Young Cannes Lions Belarus 2019, Media. Team 3

1. CHALLENGE
belarus.unfpa.org
1. To increase awareness on
gender-based violence within
the partner relationship, its
causes, types and forms.
2. To stop it being a taboo
topic.

2. It’s hard to recognize domestic violence in
your relationship if it’s not physical.
But others can.
INSIGHT

3. We target women because they suffer from abuse the most.
It’s important to have their trust before giving them any kind of
advice. What is the most personal item any person can have?
A smartphone. Furthermore, we use apps for women where
they store personal data.
STRATEGY

4. STOP THE VICIOUS CYCLE
IDEA
Domestic violence doesn’t end. It always repeats
itself through phases. It’s so common it even has
it’s own term – “Cycle of abuse” (Lenore Walker).

5. ACTIVATION
We use Belarus’ most popular
period tracker app – FLO.
It updates with a new function
that will raise awareness
about gender-based violence.

6. HOW DOES IT WORK?
When you open the app,
you are presented with a
small survey. It checks if
you had any experience of
domestic violence. Then in
will help you figure out the
problem and find a solution.

7. HOW DOES IT WORK?
Based on your data and
input, the app will present
you a calendar with your
own vicious cycle and tips
how to deal with them..
Tension
building
IncidentCalm
Honeymoon
Cycle of abuse

8. CHALLENGE: To increase awareness on gender-
based violence within the partner relationship.
INSIGHT: It’s hard to recognize domestic violence
if it’s not physical.
STRATEGY: Educate women through the apps
they trust.
SUMMARY
IDEA: Stop the vicious cycle.
ACTIVATION: Present the cycle of abuse in
women’s period calendar with day-to-day tips.