Life saving app

Agency: KYIFORNIA 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 UNFPA: Nina Bagayeva - Communication Associate, UNFPA Ukraine Olena Finaieva - Communication Assistant, UNFPA Ukraine

Every year in Ukraine, about 1.1m people suffer from domestic violence. 90% of them are women. Only 1/3 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.  The team of UNFPA Ukraine, the United Nations Population Fund, The Ministry of Internal Affairs of Ukraine and the National Police of Ukraine 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.  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. Strategy Creative [non]solutions  • 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. This is how we started talking about the menstrual calendar that saves lives. Literally. About self-care and the importance of always being safe. 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. For each brand, we created a unique way of communication and many personalized designs: stickers, postcards, posters, bookmarks, etc. Results We’ve engaged to the partnership:  25 influencers  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.