Trócaire launches media campaign ‘Pur Azm’ challenging gender-based violence

Islamabad
Trócaire, with the support of the Australian Department for Foreign Affairs and Trade, launched a year-long media advocacy campaign on the issues around gender-based violence in Pakistan, says a press release.
The 'Pur Azm' campaign, ‘Gender equality – Our commitment’, is a call to youth, men and women to reaffirm their commitment to promote gender equality and challenge gender-based violence.
The campaign was launched here, the International Day for the Elimination of Violence Against Women, and the beginning of the international 16 Days of Activism Against Gender Based Violence Campaign.
Gender-based violence is one of the most widespread human rights violations in the world, affecting every segment of society regardless of age and socio-economic status. It is a silent epidemic that harms every aspect of human development.
The objective of the campaign is to trigger a national discourse and debate and galvanized action to: prevent violence against women and girls; provide help when it is needed, and guarantee laws that protect women and girls.
The campaign will start a nationwide conversation about challenging gender based violence through public service messages on radio, TV and newspapers, talk shows and social media engagement. A motivational video song ‘Agay Barho’ was launched which will also be aired on TV and radio.
“Working for a just world is a fundamental part of Trócaire’s mission” said John O’Brien, Country Director Trócaire in Pakistan. “It is anticipated that the ‘Pur Azm’ campaign will reach the length and breadth of urban and rural Pakistan to engage youth, men and women, and motivate them to speak up collectively and challenge gender based violence whenever and wherever they see it. The campaign will plant the seeds of change and create opportunities for gender equality and women’s empowerment.”
Trócaire is an Irish international organization operating in Pakistan and was founded in 1973. It envisions creating a just and peaceful world where every human lives life of respect and dignity and basic fundamentals rights are ensured and respected.