The document outlines a PR campaign for the United Nations Population Fund to raise awareness about domestic violence in Belarus. The campaign aims to educate the target audience, men and women aged 18-44, about the different forms of domestic violence beyond just physical violence. The creative idea is to have popular voice assistants like Siri, Cortana and Alexa say "no" to users' requests and redirect them to information about domestic violence for 24 hours to draw attention to the issue. The strategy is for the assistants to say "Hear me too!" and provide resources on the UNFPA website about the problem. This is intended to have broad reach through voice assistant users and media coverage about the rebelling assistants.

1. #Hear Me TooP R C A M P A I N G F O R U N I T E D N A T I O N S P O P U L A T I O N F U N D

2. Background
According to international statistics, every third woman in the
world faces sexual or physical violence from a partner. In Belarus,
according to the survey, 48.9% of women experienced
psychological violence from a partner. It is almost every second
woman.
The survey shows that most people call violence only physical use
of force. Economic and psychological violence is not considered as
such, although these are the first steps in the chain of violent acts
against a woman.
These types of violence are often not recognized in society and are
not submitted for discussion.
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3. TASK
Create PR campaign which will rise the awareness
of the target audience about the problem of
domestic violence and all its forms (economic,
psychological, sexual, physical) through a clear and
simple image.
TARGET AUDIENCE
Women and men aged 18-44 y.o., sensitive to new
information and ready to change their behavior as
well as perception of the problematic of the
gender-based violence within the partnership
relations.
OBJECTIVES
o Increase awareness about the problem
o Create involvement into the campaign of
stakeholders and target audience
o Make the topic less taboo
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Brief

4. It’s already too late to battle against physical violence. To make the
campaign successful it is necessary to turn people on to the problem
at the early stage.
Men do not realize that some “simple” actions, like rising voice or
controlling phone, actually hurt women they live with. Simple
requests pronounced in a loud voice already are the first stage of
violence.
To display the problem to people, we will address the ones they
speak with very often – voice assistants.
Curiously enough, all the most widespread assistants are women!
Siri, Cortana, Alexa, Google, Alisa – all of them reply to our requests
in female voices. However, such requests are not always inoffensive
and might be expressed in a commanding tone, which already is a
form of psychological violence.
In our project female voice assistants will be the first to fairly speak
out about violence!
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Strategy

5. 5
Creative Idea
#HEARMETOO
What is going to happen, if Siri will say a definite “NO!” for your next request? By such
unusual behavior the voice assistant will draw attention to her. Moreover, she will ask the
user to listen to her too and carefully consider the issue of domestic violence!
This is why during 24 hours all voice assistants, speaking female voices, will give a strong
rise to start thinking that domestic violence may lie in regular family relations.
T R Y

6. 6

7. Execution
– Hey, Siri, order me a pizza!
– No.
– What do you mean "No”?!
– Hey, HEAR ME TOO! Your orders hurt my feelings, even though you don’t mention it. You should
show some respect to me, because the problem of violence against women is much more horrible,
than you think.
During 24 hours voice assistants will be saying “NO, HEAR ME TOO” to the user orders.
After that they redirect users to UNFPA website belarus.unfpa.org, containing world research
data with horrible numbers regarding violence against women. Additionally, the user get an
opportunity to take a test, which inform him or her about various kinds of violence –
psychological, economical, physical and sexual.
A vocal protest of voice assistants perfectly get out our campaign message to the target
audience – users from Belarus aged 18-44 are consistent users of Siri, Alisa and Google.
The campaign get broad reach not only due to the most popular voice assistants, but also
thanks to strong media support in press – core mass media definitely distribute information
about female assistants, who stand up against attempts of violence against them.
We – several voices of women – will strongly call the society not to stay indifferent to
violence against women.
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8. Execution
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1 channel: voice assistants
Result: broad reach due to users
of voice assistants
2 channel: website belarus.unfpa.org
Result: informing and involvement of TA about
the problem
3 channel: articles
about rebellious assistants in mass media
Result: earned reach media

9. 9
In Belarus 48.9% of women experienced
psychological violence from a partner.
Most people call violence only physical use of
force. Economic and psychological violence is
not considered as such, although these are the
first steps in the chain of violent acts against a
woman.
These types of violence are often not
recognized in society and are not submitted for
discussion.
Task: create PR campaign which will rise the
awareness of the target audience about the
problem of domestic violence and all its forms
(economic, psychological, sexual, physical)
through a clear and simple image.
T A S K
Men do not realize that some “simple”
actions, like rising voice or controlling phone,
actually hurt women they live with.
To display the problem to people, we will
address the ones they speak with very often
– the most popular voice assistants. Siri,
Cortana, Alexa, Google, Alisa will fairly speak
out about violence against women!
Creative idea: during 24 hours all voice
assistants, speaking female voices, will give a
strong rise to start thinking that domestic
violence may lie in regular family relations.
C R E A T I V E I D E A
Strategy
During 24 hours voice assistants will be
saying “NO, HEAR ME TOO” to the user
orders.
After that they redirect users to
belarus.unfpa.org, containing world
research data with horrible numbers
regarding violence against women.
Also, the user get an opportunity to take a
test, which inform him or her about
various kinds of violence – psychological,
economical, physical and sexual.
Result: broad reach due to users
of voice assistants; informing and
involvement of TA; earned reach media
R E S U L T
ExecutionBackground