The campaign was conducted under the theme “Break the silence to end the violence!” with the overall objective of raising public awareness and response to gender-based violence as a means of creating an environment where victims and bystanders alike are empowered to act against and report incidents of violence.
John Keells has recognized that gender-based violence is not just a personal or family problem but an issue of public concern because of its direct and indirect impact on the health and well-being of the workplace and society as well as economic and productivity growth of the nation.
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