An awareness and education campaign launched today by the Provincial Government calls on residents of the province to show their support and help spread the word that violence against women is unacceptable. The campaign is the first to be endorsed and launched by a provincial government and builds on the purple ribbons worn every year on December 6.

"The Purple Ribbon Campaign is aimed at making the need to prevent violence against women a topic that can be openly discussed in Newfoundland and Labrador," said the Honourable Kathy Dunderdale, Minister Responsible for the Status of Women and lead Minister for the Violence Prevention Initiative. "By wearing ribbons on clothes or placing magnets on cars, we are asking everyone in Newfoundland and Labrador to promote the education and prevention of violence against women at the community level. Education materials will be sent to schools throughout Newfoundland and Labrador and we are also encouraging municipalities to support this campaign."

Minister Dunderdale and the Honourable Darin King, Minister of Education, were joined by fellow ministers of the Violence Prevention Initiative to announce the campaign which includes awareness materials for schools throughout the province.

The campaign, funded through the Violence Prevention Initiative, will run from November 25 to December 10 which coincides with the 16 Days of Activism Against Gender Violence. This campaign also includes two significant dates in the history of violence against women: November 25, the International Day for Elimination of Violence Against Women, and December 6, the National Day of Remembrance and Action on Violence Against Women.

Purple ribbon lapel pins and car magnets are available through many community groups across the province. Awareness materials are available in hard copy and electronic format and outline the history of the purple ribbon and violence against women, contain information specific to teachers, as well as advice for people who are in, or know someone who is in, a violent situation.

"I firmly believe that for us to change societal attitudes towards violence against women, the best place to start is with our children and youth," said Minister King. "We are teaching students that violence, in any form, is unacceptable. By instilling values and respect for others at an early age, we are encouraging students to make positive choices and behaviors that will carry them throughout their lives."