This document proposes the creation of a "Kufar Family Account" to help parents discuss sensitive topics like sex education with their teenage children. It would provide curated content from experts, discussion forums, and targeted prompts to start important conversations. The goal is to help parents feel more comfortable broaching these subjects by giving them reliable information and conversation tools. Key features would include educational materials, opinion leader advice, discussion topics, and family-focused content and promotions to encourage open dialogue. The proposed budget is €255,000 to promote the Family Accounts through a marketing, PR and events campaign aimed at increasing engagement on the platform.

1. ALLPARENTSAREVIRGINS
Kufar Market Place

2. There are three whales between classifieds: Schibsted Media
Group (SMG), eBay, Craigslist.
SMG placed resources in 30 countries of Europe, South America
and Asia.
Kufar is Belarusian representative of the SMG, it is the biggest
marketplace in Belarus and the 3d popular online-platform in our
country (1 000 000 unique users per month).
COMPANYBACKGROUND
UNPFA initiative serves the global goal of promoting the right of
every man woman and child to enjoy a life of health and equal
opportunities.

3. CURRENTSITUATION
&PROBLEM
• the chapter of the reproductive system
appeared in the textbook of anatomy for the first
time in 1986.
• there was no SEX in the USSR but we’ve
survived.
• till now there is no any course about sexual
safety or contraception at education program.
• only 13% of teens from 14-18 spoke with their
parents about THAT.
• parents usually start conversation with teens
post f*ctum their experience (usually bad).

4. TARGETINSIGHTTARGETAUDIENCE-VIRGINPARENTS
Who really can’t find words to tell
their Teen-children how to keep
sex life safe and happy
they still feel uncomfortable to
speak about sex with each other
and they’ve never discussed
THAT topic with their parents.
I wanna my teen-child know about
sex education but I had no
experience in discussion of THAT
topic so I try to avoid this
conversation.

5. MANIFEST:
WHATTHEY
REALLYNEED?
All parents are virgins! And it’s ok… Вut we can help them to
make easier their “first time”.
We help them to start the dialogue with their teen-children in
trust (edited).
NEW messages: You know, you’ll never be totally ready
for THAT. Share what you care!
All we need is F*Q!
HELLO FROM THE OTHER SIDE (TEENS FOR PARENTS):
Hey, we try to be independent but we still need your advice
or approval.

6. PRODUCTSOLUTION:
KUFARFAMILYACCOUNT
Kufar family account helps all
members of family be in touch
and share with each other
goods and other Kufar content.
Benefits of the account:
- special offers from Kufar
partners
- BIG sale day for family
- ideas lists with real goods what
to present for mum/dad/teen
- wish lists!!!!
- group massager for family
discussions
- Teaching content of THAT
topics
- special Kuffs and promotion
prises
HUB
(Family Kufar
Account)
MUMBERS INFO Family Chat
Special Offers From
Partners
mom dad son
• geolocation,
• KUFS(special Kufar currency),
• interests,
• family buys
• BIG sale day for family
• Ideas lists with real goods
what to present for mum/dad/
teen
• Wish lists!!!!
• Special promotion services
• hot topics
• family fun
• vlogs F*Q (opinion leaders advice)
• tests (fun)
• trends (who is Biber’s girfliend?)
Sharing Academy
SHAREWHAT
YOUCARE!

7. CHERRYBOMB!
F*QTHECONSTRAINT
It’s very important for families to share news, interests
and useful content. But the most important to share with
each other experience and knowledge, to do be open
and frankly with each other because all the topics are
natural.
So we suggest our family account users to pay attention
to discussion through the dialogue.
Solution: When our family members will be at home
we send them an invitation to F*Q without the
constraint!
They will have no opportunity to escape the question and
try to start this topic.
and we help our parents to get right informations and
right words to speak about everything.

8. DELIVERABLESANDBUDGET
CAMPAIGN OBJECTIVES
• Promotion promotional articles from bloggers and opinion
leaders
• Writing education materials with the experts in the field of
sex education, reproductive health and contraception
(psychologist, sexologist, medicines, etc.)
• Creation and promotion of the game content: tests, trends
and news by topic
• SMM
BUDGET
€90 000 Production €120 000 PR / Media €45 000 BTL-event
KPI’s
• At least 50 000 Family accounts on Kufar +20% Visits
on Kufar
• To increase revenue on Kufar promotion services per
thousand inserted ads from 25€ to 40€ in a months
• Top of Mind 40% (now 34%)
DELIVERABLES
Own (incl. Kufar + Social media) TV / Radio / Print /
plan
PR plan
Digital and social media plan