Title	#BUKETCHALLENGE: THE POWER OF WOMEN VOICE
Brand	ADSAPIENCE
Product/Service	#BUKETCHALLENGE
Category	A01. Glass
Entrant	ADSAPIENCE Kyiv, UKRAINE
Idea Creation	ADSAPIENCE Kyiv, UKRAINE

Name	Company	Position
Iurii Gorbachevskyi	Adsapience	Creative Director
Julia Pysmenna	Adsapience	Communications Director
Nadia Barmashina	Adsapience	Senior Copywriter
Irina Lukienko	Adsapience	Junior Copywriter
Yulia Litvishkova	Adsapience	Designer
Yana Gryva	Adsapience	Illustrator
Marina Bai	Adsapience	PR manager
Emily Flegal Gubler	voices.com	Voice talent

Background

The agency’s task was to draw advertising community attention to the question of women’s appearance in commercials and to the conscious development of gender-responsible communication.

Describe the cultural/social/political climate in your region and the significance of your campaign within this context

Gender roles perception’ transformation in Ukrainian society is being influenced by many factors. Advertising and brand communication are among them. Despite politicians talks of public opinion modernization and European vector Ukrainian advertising continues to be conservative and to translate outdated stereotypes concerning Ukrainian woman’s role. TV copies constantly show a woman having no other interests in her life but housekeeping, laundering and cooking healthy&tasty food for once family.

Describe the creative idea

We had opened the difficult discussion with a simple illustration that show women strive for changes.

Describe the strategy

International Women’s Day is a traditional holyday with a heritage surrounded by such “modern women’ best friends” presents as blenders, frying pans and irons. Clients and agencies are having all of those housekeeping kits as a “dream prize” of its promos… never've been asking women about their point of view. To reveal the true, we decided to enable women to become the leading voice of the Day and to raise a public discussion of holiday itself.

Describe the execution

As flowers’ bunch (buket in Ukrainian) is a traditional and wide known symbol of the Women’s Day it was chosen as an object of a virtual staffette on a FB during which women were able to voice their thoughts and express attitude with regard to this holiday. The eve of the holiday, Adsapience agency CEO via short FB video addressing to its clients and partners had called on women to voice and share their attitude regarding Women’s Day using #buketchallenge.

Describe the results/impact

Many women had responded to our invitation to join the public discussion on the topic of the holiday. As the result of the campaign, we’d reached over 13 000 FB users. Moreover, the topic of the discussion turned out to be more profound than just a conversation about a single holiday. We have been able to raise the topic of the women’s rights and contribution in a life of modern society. That resulted in 500K media impressions reached in just 5 days and mentioning of the challenge in a top news of BBC News Ukraine, Pravda.com and Radio Svoboda. Many women’ words have been able to sound loud and open up an important discussion in professional community and wider.