Young Cannes Lions Belarus 2019, Media. Team 4

1. Increase public awareness
of existing forms of gender-
based violence and make
it less taboo in society.
belarus.unfpa.org
CHALLENGE
The problem of gender-based
violence is relevant in Belarus,
but so far at the government
level the problem won’t be
discussed – the problem
doesn’t actually exist.
PROBLEM
To attract the attention of the
country's leadership to make
the government openly talk
about the existence of this
problem in Belarus
TASK

2. All the attention of the Government of Belarus in 2019 will
be focused on the main multisports event in Europe —
the II European Games, which will be held in Belarus.
BACKGROUND
belarus.unfpa.orgbelarus.unfpa.org
The President of the Republic of Belarus - Alexander G.
Lukashenko - loves sports, personally attends and actively
comments on all official sports events and their results.

3. belarus.unfpa.orgbelarus.unfpa.org
INSIGHT
Only when the whole world draws attention
to some fact about Belarus, only then will
this fact be actively talked about inside
the country.

4. Using II European Games as a media channel,
we will openly tell the whole world about the
problem of gender-based violence in partner
relations in Belarus.
And when the whole world will speak about
this, then they will be forced to talk about
this problem inside the country
at the highest level.
belarus.unfpa.orgbelarus.unfpa.org
STRATEGY

5. IDEA
belarus.unfpa.orgbelarus.unfpa.org
To draw attention to the problem of gender-based
violence in partnerships with the help of those who
are following and admiring the whole country,
including the top management - Belarusian
athletes.

6. EXECUTION
belarus.unfpa.orgbelarus.unfpa.org
Belarusian athletes will
compete with painted bruises
all over their body as a protest
against gender-based violence
in partnerships.
Athletes of different categories
will tell at a press conference
about the problem of gender-
based violence in partnership
in Belarus, its types, types and
forms. And they will call on all
people in the world not to be
afraid to openly tell and ask
their state for help.
The country's leadership will
be forced to personally
comment on its attitude to the
situation and the problem
of gender-based violence
in partnerships, and also
publicly make a promise
to solve the problem.

7. KPI
belarus.unfpa.orgbelarus.unfpa.org
4022
Athletes
1
Average coverage
of the Republic of Belarus
9 510 000
Average coverage
among participating countries
480 000 000
This news will go viral and
raise a wave of debate
around the world. And then,
the government of Belarus
will be forced to take a
legislative decision on the
problem of gender violence
in the country
The government will talk about it.
And then the whole country will
talk

8. SUMMARY
PROBLEM
IDEA
INSIGHT
EXECUTION
STRATEGY
KPI
The problem of gender-based
violence is relevant in Belarus,
but so far at the government level
the problem won’t be discussed –
the problem doesn’t actually exist.
Only when the whole world draws
attention to some fact about
Belarus, only then will this fact
be actively talked about inside
the country.
Using II European Games
as a media channel, we will
openly tell the whole world
about the problem of
gender-based violence in
partner relations in Belarus.
To draw attention to the problem of
gender-based violence in partnerships
with the help of those who are following
and admiring the whole country,
including the top management -
Belarusian
athletes.
Belarusian athletes of different categories will
compete with painted bruises all over their body
as a protest against gender-based violence in
partnerships. will tell at a press conference
about the problem of gender- based violence
in partnership in Belarus, its types, types and
forms. And they will call on all people in the
world not to be afraid to openly tell and ask
their state for help.
The government will talk
about it. And then the
whole country will talk
belarus.unfpa.orgbelarus.unfpa.org