Entrant: Vintage
Campaign (series): The Thing Is
Country: Ukraine
Section/Contest/Category: C. POSITIVE CHANGE / C02. POSITIVE CHANGE – NON-PROFIT / C02-01. FILM
Award: Shortlist
Advertiser/Brand: Ministry of Internal Affairs of Ukraine
Year: 2021
Creative Team:
Exhibition partners and donors: Office of the Vice Prime Minister for European and Euro-Atlantic Integration Ministry of Internal Affairs of Ukraine National Police of Ukraine Ministry of Social Policy of Ukraine UNFPA Ukraine Foundation Initiator: Ministry of Internal Affairs of Ukraine and National Police Intercessor of the Minister of Internal Affairs – Kateryna Pavlichenko Head Specialist of MVS — Lishnevska Kateryna Head of the Department for Monitoring Gender Nutrition and Coordination of Preventing Domestic Violence of the NPU Human Rights Administration — Dashutina Olena Intercessor of the Head of the Department of Media Communications of the Minister — Kirilenko Fedir Partner — UNFPA Ukraine Foundation Radiation of Communications – Alona Zubchenko Creative idea and web development – Vintage CEO — Ievgen Kudryavchenko CPO — Olena Kornieva Creative directors — Olga Shevchenko, Kirill Chistyakov Manager of project — Olena Bylkevych CDO — Eugen Petruk Art Director — Ksenia Mykhailova CTO — Oleksandr Babelyuk Team Leads — Roman Gonchar, Yukhim Savchin Development — Angelina Bindyugina, Dmytro Targan, Dmytro Chekal QA — Alina Kotlyarenko, Anastasia Kulishenko, Irina Kaploukh, Sergiy Primakov, Andriy Korutchak UX – Victoria Lazebna Photo and video production — Divergent CEO — Fadeeva Valeriya Chief Creative Officer — Dema Katerina CTO – Kosvin Illya CMO — Matviy Bugrimenko Director and author of the scripts — Tsіlyk Irina Composer - Degtyarev Anton (Ptah)
Creative idea:
THE THING IS: Do not tolerate violence - call for help The National Police of Ukraine annually records more than 200,000 cases of domestic violence. But it’s even worse, the wails and cries of many victims are not heard. They are muffled by the walls of apartment buildings, the background noise of the TV and the neighbors’ fences. Victims put up with violence and do not call to police and social services. The thing is, we need to hear the voice of each victim and stop the violence together. THE THING IS project was initiated by the Ministry of Home Affairs of Ukraine. THE THING IS project was promoted by 16 famous Ukrainians, who are the mouthpiece of the whole country. They told 16 stories taken from real police records. At the heart of each story there is a thing that has become an instrument of violence… Most importantly, the real voices of the victims in the video come through the words of celebrities. There is sincerity, suffering, pain… We loudly called for action: Do not tolerate violence - call for help During the World Campaign "16 Days Against Violence", all videos were broadcast on the largest video screen in Ukraine in the heart of Kiev. 16 things were displayed at the exhibition, which was located in the largest shopping mall, which is visited daily by 40,000 people. With the help of QR codes, videos with these objects could be viewed online on the website. Stories about THE THING IS project appeared in all major TV news on national TV channels and on major online resources. Celebrities have published the stories of THE THING IS project on social media. People shared their posts. And even more - they added their own experiences of domestic violence to the stories. The voices of the victims were heard all over the country. THE THING IS that domestic violence can happen next to you. THE THING IS that those you know may be suffering from domestic violence THE THING IS that you can save someone's life if you don't stay away THE THING IS together we can stop the violence if we call for help