AVON Launches Embrace The Change Campaign To Raise Awareness Of Gender-Based Violence

To mark the UN’s 16 Days of Activism against gender-based violence from 25 November – 10th December, local business AVON has launched a nationwide campaign, #EmbraceTheChange which features the emotional story of one of its employees. The campaign will shine a light on the different forms of non-physical abuse experienced by women around the world, including digital harassment, coercive control and emotional abuse.

At the heart of #EmbraceTheChange is associate Gemma Muncaster’s story who experienced 18 months of psychological abuse, financial control and physical abuse. By sharing her story, Gemma hopes to raise awareness and help other women recognise and escape abuse. “When you are with an abusive partner, you laugh things off even when your gut tells you something is wrong. Abuse is not always a hit, punch or slap, but abuse is always wrong. I hope Avon’s #EmbraceTheChange campaign helps women to recognise the signs of abuse and get out before it’s too late.”

Gemma’s story will be shared across AVON’s social channels throughout 16 Days of Activism. For every share Gemma’s video receives, AVON will donate £1 split 50/50 between its charity partners Women’s Aid and Refuge**.

Nearly half of women in the UK report that they, or someone close to them, have been the victim of gender-based abuse. The most common form of abuse experienced by women is psychological*, yet over half of women are not confident that they know where to go to seek help*. In response to this, AVON aims to reach 10 million women across the UK by not only improving understanding of the forms abuse can take but crucially where to get support.

AVON will invite local charity EVE to its Northamptonshire office to educate its associates on the different forms of abuse and signpost to local support. EVE is one of the beneficiaries supported by the AVON Fund for Women and Girls with Northamptonshire Community Foundation (NCF).

Over the past 10 years AVON has raised £2.4 million for charities helping to end violence against women including NCF, Refuge and Women’s Aid. Funds raised support groups such as EVE to provide essential support services, as well as funding the 24-hour National Domestic Violence Helpline (0808 2000 247).

Executive Director of CSR at AVON Natalie Deacon says, “AVON has a long history of empowering women by tackling gender-based abuse and supporting front-line services for over a decade. We want to encourage people of Northamptonshire to share the #EmbraceTheChange campaign and challenge everyone to think about the different forms of abuse by spreading the word. We are proud to be supporting local charities such as EVE as well as Women’s Aid and Refuge to enable survivors of abuse to get the support they so desperately need.”

Show your support by sharing AVON’s campaign using #EmbraceTheChange and find out more at www.avon.uk.com/causes. Anyone affected by gender-based abuse should call the National Domestic Violence Helpline on 0808 2000 247 (free and 24 hours) run by Women’s Aid and Refuge.

Watch Gemma's story below.


* Based on AVON research 2018 report

** Up to a maximum of £40,00