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 1.1 million people suffer from domestic violence. 90% of them are women. Only a third 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. UNFPA Ukraine has created an application for women that looks like a menstrual calendar but has a hidden function that calls the police in 2 clicks in the event of violence.  Goal: It is crucial that every woman knows about the app, and it's equally important that no man finds out about it, so as not to catch the eye of offenders. In this case, the only possible option is hidden communication. 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.