Mother Armenia is the tallest statue in the country; it symbolizes women’s role in our society, making it the perfect platform to ring the alarm on Armenia’s perilous rates of sex-selective abortions.We published a provocative PSA video where we glorify all the fields Armenia is a leader in - sports, IT, science, etc., - including sex-selective abortions.We then launched a website – www.bavakane.am – with the relevant data and statistics. Here women could share their own stories and get free, anonymous psychological assistance.Finally, on the International Day of the Girl Child we illuminated the Mother Armenia statue in red and projected Armenia’s statistics on sex-selective abortions onto the pedestal.The Minister of Health went live on Facebook in front of the statue to express his support for the campaign. The statue remained red all night to ensure maximum visibility. Overnight, it went viral.