Every year in Ukraine about 1.1 MILLION PEOPLE suffer from violence
90% of those who report domestic violence are women
Only A THIRD of affected women seek help
During full-scale war, tension, stress, or trauma can cause violence to occur even in families where it did not exist before.
THE VIOLENCE HAS NOT DISAPPEARED. EVERY WOMAN IS AT RISK.
The team of UNFPA Ukraine, the United Nations Population Fund,The Ministry of Internal Affairs of Ukraine and the National Police of Ukraine
created an app that looks like a menstrual calendar
with a hidden function to call the police
IN 2 CLICKS THE APP SAVES LIFE IN CASE OF CONFRONTATION WITH VIOLENCE
OUR GOAL:
To communicate about the app with as many women as possible to provide a tool to help in unpredictable situations
OUR CHALLENGE:
It is important that EVERY WOMAN knows about the app, and it's equally important that NO MAN finds out about it.
CREATIVE [NON]SOLUTIONS
do not disclose the name of the app
do not use the logo
do not provide direct links to the App Store and Google Play
do not talk about functionality openly
do not give up
Communicate in a way that only women can understand. Use a visual and textual tone of voice close to every woman.The texts are simple and friendly. Creatives are full of support.
This is how we started talking about the menstrual calendar that saves lives. Literally. About self-care and the importance of always being safe.
GENERAL CONCEPT
SOMETHING may NOT HAPPEN, BUT YOU CAN BE ready
Looking for ways of secret communication, we relied on the understanding that there are things that a woman will definitely pay attention to, and at the same time that will be ignored by men.
Pads, gas cartridge, or even an umbrella are useful small things that are important to have at hand.
THE APP IS ONE OF THOSE IMPORTANT THINGS.
Our creatives are exactly about it — they trustfully tell women about the tool that gives security. But the man, armed with a shield of banner blindness to the irrelevant, won’t look at posters with pads or lipstick. It's not for him.
This became the main tool of the native creative concept.
COMMUNICATION DECISIONS
We visited places inaccessible to men: women's restrooms in malls and gas stations, offices of gynecologists and mammologists, hair removal salons, gyms, coffee shops, sex shops, women's clothing stores, and, of course, influencers of thoughts and hearts.
from the inscriptions on the mirrors of the Integral gym that motivate and refer to the app
to the stickers calling for safety on post-workout crispy apples
from the creation of a dessert which is distributed for free to women who visit the Kyiv confectionery Namelaka
to the posters in the restrooms of «Ukrzaliznytsia» at Ukrainian railway stations
and to a product card that talks about a free priceless product — safety — that was added to the women's brand's website
For each brand, we created a unique way of communication and many personalized designs: stickers, postcards, posters, bookmarks, etc.
Stories, which fall into the hearts of thousands of women
Unique special materials with 4 specialized media
And also 3 podcasts and 1 YouTube show
RESULTS IN 2 MONTHS
35 300
downloads
8 000 000
reach
At the beginning of the campaign, the application was ranked 486 in the App Store
And in just a few weeks it overtook Tinder, Badoo and Kyiv Digital
WE’VE ENGAGED TO THE PARTNERSHIP:
25
influencers
25
ukrainian businesses
10
special materials in media
WE WERE SUPPORTED BY:
IT WAS A PLEASURE TO WORK ON THE CAMPAIGN
AND EVEN MORE PLEASANT TO GET CLOSER TO THE WORLD IN WHICH SUCH CAMPAIGNS WILL BE UNNECESSARY
