Since 2012, on the occasion of November 25, International Day for the Elimination of Violence Against Women, the Kering Foundation has been launching the White Ribbon For Women campaign. It is aimed at raising awareness of violence against women among Kering employees and the general public.
Since 1991, the White Ribbon is the symbol of a men-led campaign to end Violence Against Women, very active in North-America and in the UK.
In 2012, the Kering Foundation launched its own campaign, to reinforce the awareness of the greatest number of people on the occasion of the International Day for the Elimination of Violence Against Women, on November 25. In partnership with the Kering Foundation, Stella McCartney designed a virtual “White Ribbon For Women” badge. Thanks to the involvement of Kering and its brands, the campaign generated numerous online interactions and reached 15 million people.
In 2013, for the second edition, the “White Ribbon For Women” campaign continued to spread out among social media with the creation of “WR4W” hashtag and this time, the badge was also shared in store. At the end of November 2013, a limited edition badge was given to every customer in 60 flagships of Kering Luxury Brands in Europe. According to the feedback gathered, customers were pleased to support the campaign by wearing the badge and found the initiative powerful. On social media, the support from Kering brands, the involvement of many individual supporters and of several celebrities, like actress Liv Tyler, top model Liu Wen and British singer Adele, played a key role in making this second edition a success. Last year 15 million people in total were reached by the campaign. In 2014, the number has gone up to 55 million people, among which more than 16 million in China alone.
In 2014, from 15 November to 29 November, the limited edition "White Ribbon" designed by Stella McCartney was distributed in more than 700 boutiques from the Group’s brands. On social media, 325 million internet users were potentially reached.