There are problems people aren’t used to speak out about. Sexual and gender-based violence in conflict zones is one of them. It is considered too sensitive, and therefore consistently being marginalized and hushed up, including the victims themselves. And if there is no problem, then there is nothing to solve.
Based on these prerequisites, our task consisted of two consecutive parts: actualize the problem and offer a solution for those who faced it.
We divided the campaign into two stages.
In the first wave, we drew attention to the problem of gender-based and sexual violence in the conflict zone in Eastern Ukraine. And what prevented the victims from getting the help immediately, helped to find a creative solution. Silence became the campaign’s first wave main hero.
Each media channel contained a context-driven message linking different parts of campaign together, and led to the website stopsilence.com.ua. Users could find comprehensive information about the subject, contact the hotline for help, and send an anonymous message.
The second wave objective wasn’t just outlining the problem using the same tools, but also offering a way to solve it – the hotline for victims of violence. For this purpose, we created a symbolic image of the invisible man, who embodies the invisibility of both victim and a whole problem in general. The invisibility effect was achieved manually, directly during the shooting, using the background of the first wave, which unifyed both parts of the campaign.
The role of the "visible" heroine was played by Masha Yefrosinina – a well-known TV presenter and a public activist of great credibility due to her longstanding position on fighting against domestic violence and helping its victims.
You can listen to the radio commercials using the following links:
- the first wave
- the second wave
Tens of thousands of people have learned more about the problem of sexual and gender-based violence. The number of stopsilence.com.ua website visits during the campaign period has reached almost 60 000.
Thousands of people applied for psychological help, information support and legal advice.
- Strategic planning
- Communication & brand platforms, positioning, identity development
- 360° campaigns development (TV, digital, press, outdoor, radio etc.)
- Audio & video materials development
- Packaging design
- Promo and POSM
- Non-standard advertising
PROVID is a full-cycle Ukrainian independent creative agency, established in 1994. PROVID is the winner of industry contests such as Effie, Golden Drum, Golden Hammer, Epica, KIAF, White Square, and Idea. It was ranked #2 for "Best Advertising Agency of 2016" and #3 for “Creativity & Craft” in 2016 and 2017, and has been included in the VRK’s Top Five Creative Agencies list every year since 2008.