The campaign takes place every year from 25th November, the International Day for the Elimination of Violence Against Women, to 10 December, Human Rights Day. It is part of the UN Secretary-General’s umbrella campaign, UNiTE to End Violence against Women, and the theme for 2016 was, “Orange the World: Raise Money to End Violence against Women and Girls”.
MEC Global coordinated media support for the campaign, which ultimately lead to outstanding results. The campaign was commemorated in 105 countries with the hashtag #orangetheworld reaching 312 million Twitter and Instagram users. Posts on the global UN Women Facebook pages reached a total of 22.4 million users with 1.6 million total engagements (likes, comments, shares) and videos received a total of 1.5 million views. Media coverage included 2,874 news reports spanning 100 countries.