STRONGER THAN VIOLENCE

Creative Producer — Olga Mykhalets  Art Director — Ira Pavlova  Creative Director — Anna Seniuk  Copywriter — Daria Tarasevych  Account Manager — Valeriia Khvyl  PR Managers - Tetiana Koziar, Kateryna Orlova Designer - Olga Zaiets Director - Nata Kit DOP — Ilya Rieznikov  РМ — Olga Kramarenko  Editor — Yegor Kadomtsev  Sound Designer — Igor Bondarenko  Motion Designer — Vlad Kalenskyy 

BACKGROUND During crises like the war in Ukraine, gender-based violence worsens amid heightened tensions. It's crucial to address this issue, even during crises, through support for survivors, prevention measures, and awareness campaigns. The UNFPA campaign aimed to increase the number of appeals by victims of gender-based violence to specialized services. Many women find reporting domestic violence challenging, seeing it as a sign of weakness. IDEA Victims of gender-based violence often lack self-confidence and the ability to resist violence, which can lead them to tolerate, not recognize, or even normalize it. Who's your hero - look in a mirror. We encouraged women to look into a mirror to find the strength they need as a mirror became a visual symbol of the campaign.  Using all possible communication channels we constantly repeated by appealing to women with messages, such as “You have the power to ask for help”, “You have the power to be financially independent”, “You have the power to protect your boundaries”, because “you are stronger than violence” EXECUTION We started the campaign with a captivating fashion video, urging women to discover their inner strength by looking into a mirror. We placed stickers on mirrors in various locations, such as lifts, fitting rooms, restrooms in Kyiv's shopping malls, carrying empowering messages. Collaborating with local businesses, we distributed mirror flyers containing safety plan information and a hotline. Popular influencers handed out branded mirrors to their followers, containing QR codes with helpline links. Furthermore, we partnered with Elle Ukraine and with prominent female bloggers to discuss the timeless trend of being a strong woman. Additionally, we developed a safety plan for dealing with violent situations, distributing it through brochures. An animated explainer video featuring the safety plan was screened in cinemas, trains, shopping centers, pharmacy screens, and online.  RESULTS As of April 2024, 61% of Ukrainians stated they are aware of the campaign.  1,7 mln people watched our promo video 1,8 mln watched a video with the safety plan 1,4 mln watched the Elle blog (only on Instagram) Additionally, survey results indicate that 91% of women and 78% of men believe that physical violence cannot be justified.