Every year, the 16 Days Against Violence campaign is held worldwide.
We were approached by the Ministry of Internal Affairs of Ukraine with an offer to develop a concept of an online and offline exhibition. Dedicated to these 16 days campaign.
The topic of domestic violence is extremely relevant for Ukraine.
150,000 cases of domestic violence are reported to the Ukraine police every year. More cases stay unspoken of.
There is too much violence around us. People have learned to ignore it, so we choose not to show violence itself.
We needed another perspective. Our main characters we made to be ordinary try well and can be found almost in any home. They are tools of violence. Behind each of them is a real story of abuse from the police protocol.
This is how the idea of THE THING IS an exhibition was born.
The exhibition THE THING IS was opened in one of the central squares of Kyiv, Ukraine.
You could scan a QR code and go to the exhibition website to hear the horrifying stories of violent survivors.
The ceremony was attended by the First Lady of Ukraine Olena Zelenskaya and Vice Prime Minister Olha Stefanishyna.
Millions of Ukrainians found out about the exhibition from social media or TV news and interned it.
The Thing Is posters were sent to all regions of Ukraine. The police put them up in the squares of all major cities. Yes, we all want domestic violence to stop.
10,000 visitors to the exhibition in Kyiv
146,000 visitors to the exhibition website on the first day
Mini-expositions were presented in 27 cities
More than 70 mentions in national medias

This professional campaign titled 'The Thing Is' was published in Ukraine in November, 2020. It was created for the brand: Ministry of Internal Affairs of Ukraine, by ad agency: Vintage web production. This Integrated medium campaign is related to the Public Interest industry and contains 18 media assets. It was submitted over 3 years ago.


Advertising Agency: Vintage web production, Kyiv, Ukraine
CEO: Ievgen Kudriavchenko
CPO: Elena Kornieva
Creative Directors: Olga Shevchenko, Kyrylo Chystyakov
Manager Of Project: Olena Bylkevych
CDO: Ievgen Petruk
Designer: Ksenia Mykhailova
Copywriter: Kyrylo Chystyakov
CTO: Alexandr Babelyk
Team Leads: Roman Gonchar, Yukhym Savchin
Development: Natalya Іvanova, Dmytro Chekal
QA: Sergii Primakov, Alina Kotlyarenko, Svitlana Voropai, Andrii Buriachok
UX: Anna Gavrilova
Photos: VISION Production
Producer: Roman Voloshin
Photographer: Alexandr Zhadan
Studio Sound Recording: Baker Street Studio
Implementation Of Events And Exposure Stand: Ahead

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