Company: Vodafone Turkey
Nomination Submitted by: Medyaevi
Company Description: Vodafone Turkey offers all technologies, including fixed, mobile and services, to individuals and institutions under one roof, with vision of "connecting people for a better future". As one of Turkey's largest international direct investors, the company’s total investments have reached TRY 63B in real terms to date. The company serves 24.2M mobile customers and 1.3M fixed broadband customers.
Nomination Category: Corporate Communications, Investor Relations, & Public Relations Categories
Nomination Sub Category: Communications or PR Campaign of the Year - Integration of Traditional and New Media
 Nomination Title: "Ben Varım" Movement
- If you are providing written answers to the questions for this category, you must answer this first question: Specify the date on which this campaign or program was launched:
Launch of the campaign: March 2020
New-term communication process particularly for this entry: December 2021
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated campaign or program, OR written answers to the questions for this category? CHOOSE ONE:
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
- If you are providing written answers to the questions for this category, you must answer this second question: Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 240 words used.
Launched by Vodafone Group, Change the Face is an industry-wide initiative calling on change-makers to join and take action to increase diversity and equality in the sector. The campaign launched in March 2020 and has since built a community of individuals and organizations who can be a force for positive change within the industry. “Ben Varım” is the adaptation of the initiative in Turkey and implies the meaning of both “I exist” and “I am in”. With this movement, we aim to show that women also exist in areas that are generally identified with men and are thought to be male-dominated and to break the sexist perception. The inequality is felt strongly in football, the male-dominated sport, so that we focused on supporting women in football by being sponsored Beşiktaş Women Football Team, as well as other areas of social and business life. We ran our campaign this year with a wide range of communication efforts it ended up so far with International Women’s Week. We also issued a press release on research conducted by Vodafone on behalf of Change the Face initiative to reveal the pandemic impact on women. According to research conducted in 6 countries, including Turkey, one out of every 4 working women had to spend less time on work due to childcare and household responsibilities during the pandemic. The effort we run is crucial for society. We created awareness on both traditional and new media platforms.
- If you are providing written answers to the questions for this category, you must answer this third question: Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 250 words used.
On YouTube, we aired “Ben Varım” documentary film in which 3 women players of Beşiktaş told their success stories and challenges they came across. Then, we held an exclusive interview with the players on newspaper in which they explained their stories, and also feedback regarding that people didn't know what they suffered. We held a press conference to announce we extended our sponsorship for Beşiktaş Women’s F. Team. Hosted captain of the team, the conference aired live in participation of sports press. As it is the 10th anniversary of the sponsorship, we had jersey designed, and planned to support football training of girls with the income raised the jersey sales. We gifted jerseys to opinion leaders and their kids to support our campaign by posting on social media. We started a live LinkedIn broadcast series “Başarının Kırmızı Yolu”(Red Road of the Success) and hosted 5 exemplary successful women entrepreneurs to access more women. We specially planned broadcast series to end up with Women’s Day, so that, meaningful and inspiring messages were shared to encourage women in business life. Additionally, we organized a press conference in participation of VF Turkey Board Members of 4 to deliver our messages and projects for women to date and issued a commercial film about women breaking the stereotypes. We launched a “Ben Varım” NFT campaign with GIFs of equality featuring real-life women serving as firefighters, pilots, couriers, lifeguards, and football players. Income from sales of NFTs will be used for the soccer training of girls.
- If you are providing written answers to the questions for this category, you must answer this fourth question: Outline the activities and concrete results of this campaign or program since the beginning of 2019. Even if your initiative started before 2020, limit your response to activities and results since the beginning of 2020 only (up to 250 words):
Total 153 words used.
We organized exclusive interviews and sponsored for “Equality Stories Summit” due to Int. Women’s Day to encourage women in all areas of life. We achieved a "Ben Varım" awareness score of 33% in a short period of 3 months. The “Ben Varım” documentary reached 3.3 million views on YouTube in 4 weeks. From live LinkedIn broadcast series “Başarının Kırmızı Yolu”(Red Road of the Success), we have achieved 22.000 reach and 11.000 views. Total broadcast time is 203 minutes. We achived a total of 46 million impact score (media reach) as a results of the communication. We will support girls who receive football training in sports schools with the projects. In progress: as part of the project, it is aimed to reach a donation amount of more than TRY 550.000 in total by adding the income from NFT sales to the income to be raised from the sale of jerseys.
- You have the option to reference here any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 181 words used.
Some of the link contents are in Turkish because of the campaign language. We add the links to show that the communication steps were placed as part of the entry. The contents provided by the link is for visual purpose.
Thanks for your understanding
“Ben Varım” Documentary: https://www.youtube.com/watch?v=8qgYM3SU_n4&
“Ben Varım” NFTs: https://opensea.io/collection/benvarim
“Change the Face” Research: https://www.change-the-face.com/wp-content/uploads/2022/03/Creating-a-diverse-and-inclusive-Tech-sector-after-the-pandemic-2022-Research.pdf
“Change the Face” Research Press Release: https://medyamerkezi.vodafone.com.tr/basin-bultenleri/vodafone-pandeminin-calisan-kadinlar-uzerindeki-etkisini-arastirdi
Ben_Varim_Documentary_Interview_fullpage: ONLAR EZBER BOZANLAR - MTM Medya Takip Merkezi
Ben Varım Commercial Film: https://www.youtube.com/watch?v=jyqOEuNqp2A
“Başarının Kırmızı Yolu”(Red Road of the Success) Live broadcast Series:
Elif Boyner (Founder at İyi Yaşa):
https://www.linkedin.com/video/live/urn:li:ugcPost:6891424810237349888/
Gülcan Yayla (Co-founder & CEO at Patika.dev): https://www.linkedin.com/video/event/urn:li:ugcPost:6897142136622387200/
Başak Taşpınar Değim (Co-founder & CEO at armut.com):
https://www.linkedin.com/video/event/urn:li:ugcPost:6900122697938845697/
Aslı Elif Tanuğur Samancı (Founder & Co-manager at Bee’o Propolis)
https://www.linkedin.com/video/live/urn:li:ugcPost:6904109428908318720/
Hande Çilingir (Co-founder & CEO at Useinsider)
https://www.linkedin.com/video/event/urn:li:ugcPost:6906507400879099904/
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