Young Cannes Lions Belarus 2019, Cyber. Team 2

1. BACKGROUND
Domestic violence is a worldwide problem and Belarus is not an exclusion
48,9% women in our county has experienced psychological, physical,
sexualor (and) economic violence during their lifetime
And only 29,2% of them ask for help*
TASK
We need to rise an awareness about this problem and motivate
woman to speak about their problems
*UNFPA research of 2018

2. S
P
E
A
K
T
H
71% of those who’ve asked for help did it to a close
friend or family member*
And it makes sense, cause, you know
* Klein R (2014)Responding to Intimate Violence against
Women: The Role of Informal Networks Cambridge
University Press
O
O
W

3. We can pay no attention or forgive our partners if they insult or abuse
us, but our friend and family won’t, cause we are the one whom they
love and protect
INSIGHT

4. What can be more relaxing, fun and supportive, then
taking selfie with your friend?
68% of girl friends admit that they will definitely
take selfie when they meet each other
We will take an advantage of this statistic and create
a unique AR selfie filter that will turn an ordinary
photo moment into occasion when you can talk
to your friend about domestic violence
SOLUTION
What can be more fun and supportive, then taking
selfie with your friend?
68% of friends admit that they will definitely
take selfie when they meet each other*
With the help of new and extremely popular “stories”
feature — AR filters — we will turn an ordinary selfie
moment into occasion, when you can talk to your
friend about domestic violence
Why? AR filters helps to produce an impactful and
engaging experience, you can actually see hurt
“ask your friend” AR filter
*statista.com

5. 2
Our filter will work only
for two people
While applying to your friend,
mask will turn into bruisers. By
tapping on the screen you’ll be
redirected to belarus.unfpa.org
Search, read and discuss
information together, so
that you can help your
friend in future or right now
1 2 3
HOW IT WORKS

6. SOCIAL NETWORK
This idea can be used in any “stories” networks, that
supports AR filters: Snapchat, Instagram and
Facebook
We can catch all ages*:
Snapchat - 16-24
Instagram 25 - 34
Facebook 35 - 45
And get the combo reach when victim do not only
get information, but provided with instant and strong
support by people who care
*2018 U.S. Murphy Research study
commissioned by Snap Inc.

7. 1. We create AR selfie filters that work only for two people and do
it in а way that is impossible not to notice
2. We trigger women to talk at the most safety moment – when they are
surrounded with people who can immediately give them help
and support
3. And even if neither she nor her friend has never experienced
partnership abuse, we provide them with all the information,
so that they will be ready if sth bad happens
SUMMARY