Photo: UN Women/Ryan Brown

Photo: UN Women/Ryan Brown

Advocating for change

Through advocacy campaigns, joined by both public and private partners and globally renowned Goodwill Ambassadors, we have reached mass audiences of over a billion. We aim to inspire, challenge and change, putting the whole world on course to achieve gender equality.


It was a day when people in 70 countries across the world took a common but unusual step: They 'oranged' their neighbourhoods to call for an end to violence against women. Iconic landmarks such as the Empire State Building, the UN Secretariat Building in New York as well as the Sphinx and Pyramids of Egypt in Giza lit up with an orange glow-public pronouncements that no one who walked by could ignore.

Women's rights are something so inextricably linked with who I am, so deeply personal and rooted in my life that I can't imagine an opportunity more exciting [than serving as UN Women Goodwill Ambassador].

Emma Watson, UN Women Goodwill Ambassador

Private sector

Partnerships with businesses throughout the year unleashed the mass reach of advertising. Videos highlighting women's achievements and calling for gender equality were displayed pro bono across huge screens overlooking the top three NASCAR races, and similarly at eight National Football League games. Canvassers circulated in the audience to reinforce the messages by asking sports fans what they had learned.

A growing share of our strategic partnerships are now starting to take root in the corporate sector as we work together on fostering women's economic empowerment and calling on men to take responsibility and be accountable for change.

DR. PHUMZILE MLAMBO-NGCUKA, United Nations Under-Secretary-General and UN Women Executive Director