Over the past 3 years, the To Cam campaign of TH Group has made a strong impression on the community, not only because of the impressive numbers but also because of its far-reaching influence, contributing to raising awareness of violence against women and girls, and creating opportunities for them to change their lives. This journey has brought meaningful stories, as well as demonstrated the persistent commitment of TH Group and its member companies in building a fairer and happier community.
"To Cam with TH" campaign progress
Launched in 2022, the Orange To campaign of TH Group quickly attracted attention from the community. In the first year, the campaign sold 238,000 orange products, equivalent to 149 million VND contributed by the For Vietnamese Stature Fund to the Livelihood Support Fund for Women Who Have Been Abused and in Difficult Circumstances. The activity took place at 15 TH True Mart stores and 21 departments nationwide, reaching more than 250,000 views on social networks.
The campaign did not stop at sales figures, but also expanded through strong communication activities. More than 50 press and television articles reported on the campaign, contributing to creating a wave of public awareness about the issue of violence against women and girls. With its far-reaching influence, "To Cam 2022" has truly become a movement, encouraging people to act together for a society without violence.
In 2023, the "To Cam" campaign continues to grow strongly with the cooperation of TH Group, BAC A BANK and UN Women. The Livelihood Support Fund for Women Subject to Violence received VND 301 million from the For Vietnamese Stature Fund and VND 300 million from BAC A BANK through product sales and savings account opening activities. These contributions affirm the financial commitment and companionship of TH Group, the For Vietnamese Stature Fund and BAC A BANK in ending domestic violence.
With 657,205 people reaching out with the message of protecting women and girls, the Orange To 2023 campaign has spread strongly through more than 380 posts on social media, creating a wave of support and changing public awareness. The organizers have not only contributed materially but also shown their spiritual support for victims of violence.
Positive impact of the campaign "Pour oranges with TH"
In addition to its media success, the "To Cam with TH" campaign has truly changed the lives of many disadvantaged women. A typical example is the disbursement of capital to women in Ang Nua commune, Muong Ang district, Dien Bien province. With 300 million VND from the For Vietnamese Stature Fund, 15 women have had the opportunity to improve their livelihoods through coffee business models, increased production and livestock farming. These women not only have more income, but also feel more respect and love from their families and communities.
The story of Ms. Lo Thi Tien, a member of the Sisters Coffee production group, is a clear demonstration of the effectiveness of this support fund: "Through this fund, my sisters and I have had more funds to produce and bring economic income to our families. Previously, we women usually just stayed at home to take care of our children. Through this fund, my sisters and I have been able to make money, take better care of our children, and our families and husbands have also respected us more."
Besides, through the gender equality training sessions of the For Vietnamese Stature Fund, women learn and know their own value, making their voices stronger, equal to men.
Ms. Tong Thi Ngoan shared: "In the past, I only knew how to eat, sit in the kitchen, and go to the fields. Men took care of everything. Women only knew how to go to work, and when they had money, they left it all to men because they were afraid of their husbands and respected their mothers-in-law. They could not be independent. Now, when their husbands say something, they can also say something back to their husbands." Thus, it can be seen that since being trained on gender equality and gender violence, Ms. Ngoan and other women have seen the role of women being enhanced in the family and society.
"To Cam and TH" 2024: New goals, new hopes
By 2024, the "To Cam with TH" campaign will continue to affirm its commitment to women and girls, especially ethnic minorities in difficult circumstances. With the goal of improving the livelihoods of women who have suffered violence, the To Cam 2024 Livelihood Support Fund will continue to be deployed in Quang Binh district, Ha Giang province. To continue supporting the campaign, customers can buy orange products at TH True Mart stores, or open a "Nest Builder" savings account at BAC A BANK. Thereby, it will help contribute a part to the Livelihood Support Fund for women who have suffered violence and are in difficult circumstances.
Talk show "Pioneering men in action to promote gender equality", one of the communication activities to promote gender equality that VSF and TH will carry out in 2024
Also within the framework of the "Orange with TH" 2024 campaign, the seminar "Pioneering men in action to promote gender equality" organized by the Vietnam Stature Foundation (VSF) and TH Group attracted the participation of prestigious speakers such as Mr. Dang Hoa Nam (Department of Children, Ministry of Labor, Invalids and Social Affairs), journalist Truong Anh Ngoc, and leaders of TH Group, including Ms. Luu Thi Thu Hien and Mr. Nguyen Tien Dung.
Journalist Truong Anh Ngoc emphasized: "Gender equality is a common journey, where both genders eliminate prejudice and find solutions to invisible pressures." Mr. Nguyen Tien Dung shared that the proportion of female employees at TH Milk Factory has reached 30%, reflecting a change in human resources policy. The entire group currently has 61% female employees. Ms. Luu Thi Thu Hien affirmed: "TH creates an environment of equality and comprehensive development for all employees."
Mr. Dang Hoa Nam highly appreciated TH's efforts in promoting gender equality, considering it the foundation for sustainable development. Ms. Tran Hong Diep emphasized: "The To Cam campaign over the past three years has not only supported women but also promoted the sustainable development of society."
TH General Director Tal Cohen said that since 2022, TH has promoted the To Cam campaign with many practical activities, affirming the important role of men in creating common values for society.
The three-year journey of the “Paint Orange with TH” campaign is a clear demonstration of TH Group’s commitment to protecting the rights and improving the quality of life for women and girls. This is not just a media campaign, but a concrete action, bringing opportunities to vulnerable people. Each year, the campaign not only “paints orange” the lives of victims of violence, but also “paints orange” the hope for a more equal and fair future.
Source: https://pnvnweb.dev.cnnd.vn/hanh-trinh-3-nam-tap-doan-th-to-cam-vi-hanh-phuc-cua-phu-nu-va-tre-em-gai-20241231142353183.htm
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