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This year “16 Days of Activism Against Gender Violence” campaign in Armenia was launched under “Commit, Act, Demand” slogan to emphasize that more commitment and actions are needed to eliminate violence against women and more people, women and men, should demand the protection of human rights, including women’s rights

It is widely accepted that dominating gender stereotypes are exacerbating violence against women and are reproduced throughout generations. In this respect, promoting active male involvement in anti-GBV movement becomes a priority in the top list of actions for eliminating violence against women.

During 16 Days of Activism 2009 campaign in Armenia a special attention was given to the importance of male involvement in the movement against gender-based violence (GBV), as well as on the say men can have and the role they can play in combating violence against women.

In order to highlight the importance of men’s involvement in anti-GBV movement, a male White Ribbon Campaign Ambassador was appointed by UNFPA to become the “public face” of the 16 Days of Activism campaign in Armenia. The young athlete, 2009 European Champion, Greco-Roman Style wrestler, Arsen Julfalakyan condemned violence against women by clearly stating that “A Strong Man Never Abuses a Woman”. This message of the White Ribbon Campaign Ambassador, directed in the first place to the male population of Armenia, has become the leading motto of the campaign and events organized by UNFPA “Combating Gender-Based Violence” (CGBV) project in Armenia.

The athlete’s image and his message were portrayed in the set of visual products used as ultimate awareness raising tools during the campaign. The PSA, banners and the posters were produced by UNFPA CGBV project in cooperation with “Internews” NGO and “Altera” Ltd. All of the mentioned visual materials will be used during one month starting from the first of day of 16 Days of Activism campaign, November 25.

As of today, Public Service Announcement (PSA) is broadcasted on LCD screens in Yerevan metro stations 20 times a day and is aired on major (AR TV, H1, H2, Yerkir Media, and Yerevan) and regional TV channels of Armenia. Two large outdoor banners have been located in the central part of the city, and 100 thematic posters have been placed in Yerevan metro trains. The PSA have been reproduced in DVD format and DVDs are being distributed during press conferences, information meetings, film screenings, and round table discussion organized in Armenian marzes within the framework of 16 Days of Activism campaign.