Campaign to raise awareness about women’s and girls’ sexual and reproductive health and rights



Thematic area

Leadership and decision making


Since 2017


The context

Although Japan is an economically advanced country, it has struggled to bridge its growing gender divide. In 2016, the country ranked 111th out of 144 countries in the World Economic Forum’s Global Gender Gap Report. Women’s access to sexual and reproductive health is a major concern. Many women are unable to access essential health screening and men are often responsible for decisions regarding contraception use.


The project

The I LADY (Love, Act, Decide, Yourself) program is a campaign to raise awareness among women and girls about their sexual and reproductive health and to empower them to make their own decisions. The campaign reaches out to women and girls through various online media, including the I LADY website and social media, as well as through events and study sessions. Additionally, the campaign works with a network of “Activists” who organize awareness raising activities.


The support

Fondation CHANEL is supporting JOICFP to expand its I LADY program enabling it to reach more women and girls, not only in urban areas but in rural areas as well. JOICFP will develop new content for its website, educational and awareness raising tools as well as exhibit materials. Additionally, with the support of the Fondation CHANEL, JOICFP is working to adapt the campaign to make it more inclusive of men and boys, who play a key role in changing mentalities and behaviors.

The expected results

  • Around 500,000 people will be reached via the I LADY website
  • More than 1 million people will be reached through mass media campaigns, including in magazines and on the radio  
  • 100 Activists will be trained to raise awareness about sexual and reproductive health
  • The Activists will reach 3,000 women and girls during various events


The partner

JOICFP is a Japanese non-governmental organization that strives to achieve universal access to sexual and reproductive health services, rights, and information – including maternal health and family planning – for women and girls around the world.  JOICFP has worked in over 30 countries in Asia, Africa, and Latin America.

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