MTS is the largest telecom company in Belarus, serving over 5.3 million customers, more than half the country's population. MTS aims to bring people closer together through modern communication methods. However, many Belarusian families do not discuss sexual behavior with their children due to discomfort, which can lead to problems like unexpected teen pregnancy. To address this, MTS is launching a new mobile service called "Time to Talk" that will send parents and children reminders to discuss topics related to gender relations and sexuality. The service provides free talks and video calls between parents and kids on various topics selected weekly to promote open communication.

1. MTS is the biggest telecom company in
Belarus. 5,3 millions people are MTS clients,
which is more than 50% of country’s population.
MTS mission is to make people closer one to
another, using modern ways of communication.
And every MTS communication must say about
new reasons to get closer.
Our motto:
MTS. The reason to become closer!

2. There are still a lot of families in Belarus where
parents don’t speak with children about sexual
behavior. It is considered as "inconvenient",
"shameful” topic.
Lack of information transferred from parents to
children causes a lot of problems with unexpected
teen pregnancy, abortions and HIV
So we need to motivate parents to talk with their
children more about sexual behavior

3. I wish I knew when and how to
speak with my children about
gender relations and sex.

4. There is no “right” time
to talk with your child
about sex.
Talk to your child now!

5. MTS presents
the world's first
mobile service
of kids sexual
education
"Time to talk" F.A.Q.
Regular reminder about talks
based on users location
Free talks and video calls
between kids and parents
Weekly providing list of
interesting topics to discuss
F.A.Q. about safe sexual
behaviour
REMINDER
CALLS
TOPICS

6. Random time of the day, when the adult and
child are close to each other they both will
receive a notification.
TIME
TO
TALK!
TIME
TO
TALK!
10 m
Random
time
2x a month
Topics:
Kim
kardashian
Girls butts
Contraception
Each reminder consists different
topics and information to discuss based
on age and background of a kid.

7. For MTS
- Churn reduction
- New subscribers
- Loyalty
- Strengthening positioning of
MTS brand through motto:
The reason to become closer!
For parents
- Strengthening ties between
family members
- Confidence of their
children’s sexual education
and safety
- Unlimited free talks with
kids
For UNFPA
- New channel of
communication with
children, which will form
a culture of discussing
gender questions here
and now