The document discusses the problem of domestic violence and indifference towards victims. It notes that abusers isolate victims and deprive them of choice, so friends and community must recognize the signs of abuse and help. The goal is to raise awareness of domestic violence and make people less indifferent. The proposed solution is to integrate messages about domestic violence into popular music on streaming services. If a user does not skip the message, they will hear a real story of abuse and be encouraged to share to raise further awareness.

1. Situation
Almost every second woman faced this or that type of violence from a partner. Being in an abusive relationship, a woman most
often cannot frankly admit to herself and others that she is a victim of domestic violence.
The lack of trust and faith in the fact that it will help due to the fact that the percentage of caring people who are willing to notice,
hear and help the victim of violence among her close circle is small. “This is my fault”, “Why don't you just leave?”, “So you like to
be a victim” - labels that people like to hang, not trying to get into the problem and get into the place of the victim.
People do not notice the problem in their environment. But it is the support of the environment and the understanding that you
are not alone with the problem gives the victim the strength to resist and withdraw from the destructive relationship.
The audience has no understanding that indifference to the problem of the neighbor and as a result of inaction is a deadly silence
for the victims. If we do not speak out against, then we are in favor.

2. Problem:
Abuser deprives the victim of any choice to leave the relationship. As a result, only people close to them can
recognize the problem and help the victim with a solution.
Task:
To draw attention to the problem in order to increase public awareness of the types of domestic violence,
depriving this topic of taboo and perception as something acceptable.
Communication goal:
Make people less indifferent to the problem. Make it clear that if they get involved, their participation can
change or even save someone's life.

3. Creative insight
It’s not my problem.
I try not to see it. I do not want to pry in the affairs of others. I prefer to pretend that I
do not notice anything, because this is not my family, not my relationship, not my life,
not my problem. No one around does not speak this problem, the society and the
media keep silence, and I’m not familiar with it enough to worry about. This problem
is not exist for me untill it becomes my problem.

4. Solution - Don’t pretend you’re not hear it.
Where we can talk with audience? Where it comes to LISTEN: in the streaming
music services such as Yandex Music, Spotify, Apple Music.
How it works?
1. In the some popular songs we will integrate our part, which will starts with a very
natural sound of hit or abusive criticism of a girl, like it’s happen now, right behind
your left shoulder.
2. Then music becomes quieter and user hear narrators voice (or the performer
himself):
“Don’t pretend you didn’t hear it. You understand what that sound was. I want to tell
a story about my close friend, but if you want to go back to your favorite track, just
turn the volume up and the music will start playing again.”
And then...

5. Solution
3. If the user turns up the volume, the music starts to get louder and he hears the
speaker's message, which is getting quieter.
“We don’t blame you. 90% of people don’t want to hear what’s really going on. But
please, don’t pretend you’re not hear, when you will see it next time”

6. Solution
4. If the user does not make any action, he listen a short horrifying real story about
domestic violence close to narrator. How did it start and what terrible consequences it
has resulted in.
Then user will hear the gratitude for listening with mentioning real numbers. Which
percent users from his country at this service was decided not to ignore this speech.
And even wich percent of his friends make same decision.
In the end, we offer to share this post in his social networks and add this audio
recording to his playlist so, his friends can hear it.

7. How does it will work
1. Work with streaming services and with the stars ensures primary coverage.
2. The audio format allows you to immerse yourself in the story, while understanding what the victim feels.
3. The effect of surprise is shocking, and therefore draws attention to the message
4. Understanding the number of people from your country and among your friends who are indifferent to
the problem makes you aware of the scale of the problem.
5. Ignoring the problem once, maybe the next time you act differently.
6. The unique user experience and the importance of the problem are important motivators to share it in
the social. networks.
7. Artists revenue for this song can be addressed to the fund of support victims of domestic violence