1. BACK-
GROUND
TASK
To increase awareness on gender-based
violence within the partner relationship with
the help of social media platforms and
technologies. To focus public attention on
the issue that the topic is not a taboo
According to a survey conducted by UNFPA
in 2018, every second woman in Belarus
experienced violence during her lifetime.
Global data research on the subject shows
the same numbers
2. INSIGHTPROBLEM
Domestic violence is a taboo
subject in Belarus, yet every
second woman is suffering from
it in some way
For many Belarusians
"domestic violence" is just
another billboard with social
ad on it. But these are real
people and real victims. And
you know a lot of them
personally
SOLUTION
We turn the dry expression
into real people from your
environment. By that we
destroy the illusion that
domestic violence doesn't
concern you. And make it
clear you can't ignore the
subject
3. INSTAGRAM DAYS
AGAINST VIOLENCE
In order to draw attention to the scale of
the problem Instagram will change the
numbers of followers and followed
accounts to red numbers of domestic
violence victims. And make them not
clickable during the campaign. The
numbers will cut by every second female
user in the list (50% of girls and women)
Social platform will give people time to
think and theorize what has happened to
the number of their followers and
followings
Local Influencer
Global Influencer
4. THE
OFFICIAL
DECLARA-
TION
Later Instagram will roll out an update
in which it will raise the question of
domestic violence, its causes, types
and forms, and will also ask the users
to look at their followers number in the
profiles
Therefore each user will be able to see
just how many people have already
faced the problem by personal
example
5. Campaign will provoke users not to keep
silent about the problem by offering them
an option to create videomessages with
a special AR-mask. The mask will
represent different kinds of domestic
violence and its severity: from simple
bruises and smashed phone screen to
traumatized face
6. THE OTHER
IMPORTANT ISSUE
Stories made with this AR-mask will be singled
out by red circle and won't dissappear from the
feed after you watch them. They will stay
highlighted (as if unwatched) for 24 hours at the
top of the feed. Because domestic violence is not
something you can just look at and walk away
7. RESULTS AND
CONSEQUENCES
Each Instagram user will be able to compare the situation with his or her
own environment, therefore taking the problem to heart. The problem will
stop being evanescent and will represent the real state of things
The most shocking change in number of followers will happen to celebrities
and influencers which will give them a motive for speaking out
Thanks to mechanism's simplicity and AR-implementation, the same
approach may be used on other social platforms: Facebook, VK.com,
Snapchat, Tiktok, etc
Campaign brings media interest and a subject to discuss by audience
of any sex, age and race
1
2
3
4
