This document proposes a strategy to educate parents about talking to their children about sex. It involves creating a fake social media profile for a child that is connected to their parent. The fake profile would contain alarming information about STDs, unplanned pregnancy, and HIV infection. When the parent is added as a friend, a message would prompt them to a site with resources on discussing sex with teens. Influential social media figures would also discuss their experiences talking to spark discussion around the sensitive topic. The goal is to motivate parents through concern for their children's wellbeing.

1. Cases of sexually transmitted
disease registered among
people under 19
2010 1375 50%
Abortions took place among
young females under 19
More than half of all HIV
cases in Belarus accounted
between young people
SAD FIGURES
* – all figures are from brief

2. The global challenge of our society lies
in the fact that in the USSR sex theme
was an absolute taboo
Current parents just don't have the experience
and knowledge to talk to children about sex.
The school is also not involved...
Parents don't realize that while they ignore
the topic their children learn about sex from
extremely dubious and not reliable sources
And this leads to sad consequences:
abortions, sexually transmitted diseases, etc.
BACKGROUND

3. Insight: My child is too young and naive
to talk with him about sex, so I don't raise
this topic
Message: Better to talk! (otherwise
he will have wrong perception of the topic)
Strategy: Show parents that while they
ignore sex topic, children can get into trouble
INSIGHT & MESSAGE & STRATEGY

4. IDEA
Idea: Show parents what can happen to their children if they don't learn information
about sex, contraception and sexuality in a right way
Solution: To create a clone of profile page of a child on vk.com, add parent as a friend
and talk to him about: sexually transmitted disease, unplanned pregnancy,HIV infection,
etc.
Notification about new
friend’s request

5. IMPLEMENTATION
Digital Insight: Mothers are much more
active in social networks. And they all
regularly post photos with their kids
Social network: vk.com is the most popular
social network, both for children and parents*
Implementation: In cooperation with “Find
Face” (service #1 to look for people in vk.com
by photo) we will create an algorithm that:
1. Recognizes child’s face on his mom selfie
and finds a child in a social network
2. Takes his photos and personal information
3. Creates a clone of his page with info
about HIV and cause of infection
4. Adds parents as friends in vk.com
* - research: https://vk.com/doc7337161_437670242?hash=e44e10d821d1636879

6. EXAMPLE
Fake-profile’will look
like as full copy with
some eyecatching
changes:
 Status bar
 Changed avatar
 Photos
 Publications
in profile about
UNFPA

7. EDUCATION
"It's horrible!
But far worseis that in Belarusevery year:
Girls under19 commit more than 1,000abortions…
Morethan 50% of newlyinfectedwithHIVare youngpeople
Morethan2,000teenagersbecomeinfectedwithsexuallytransmitteddiseases
It is betterto talk! Childrentrusttheirparentsmore than anyone else.On On the site belarus.unfpa.org,you will find all
the necessaryinformationand recommendationson how to talk with a teenagerat such complicatedtopic.
This page will be immediatelydeletedwhenyou go to the site. We bringyou our sincereapologies.
UNFPA”
To reduce shock and motivate parents to learn more about the problem, the fake-page immediately
sends a message to parents (immediately appears in a pop-up window):

8. MEDIA BUZZ
Opinion leaders: influential mom-vloggers
Chanel: youtube & vk profiles
Goal: Create a discussion around this topic
in social media
Implementation: Video where bloggers
share their personal experiences
of communicating with children
on the sex subject. And answer questions
from their subscribers