MTS is the largest mobile operator in Belarus, serving over 5.3 million customers. There is a lack of communication between parents and children in Belarus about gender and sex which leads to issues like STDs in youth and teen pregnancies. MTS aims to address this by launching a new app called "Time to Talk" that will send random push notifications to parents and children when nearby, prompting discussions on pre-selected topics related to safe sexual behavior based on the child's age. The goal is to encourage dialogue and educate youth to promote sexual health.

1. COMPANY
OVERVIEW
MTS is the biggest mobile operator in Belarus.
5,3 millions Belarusian citizens are MTS clients, which is more
than 50% of country’s population
MTS mission is to make people closer one to another using
modern ways of communication. And every MTS
communication must say about new reasons to get closer.
Our motto: ​MTS. The reason to become closer!
BACKGROUND There are still a lot of families in Belarus where parents don’t
speak with children about gender and sex. It is considered as
"inconvenient", "shameful” topic. Lack of information
transferred from parents to children causes such problems as
sexually transmitted diseases among people under 19,
abortions among young females, high level of HIV infection
among young. We need to motivate parents to talk with their
children more about sexual behavior.
CAMPAIGN GOAL - to encourage dialog between parents and their teenage
children;
- to persuade parents take responsibility on education of their
teenage children on safe sexual behavior;
- to promote importance of true and useful info on sexual and
reproductive health, safe sexual behavior of the young
TARGET
AUDIENCE
Adults 35-50 of children 10-18, smartphone users
KEY INSIGHT I wish I knew when to speak with my children about gender
relationships and sex.
KEY MESSAGE There is no “right” time to talk with your child about sex. Talk
to your child anytime/now!
PRODUCT
SOLUTION
MTS provides first service of momentary talks about sex
questions - Time to talk
MECHANIC 1) Install the app on both adult’s and kid’s smartphone
2) Twice a month,​ random time of the day​, when the
adult and his child are close to each other at the
distance of less than 10 metres, their both will receive a
full-screen notification “Time to talk”.
3) Each reminder consists different topics and information
to discuss based on age and background of a kid.

2. HOW IT WORKS - Every family that uses the App gets free talks and video
calls between kids and parents without traffic
consumption from MTS
- Even if it is impossible to talk right now, the need to
discuss crucial issues with children are forming at
parents.
- The App also contains F.A.Q. about safe sexual
behavior for kids and tips for parents.
BENEFITS: For MTS:
- churn reduction
- new subscribers
- loyalty
- strengthening positioning of MTS brand through motto:
MTS. The reason to become closer!
For UNFPA:
- new channel of communication, which will form a
culture of discussing gender questions ​here and now
with children
- simple, fast and free notifications with important
information to the target audience
For parents:
- unlimited free talks with kids
- no need to plan the time and the subject of
conversation about gender questions and sex
- strengthening ties between family members
- confidence of their children’s sexual education and
safety
JOB TO BE DONE Promotion strategy for the new product’s launch, digital
strategy, creative concept, key-visual, logo of the app.
MEDIA
CHANNELS
Internet
Mass media
POS materials
BTL activities
BUDGET $100 000
KPI 250 000 talks about safe sexual behavior between parents
and children in belarusian families during the campaign
50 000 App downloads