The first ever Young Lions Marketers Competitions Ukraine 2020. This work is aimed to raise awareness about social intolerance and human inequality in Ukraine. Young Lions Marketers Competition is a registered trademark and a competition format of the Cannes Lions International Festival of Creativity. All international inquiries should be directed to the Cannes Lions office - https://www.canneslions.com/about/contact-us. For inquiries in Ukraine, please contact the Cannes Lions Representative office – lions@creativity.ua More details - https://creativity.in.ua/ymc

1. Katerina Konsevich
Liliia Bondarenko

2. Current social
situation in Ukraine
4 out of 10 points – low level
of Ukrainian active citizenship*
*Ukraine Social Cohesion and Reconciliation Index
**Based on a survey conducted by the Razumkov Center in 2017
6 out of 10 points – low level
of Ukrainian social responsibility*
2/3 of Ukrainians are not tolerant **

3. Possibility:
Want to change the world? Start with yourself...
Mahatma Gandhi
1 Engage Ukrainians to take part in civic
activities
2 Increase social tolerance level in Ukrainian
society
3
Inspire Ukrainians to make small steps –
each of them can positively change
things in the country

4. Ukrainian intolerance: lack of respect, trust,
acceptance of each other - generates hostility
and a split in society.
Opportunity: teach people to be tolerant to each
other through empathy and help to achieve a
higher goal - the nation unification. We are so
different, but equal, and this is our strength.
I don’t like the attitude towards social
minorities in Ukraine, but I don’t believe
that I (an ordinary person), can change
something, given the fact that Ukrainians
disrespect and distrust each other…
INSIGHT

5. WE RESONATE WITH
YOUNG GENERATION
VALUES
WE TAKE CARE OF
UKRAINIANS GUT HEALTH
FROM THE INSIDE
AT ACTIVIA WE BELIEVE THAT THERE IS NOTHING MORE IMPORTANT THAN A
HEALTHY BODY AND A HEALTHY MIND, SO THAT:
WE TAKE CARE OF
UKRAINIANS GOODNESS
VIA HELPING COPE WITH
SOCIAL AND PERSONAL
PROBLEMS
№1 YOGURT BRAND IN UKRAINE
CURRENT COMMUNICATION PLATFORM: ACTIVIA HELPS YOU FEEL GOOD FROM INSIDE OUT

6. In cooperation with UCBI II and the All-Ukrainian Youth Center
Activia launches a human rights initiative
Objectives:
Build awareness about Activia
human rights initiative. Engage
Ukrainians take part in it in order to
increase tolerance level by small
steps of everyone
Strategy:
Create a human rights initiative
which makes people be heard
and hear through being in
someone else’s hide
Target Audience:
Activia young generation
consumers who want to change
something in the country, but
don’t believe ordinary people can
do it. (Cluster definitions: Tolerant
reformers, Disconnected)
Tone of voice:
Emotional, Inspirational

7. #Equal
Inside
#Equal
Inside
#Equal
Inside
#Equal
Inside
#Equal
Inside
I am non-standard
because of my eyes
I am black and
I am Ukrainian
I like to stand out, but
others don’t understand me
I am just old but
treated as disabled
I am a miner from Donbass
and I am discriminated
The idea: WE ARE SO DIFFERENT BUT EQUAL INSIDE

8. #Equal
Inside
The idea: WE ARE SO DIFFERENT BUT EQUAL INSIDE
Activia launches limited edition of different color &
shape of bottle with same yogurt inside to support
human equality: we are different but equal inside in our
rights & humanity.
On each bottle there will be a personal story of ordinary
Ukrainian how he/she stood for his/her rights. This will
make you feel how it is to be in someone else’s hide.
Share with us your own story how you stood for your
rights and it can be published on the next batch of
bottles. Every story counts, every small step matters.

9. Idea activation:
ALIVE STORIES
FROM ACTIVIA
COLLECT 5 BOTTLES &
GET EXHIBITION TICKETS
And read the life story
of different minority
representatives
printed on the bottle
back
Thanks to Activia mobile app, you
can hear the life story of different
minority representatives printed on
the bottle: imagine how a person
appears in augmented reality (AR)
in front of you and tells own story
On exhibition everyone can
apply the image/ be in someone
else’s hide. For example, to feel
yourself as a miner, you will be put
to a mine prototype with same
temperature & air conditions
#Equal
Inside
#Equal
Inside
BUY ACTIVIA
LIMITED EDITION
SHARE YOUR STORY
Share with us your story on
@Activia.ua and it can be
published on the next batch
of bottles. Every story counts,
every small step matters

10. Deliverables
BUDGETASSETS MEDIA
• Different color & shape of bottles
• Printing stories on the bottles
• AR application to alive stories
• Digital campaign
• Social networks activation
• Offline exhibition
1. 100K $ if exhibition
provided by local
authorities
2. 200K $ if exhibition
executed by brand