The United Nations Secretary-General’s campaign UNiTE to End Violence against Women kicked off in the Asia-Pacific region on 25 November 2010 at a high-profile event in Bangkok, Thailand. The launch coincided with the annual observance of the International Day for the Elimination of Violence against Women.

"We will not successfully end violence against women, unless we substitute the mindset of masculinity with one of gender sensitivity," said HRH Princess Bajrakitiyabha Mahidol of Thailand during the launch at the United Nations Conference Centre that brought together more than 600 people, from diplomats to government officials, as well as high-level speakers, such as the Thai Prime Minister. 

A UNIFEM Goodwill Ambassador, HRH Princess Bajrakitiyabha has played an active role on the issue through the campaign’s social mobilization arm, Say NO – UNiTE to End Violence against Women. At the event, she presented a banner showcasing