Young Cannes Lions_Belarus_PR_2017

1. v
FIRST
TIME
PR
campaign
to
promote
the
importance
of
timely
and
reliable
information
about
safe
sexual
behavior.

2. CHALLENGE
First
conversation
about
safe
sexual
behavior
between
parents
and
teenage
children
is
uncomfortable.
One
is
never
ready
to
start
the
conversation
and
doesn’t
know
the
best
way
to
start.
PROBLEM
Young
people
make
decisions
and
behavior
choices
without
having
the
necessary
knowledge
and
skills
in
this
complicated
field
of
relations,
what
is
often
unsafe
for
their
health
and
can
seriously
affect
their
future.

3. BACKGROUND
Both
parents
(35-­‐45)
and
teenagers
(14-­‐18)
in
Belarus
are
active
online
and
get
most
information
online.
Mobile
communication
is
increasingly
growing
in
Belarus*
and
people
shift
day-­‐to-­‐day
communication
to
messengers.
One
of
the
messengers
is
of
big
popularity
in
Belarus
and
is
used
daily
by
4,5
millions
Belarusians
–
VIBER**.
CONTEXT
As
usage
of
mobile
internet
&
messengers
will
be
growing
in
time,
why
don’t
we
use
this
trend
to
promote
the
importance
of
timely
and
reliable
information
about
safe
sexual
behavior
among
parents?
IDEA
Turn
Viber
public
account
into
a
platform
where
parents
can
get
all
useful
information
about
how
to
encourage
dialog
between
parents
and
adolescents.
*
In
2017,
75%
of
mobile
traffic
is
expected
in
Belarus
according
to
Zenith
Agency
**
Almost
half
of
Belarus
populations
is
using
Viber

4. PU BLIC
C H AT:
Useful
information
about
reproductive
health,
protection
against
sexual
harassments,
advices
from
experts
on
how
to
initiate
a
conversation
with
teenagers
on
safe
sexual
behavior.
First
Time
C H AT BOT:
Conversation
simulator
where
both
parents
&
teenagers
can
train
their
communication
skills
and
get
tailored
advices
on
how
to
initiate
a
conversation
about
safe
sexual
behavior.
HOW
DOES
IT
WORK?

5. MEDIA
CHANNELS
• UNFPA
website
with
special
page
explaining
how
to
use
Viber
chatbot
and
pubic
account.
• Personal
web
pages
of
opinion
leaders
with
teenage
children
• Supermarkets
and
shopping
malls
as
spaces
often
visited
by
parents
and
teenagers
• Online
&
printed
media
• Special
Viber
stickers
explaining
safe
sexual
behavior
• Viber
public
account
&
chatbot

6. LAUNCH
&
FURTHER
DEVELOPMENT
Opinion
leaders:
test
chatbot
&
public
account
and
promote
it
with
special
video
sharing
their
experience
of
getting
information
about
safe
sexual
behavior
as
teenagers
with
#first_time
hashtag
Supermarkets
&
shopping
malls:
Receipts
and
shopping
cards
are
branded
with
#first_time
hashtags
and
QR-­‐codes
so
people
could
follow
and
connect
to
public
account
Online
&
printed
media:
Special
pages,
banners
and
articles
on
public
account
&
chatbot.
Special
Viber
stickers:
Engaging
users
in
the
issue
and
increasing
awareness
about
the
problem.
UNFPA
Website:
Database
of
all
useful
information.

7. – YES.
We
make
communication
about
safe
sexual
behavior
less
personal.
Thus,
more
simple.
– Everyone
with
mobile
phone
can
access
this
information
and
use
it
in
communication
with
teenagers.
WILL
IT
WORK?
• 4,5
million
guaranteed
audience
of
Viber
users.
• 10-­‐15
million
estimated
reach
in
media.
• Gamification
of
communication
experience
(chatbot)
will
make
it
less
serious
for
parents
and
teenagers

8. WHY
WILL
PARENTS
AND
TEENAGERS
LOVE
IT?
Chatbot
will
allow
parents
to
get
necessary
training
before
they
start
a
conversation
on
safe
sexual
behavior
with
their
kids.
At
the
same
time,
teenagers
can
play
with
chatbot
and
experience
what
it
is
like
to
be
a
parent
and
start
such
kind
of
conversation
with
your
child.
Parents
and
teenagers
communicate
in
Viber
daily
and
by
using
special
stickers
will
engage
with
the
problem
and
get
more
information
about
the
importance
of
parents-­‐children
conversations
about
safe
sexual
behavior.

9. SUMMARY
CHALLENGE
First
conversation
about
safe
sexual
behavior
between
parents
and
teenage
children
is
uncomfortable.
One
is
never
ready
to
start
the
conversation
and
doesn’t
know
the
best
way
to
start.
PROBLEM
Young
people
make
decisions
and
behavior
choices
without
having
the
necessary
knowledge
and
skills
in
this
complicated
field
of
relations,
what
is
often
unsafe
for
their
health
and
can
seriously
affect
their
future.
BACKGROUND
Both
parents
(35-­‐45)
and
teenagers
(14-­‐18)
in
Belarus
are
active
online
and
get
most
information
online.
Mobile
communication
is
increasingly
growing
in
Belarus*
(In
2017,
75%
of
mobile
traffic
is
expected
in
Belarus
according
to
Zenith
Agency)
and
people
shift
day-­‐to-­‐day
communication
to
messengers.
One
of
the
messengers
is
of
big
popularity
in
Belarus
and
is
used
daily
by
4,5
millions
Belarusians
-­‐
VIBER.
IDEA
Turn
Viber
public
account
&
chatbot
into
a
platform
where
parents
can
get
all
useful
information
about
how
to
encourage
dialog
between
parents
and
adolescents.
MEDIA
CHANNELS
• UNFPA
website
with
special
page
explaining
how
to
use
Viber
chatbot
and
pubic
account.
• Personal
web
pages
of
opinion
leaders
with
teenage
children
• Supermarkets
and
shopping
malls
as
spaces
often
visited
by
parents
and
teenagers
• Online
&
printed
media
• Special
Viber
stickers
explaining
safe
sexual
behavior
• Viber
public
account
&
chatbot