With the theme "Gender equality and safety for women and girls in the digital age", this year's campaign not only extends the orange color of hope, but also affirms a lasting commitment: accompanying Vietnamese women on the journey to create true happiness - happiness built on safety, respect and equality.
The "orange" journey spreads true beliefs and values
Launched in 2022, "Orange Bowl" is an initiative initiated by TH Group, BAC A BANK and For Vietnamese Stature Fund in response to the global movement "Orange the World" of the United Nations and the Action Month for Gender Equality of the Vietnamese Government. Over the past three years, the orange color has not only covered the entire system of 140 points of sale, branches, and offices of TH and BAB, but also penetrated the hearts of thousands of staff, employees and millions of consumers - turning awareness into action, turning empathy into change.
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| For Vietnamese Stature Fund goes to Dien Bien and Lao Cai regions to support women in 2023 and 2024. |
The "Orange Paint" campaign has left its mark with telling numbers. More than 600 news, articles and media programs have brought the message "Joining hands for the true happiness of Vietnamese women and children" to more than one million people across the country. Notably, through the For Vietnamese Stature Fund, 1.35 billion VND has been converted into interest-free livelihood support loans for more than 330 women who have suffered violence or are in difficult circumstances in the provinces of Son La, Dien Bien, Lao Cai and Tuyen Quang.
Models of raising goats, growing tea, roasting and grinding coffee, raising local pigs... are now not only a way of life, but also a symbol of determination and aspiration for rebirth. Many women have repaid their capital and confidently continued with a new loan cycle - something they once thought was impossible. "I feel like I have been given a chance to start over, not only economically but also spiritually" - a woman in Dien Bien shared. It is from these small stories that "To Cam" has become a symbol of humanistic belief - persistent and real.
Orange 2025 - Gender equality and safety for women and girls in the digital age
The "Orange 2025" campaign was launched from November 10 to December 10, 2025, expanding nationwide with the message: " Joining hands for the true happiness of Vietnamese women and children ".
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| Fund for Vietnamese Stature |
In a context where gender-based violence is no longer limited to real life, but is creeping into cyberspace – where malicious comments, harassment, and emotional attacks can cause more damage than physical violence – the "Orange 2025" campaign emphasizes a new aspect: equality and safety in the digital environment.
According to the United Nations (UN Women) Report, 1 in 3 women have experienced at least one form of violence, while in Vietnam, this number is up to nearly 63% (Ministry of Labor, Invalids and Social Affairs, 2019).
Remarkably, only 4% of victims seek help from the authorities, and half choose to remain silent. Women experience more forms of violence than men – physical, mental, economic and cyber-violence – but are less protected.
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| For Vietnamese Stature Fund visits and encourages women in mountainous areas |
Therefore, "coloring" women and girls orange is not only a symbolic act, but also a social wake-up call about the right to be safe - to be respected - and to live as themselves.
In 2025, TH, the Fund for Vietnamese Stature and BAC A BANK continue to commit to contributing VND600 million to the Livelihood Support Fund, helping about 50 women in Ca Mau and another locality to start small businesses. Along with that, 100 women in Tuyen Quang and Ca Mau will be trained in financial management skills, gender-based violence prevention, and sustainable livestock and production techniques.
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| Some "cam angle" images at TH, BAC A BANK in recent years |
The chain of communication activities is also expanded at 45 TH true mart stores and 63 branches and offices of BAC A BANK nationwide with activities such as: "Equal orange corner", writing messages of love, taking photos to check in the orange corner to receive gifts, etc. Especially, the contest "Orange Bowl Family" will spread the spirit of "Orange Bowl - small actions, big meaning".
2025 is also the first year that TH School System participates in the Orange Campaign with meaningful activities for teachers and students such as Orange Outfit Day, organizing lessons on Gender Equality and the "Orange Family" Contest. Thereby, contributing to forming a generation that knows how to care, share and act for a safe and happy society.
What makes "To Cam" different is its durability and depth of value. For TH, this is part of a sustainable development strategy, linked to the philosophy of "True Happiness". Happiness does not come from big things, but from respected equality, from the right to safety, and from the belief that every woman can take control of her own life.
Throughout that journey, orange has not only "painted" on packaging, display space or brand logo. It has "painted" on social awareness, on the way people behave with each other, on the culture of a pioneering enterprise - where every officer, employee, and person of TH becomes a "gender equality ambassador" in work and life.
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| TH Group's "Orange Bowl 2025" communication campaign |
"Gender equality is not a privilege for women, but a measure of a civilized society. When women are safe and respected, all other values can develop sustainably" - representative of the Fund for Vietnamese Stature affirmed.
"Orange 2025" is therefore not only a communication campaign, but also a social commitment of TH Group: Spreading the spirit of living kindly, creating a safe environment for women and girls, and lighting up the orange color of faith - faith in an equal, humane and truly happy Vietnam.
Source: https://baoquocte.vn/tap-doan-th-to-cam-thuc-day-binh-dang-gioi-va-an-toan-cho-phu-nu-tre-em-gai-trong-ky-nguyen-so-334159.html
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