Team 1

1. Belarusian legislation allows both women and men to take leave to
take care of the newborn child up to the age of three, while
keeping their job. In Belarus, howerer only in 0,5% of cases it is
the father who takes the paternity leave
BACKGROUND

2. CHALLENGE
Tell men about their
right to parental leave,
which is provided by the
law of the Republic of
Belarus and motivate
them to take advantage
of this possibility

3. I don't know about it - I don't want it.
I know about it - I need it!
INSIGHT

4. STRATEGY
1. What we want
We want men not only to
read the law but to
understand the advantages
of it
2. The idea
During the paternity leave
you'll have a lot of spare-
time
3. Spare-time, seriously?
But how can we show these numbers?
Yes! According to the
World Health Organization
statistics an average child
aged 0 to 3 years sleeps
14 hours a day. Adult man
sleeps 6 hours. It means 8
hours per day for
yourself
365 days x 8 hour a day x
3 years of paternity leave =
8760 hours!
Do you see the numerous
possibilities now?
4. Easy calculations

5. EXECUTION
Men looove sport games. That's why we:
1) Start a partnership with the most popular online ticket-seller in Belarus www.ticketpro.by
2) Analyzing information about men-users and their purchase of tickets to sport events during the
last
year
3) Calculate the total amount of time spent by each user on sport games (football = 90 min,
hockey = 60 min, etc.)
4) Create a personal message for men on tickets
5) Users HAVE to print the ticket before the event (it's a law too)

6. Paternityleave.by is a website where men will read the law about
paternity leave, find information about it's advantages for family and
child and finally they will understand what do misterious number
"8760 hours" mean. Moreover, we'll help them to plan their future
spare hours
To do this, the site will be provided with paternity leave leisure time
generator
For example:
EXECUTION

7. EXECUTION
You have 8760 hours to
vacum your cat
You have 8760 hours to
learn elvin language
You have 8760 hours to
create a rockband
You have 8760 hours to
brew craft beer
And of course you can share your plans on Facebook and
Twitter

8. We use cheap and obviously
"manly" media - sport tickets
We create personal message
to grab men attention
And we show new
opportunities and advantages
of paternity leave law in easy
SUMMARY