Young Cannes Lions Belarus 2019, Cyber. Team 5

1. CLIENT: The United Nations Population Fund (UNFPA)
CAMPAIGN OBJECTIVES
Tell about violence and its types,
The theme of violence should stop being taboo
Make people do something
BACKGROUND
Violence against women and girls is one of the most prevalent human rights
violations in the world. It knows no social, economic or national boundaries.
Worldwide, an estimated one in three women will experience physical or
sexual abuse in her lifetime. Gender-based violence undermines the health,
dignity, security and autonomy of its victims, yet it remains shrouded in a
culture of silence. Victims of violence can suffer sexual and reproductive health
consequences, including forced and unwanted pregnancies, unsafe abortions,
traumatic fistula, sexually transmitted infections including HIV, and even death.
UNFPA is one of the UN’s lead agencies working to further gender equality
and women’s empowerment, and to address the physical and emotional con-
sequences of gender-based violence. UNFPA’s programmes offer psychosocial
assistance, medical treatment and rape kits to survivors, and promote the right
of all women and girls to live free of violence and abuse.

2. STATISTICS
According to the results of a study on the prevalence of violence against women
conducted by the Institute of Sociology of the National Academy of Sciences of
Belarus in 2018, commissioned by the United Nations Population Fund:
* EVERY SECOND woman at least once was subjected to one or another type of
violence;
* 48.9% of women, it is almost every second, faced with psychological
violence from a partner;
* 16.9% of women have ever been sexually abused;
* 28.4% of women have ever been physically abused;
* 16.3% of women have ever been economically abused
PSYCHOLOGICAL VIOLENCE AGAINST WOMEN IS MORE COMMON OTHER FORMS
PROBLEMS:
1. People do not know what types of violence there are.
2. It is easier for people to close their eyes and pass by than to help.
3. Not everyone is aware that they are aggressors or victims.

3. INSIGHT
It’s normal that everyone has a quarrel, I just have it a little more
often, so I try to disturb my husband less and not pay attention to it.
Scream and stop.
BRAND CHAMPION ( TARGET AUDIENCE)
Marina, 28 years old, lives in Minsk. Marina works as a waitress in the
restaurant and depends mostly on tips and therefore does not feel
confident. She has to close her eyes to the psychological and emotional
pressure at work from guests and the administration.
Usually travels by public transport, buys clothes in a mass market. She
spends all her free time at home doing housework and seeks solace or tries
to distract herself with the help of social networks, for example, on Vkon-
takte and Instagram. Corresponds to Viber.
Marina is very mentally tired of everything, she burned out emotionally
and lost interest in everything. She does not understand that she has be-
come a victim of psychological violence.
Marina has a husband Oleg. Oleg auto mechanic. He is not satisfied that
his wife often works late into the night and is constantly jealous of her visi-
tors. It is depressing about the fact that she is a bad housewife supposedly:
she doesn’t manage to do everything around the house, she doesn’t cook.
They often swear because of domestic problems, but sometimes it develops
into real pressure.
Marina has a son Artem, 6 years old. He just went to school and he
should be provided financially.
SOLUTION
Brand will show the audience that they can be a victim or potential
victim of violence. And tell people how to deal with it.

4. MECHANIC
1. Bord with video and audio accompaniment
2. Interactive banner
3. Push Notification
4. Article on the UNFP website
5. Chat bot with dough
HOW DOES WILL WORK?
We catch a person with this problem in the most ordinary
place, where he hardly thinks about the topic of violence and,
through involvement, we call upon him to reflect on the topic of
violence and tell what it is like.

5. BORD WITH VIDEO AND AUDIO ACCOMPANIMENT
A man descends into the subway and is surrounded by boards with video and audio
accompaniment. These boards show the quarrel of a couple that has just begun.
We hear screams and noise, swearing and how a girl cries.
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6. INTERACTIVE BANNER
The girl descends further to the platform and
sees an interactive banner right in front of her,
on which the continuation of the quarrel of our
couple. The husband swung at his wife, but he
restrained himself and did not hit. But it is clear
that the girl is very scared and cries. Our heroine
has the right to choose how further actions of this
couple will develop: the girl will close her eyes to
the situation or will file for divorce. The outcome
of events depends on it. Our heroine chooses to
file for divorce and eventually saves the girl from
aggravating the situation.
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7. PUSH NOTIFICATION
The train of our girl has already
arrived and she has to go. As soon
as the girl entered the metro, she re-
ceives push notification, which leads
to an article about violence, what
kind of it happens and why domestic
violence is not the norm.
ARTICLE ON THE UNFP
WEBSITE
Our girl opens the article on the link
from the push. Reads an article and
in places recognizes itself.
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8. CHAT BOT
At the end of the article, she sees a call to take a
test in the chat bot, which will allow her to accu-
rately determine if she has ever been subjected to
psychological violence. And in the end, the girl
passes the test in the chat bot and realizes that it
was all with her, but in a mild form.
Each mechanic has a hotline telephone number
on which a person can call for help.
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