Life-saving app — how to implement project, that can not be named.
Every year in Ukraine about 1.1 million people suffer from domestic violence
90% of them are women. Only a third of affected women seek help.
During a full-scale war, tension, stress, or trauma can cause violence even in families where it did not exist before.
Ukrainians have created an application for women that looks like a menstrual calendar, but a hidden function calls the police in 2 clicks in the event of violence. And it saves lives.
Goal: To communicate about the app with as many women as possible to provide a tool to help in unpredictable situations
Challenge: It is important that EVERY WOMAN knows about the app, and it's equally important that NO MAN finds out about it.
- **do not** disclose the name of the app and logo
- **do not** provide direct links to the App Store and Google Play
- **do not** talk openly about functionality
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.
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 men will ignore.
Pads, gas cartridges, 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.
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 that 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.
WE’VE ENGAGED TO THE PARTNERSHIP:
25 Ukrainian businesses
10 special materials in media
Results in 2 months:
After the communication boost, the information became viral — mentions of the application began to appear in the personal pages of influencers on TikTok and Instagram. In just 1,5 months we reached 8 000 000 women And more than 35 000 downloads
So that the application surpassed Badoo and Tinder in the App Store rating.
This professional campaign titled 'Life-saving app' was published in Ukraine in March, 2023. It was created for the brand: UNFPA Ukraine, by ad agency: KYIFORNIA. This 360° medium campaign is related to the Public Interest, NGO industry and contains 1 media asset. It was submitted 3 months ago.
CEO: Kurova Yuliia
Creative director: Yuriy Kurov
Project manager: Olha Sachenko
Project manager: Katya Logvinova
Head of PR: Olga Syrotiuk
PR manager: Bohdana Sadzhenytsa
PR manager: Maryna Schepienko
Animator: Daria Zgurovets
Designer: Kateryna Kochubei
Copywriters: Uliana Koinichenko and Anzhela Osypova
Nina Bagayeva - Communication Associate, UNFPA Ukraine
Olena Finaieva - Communication Assistant, UNFPA Ukraine