Young Cannes Lions_Belarus_PR_2017

1. Challenge
Motivate parents to start a conversation with their children
on topics concerning sexual and reproductive health.
Problem
Young people make their choice or take a decision without
having any proper knowledge and support, what is often
unsafe for their health and can seriously affect their future.

2. Background
Belarus
is
a
conserva.ve
country
with
the
Soviet
past.
Ques.ons
rela.ng
to
sex
and
sex
educa.on
are
rarely
discussed
in
our
society.
In
Belarus
families
there
is
no
tradi.on
of
talking
with
your
child
about
sex.
The
target
audience
Parents
of
14-­‐18
years
old
youngsters.
These
are
people
who
are
now
between
36
and
54
years.
All
of
them
were
born
in
the
Soviet
Union.

3. Insight
I don't know what to tell my child about sex, because my parents have
never spoken with me about it.
Strategy
To help parents naturally and gently move to the discussion of sex
education questions, we have decided to get them involved with their
children in a board game.
The game will remove communication barriers, will create a climate
of confidence, and what is the most important – will bring the whole
family together at one table.

4. Idea
Please welcome
the most curious
the most exciting
the most blatant
the most interesting
the best family game
The game «About this…»
About this…

5. Execution
The game is a set of
cards with questions
and answers that need
clarifying questions for
the full disclosure of the
topic.
Rules: A player draws
a card and reads the
question. Other players
ask him leading
questions, which can
only respond: yes / no.
The card has a tips.
1375 of these cases were registered
among teens in 2015 in Belarus.
What is it?
Tip: Abortion is artificial interruption
of pregnancy. Abortion can lead to
infertility. Therefore it is very important
to use a condom during sexual contact.

6. Execution
For the game we will find
the most popular questions
about sex from children.
How shall we make it?
Schools will collect the
anonymous questions
about sex from teens
14-18 years, for which they
would like to get answers.
Further, questions will be
sorted and processed by
the psychologists. The
game cards will be created
on their basis.

7. The money for the release of the game will be collected
on crowdfunding platform www.talaka.by (local analog
to Kickstarter).
We present the game to the famous family bloggers
and opinion leaders.
On www.youtube.com, performing «unpacking»
of the game, along with a shop of board games.
Promo activities. In the stores, a promoter will ask the
parents to answer the children's’ questions about sex.
At the end we will announce that there is a game that
can help to explain your child the sex theme in
understandable and easy way.
About this…

8. Execution
The money for the release of the game will be
collected on crowdfunding platform Talaka.by (local
The game will be available for purchase, or it can be
downloaded online and printed for free, to play with
the whole family.
The money earned from selling the game will be
spent on the work of the specialists involved in the
collecting and processing the information.

9. Challenge
Motivate parents to start
a conversation with their
children about sex
education and sex
health.
Insight
My parents haven’t talk
with me about sex, and
I do not know how to
talk about it properly.
Strategy
To engage children
and their parents
in the board game
gently. Through the
game play simply and
accessibly talk about
sex education.
Execu9on
Create game «About
this…». Collecting money
for it on crowdfunding
platform, selling through
TV-shop, presenting to
bloggers and opinion
leaders.
Summary