Those stories deserve to be known. So, we invited people to share the stories of ordinary women who change the world we live quietly, claiming beauty values, with faith, modesty and integrity.

Our campaign message - "Propose a story, a name" was sustained via the online platform.To make the message powerful, eight local celebrities agreed to "stay behind the scenes", inviting people to name a story of an ordinary woman, but a “star” in their world. Testimonials were broadcasted on television, online and press. Most widely read bloggers were involved, exposing stories of women they knew.To publicly recognise the 125 women nominated and voted by the public, we awarded them within a special Gala, bringing them into the limelight, for media and for other women who were left inspired by their stories. Moreover, we created a special red dress for them, recognising in this way their power and femininity.

After 5 months of the nominating campaign, voting and recognition with and by the public, we gained 125 enthusiastic women who have become supporters and ambassadors of the brand.More than half of the campaign exposure was for free (200,000) since we positioned the “125 Women for Change” as a social campaign.

More than 5 millions of women saw the campaign message on TV and print!Our campaign site had:•154,266 site visits •635 010 site views•92,496 votes cast in the campaignWe gain hundreds of comments, shares, articles and profiles posts on Facebook.

See campaign here: http://www.avon125.ro/gallery/ http://www.avon125.ro/propuneri.html, http://www.avon125.ro/clasament.html.