Title | PROJECT911 |
Brand | NON-PROFIT PROJECT |
Product/Service | THE ‘PROJECT911’ — AN INTERACTIVE EDUCATIONAL MULTI-PLATFORM FOR WOMEN, ALLOWING |
Category |
B01. Websites / Microsites |
Entrant
|
ROOM485 MOSCOW, RUSSIA
|
Idea Creation
|
ROOM485 MOSCOW, RUSSIA
|
PR
|
RCG Moscow, RUSSIA
|
Production
|
ROOM485 MOSCOW, RUSSIA
|
Additional Company
|
REDME Moscow, RUSSIA
|
Credits
Elena Kalinina |
ROOM485 |
Managing Creative Director |
Svyatoslav Lavrov |
ROOM485 |
Creative Group Head |
Maksim Skovorodnikov |
ROOM485 |
Head of Arts |
Eugenya Baeva |
ROOM485 |
Art Director |
Denis Kozhukov |
ROOM485 |
Web Designer |
Alexander Maximenko |
ROOM485 |
Technical Director |
Olga Sharypova |
ROOM485 |
Senior Account Manager |
Lyudmila Zonkhoeva |
RCG |
Senior PR Manager |
Katerina Stepkova |
ROOM485 |
Senior Account Manager |
Olga Sharatuta |
RedMe |
Executive Director |
Irina Shanaeva |
RedMe |
Account Manager |
Oksana Gorshkova |
ROOM485 |
Digital Account Manager |
Sergey Chikiris |
ROOM485 |
Video Producer |
Maxim Musatov |
ROOM485 |
Video Editor |
Ksenia Torlopova |
ROOM485 |
Traffic Manager Assistant |
Background
According to The Russian Public Opinion Research Center (VCIOM) in 2017:
1. The idea of ‘decriminalizing’ beatings in the family was supported by 59% of Russians.
2. 19% of citizens consider it acceptable in some cases to raise a hand against a wife, husband or child.
People do not realize the real scale of the problem, as well as the systematic nature of domestic violence and its development from emotional to physical. And remain indifferent to that topic or embarrassed to talk about it, as it is not accepted. Moreover, there are saying in Russian culture: ‘beats mean love’. That way people justify the actions of the abuzer.
By this project we wanted to change the social attitude to the problem of domestic violence against women, reducing the degree of indifference and to promote the adoption of a law for domestic violence prevention.
Describe the strategy
The project started in Russia in the period of an international campaign ‘16 Days of Activism Against Gender-Based Violence’ to challenge violence against women and girls.
Target audience: young people aged 18 to 35 who have never encountered the problem of domestic violence and cannot realize its real scale.
Firstly, we posted teaser videos (50 personalized animated pictures with real faces of our employees, in which becoming signs of beatings). People made these posts and wrote about their stories or showed their indifference to the problem, attracting the attention to the project from their networks.
Secondly, there was an official launch of the interactive multi-platform for women ‘PROJECT911’ in mass media. The news about the launch of the project was supported by leading news agencies and specialized media, opinion leaders and celebrities. In 1 week about project has wrote more than 80 leading and popular media in Russia.
Describe the execution
In order to stop indifference, caused by ignorance and misunderstanding of the problem’s seriousness and to promote the adoption of a law for domestic violence prevention, we introduced the 'PROJECT911' – an interactive informational multi-platform for women, allowing people to find out about the problem, prevent it or get real help. The project covers the entire path of the victim: from the diagnosis of psychological violence to real actions in relation to solving the problem.
It includes the following elements:
1. An interactive game where user can put himself in the victim’s place. It was created on the basis of real stories from the victims.
2. A test that helps women diagnostic their relations by the risk of violence: emotional or physical. It was created with psychologists and experts from specialized crisis centers.
3. Contacts of NGOs and crisis centers.
4. Link to the online platform to sign petition.
List the results
Total results:
• 100 103 game experiences executed;
• 830 243 signed the petition;
• 91 publications in Russian Mass Media;
• 809 670 873 OTS.
In the period of the project launch there was an increase in the number of queries on the topic of "domestic violence" in search engines by 15%.