For Vietnamese stature... These programs not only support disadvantaged groups but also impact community awareness, creating a more respectful and equitable environment.
Coordinating the implementation of the Orange To campaign with TH 2024, TH Group is a unit with the core value of For true happiness and steadfastly implementing the Sustainable Development Strategy consisting of 6 pillars: Nutrition - Health, Environment, Education, People, Community, and Animal Welfare. In which, in the People pillar, TH not only builds the principle of respect, especially respect for women in the working environment, but also wants to strongly spread this message to the community.
Over the years, TH has carried out many social responsibility activities for the true happiness of children and women. In 2020, the Chairwoman of the Group's Strategy Council - Labor Hero Thai Huong - was awarded the Leadership Award for Gender Equality Commitment by UN Women within the framework of the Women's Economic Empowerment Program in Asia.
A total of 87 orange products are applied to the Livelihood Support Fund program for women who have suffered violence, including product groups: nut milk, oat milk, yogurt, juice, butter, ice cream, etc.
The program is implemented at 25 True Mart stores (15 stores in Hanoi and 10 stores in Ho Chi Minh City). Of which, 3 stores are decorated with orange booths (in Hanoi: 34 Hoang Quoc Viet, R2 Royal City. In Ho Chi Minh City: 390 Bis Nguyen Oanh).
Customers who purchase the product and check in at the orange booth will receive a free pack of TH true JUICE milk MISTORI Natural Orange Fruit Milk Drink 110 ml (time frame applies from 4:00 p.m. to 9:00 p.m., from November 20 to December 20, 2024).
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