Under the hashtag #ICouldHaveBeen and through the website created for the occasion, the campaign aims to raise awareness about violence against women, particularly among teenagers and young adults. Through the platform, the Kering Foundation invites those who were not born female to imagine what their lives would be like if they had been, by entering a girl's name on the site. Users then discover the violence they might have faced as a girl and are encouraged to share this on social media.