KOSHOGO

Short List
ClientKLOOP
Category G05. Breakthrough on a Budget
TitleKOSHOGO
Product/ServiceNEWS MEDIA
Entrant LEO BURNETT MOSCOW, RUSSIA
Idea Creation LEO BURNETT MOSCOW, RUSSIA
Credits
Name Company Position
Ilya Pryamilov Leo Burnett Moscow Creative Director
Yulia Grezina Leo Burnett Moscow Art Director
Sergey Belozerov Leo Burnett Moscow Copywriter
Vladimir Rolik Leo Burnett Moscow Agency Producer
Mikhail Maer Leo Burnett Moscow Creative producer
Dmitry Ulmer-Morozov Freelancer Coder

Why is this work relevant for Media?

The koshogo, a nuptial veil in use in Kyrgyzstan, became a new media that helped us make our point. The way we combined this symbol with accounts of harsh reality created a shock in people's’ minds. The fact that the koshogos appeared in the places where kidnappings took place added to the power of the campaign.

Background

In Kyrgyzstan even nowadays young women risk being kidnapped and then, forcibly married. This is called ala kachuu, a tradition, say some, but in fact, a crime. The police officers, men for the majority and supporters of ala kachuu, simply refuse to file complaints on the subject. Knowing the authorities’ attitude towards bride abduction, many are its victims who don’t even try to file a report.

Describe the creative idea / insights (30% of vote)

During Bodoshev trial, KLOOP, an independent online news portal, started a campaign everyone referred to as the Koshogo Campaign. A koshogo is a white curtain that the kidnappers’ family hang in his house. According to tradition, for the bride, passing under the koshogo means giving her consent to marriage. If she resists, she will often be raped - to make sure she’ll be too ashamed to escape. We collected confessions of the ala kachuu victims whose reports police refused to register, and printed them on koshogos that were hung in dozens of places over the Kyrgyzstan capital, Bishkek.

Describe the strategy (20% of vote)

This subject is taboo for the majority of the population and media of Kyrgyzstan. Only KLOOP had the courage to speak the truth and to condemn this tradition and those who support it. We combined the koshogo - a powerful symbol of the traditional marriage and virginal innocence symbolized by its white color – with stories of violence against women, even rape, taken from the ala kachuu victims’ reports rejected by the police.

Describe the execution (20% of vote)

We collected confessions of the ala kachuu victims whose reports police refused to register, and printed them on koshogos that were hung in dozens of places over the Kyrgyzstan capital, Bishkek. They appeared in front of major state institutions such as the Ministry of Internal Affairs of Kazakhstan, its Academy and sport base or the court where Bodoshev trial took place. (Often, to get to the entrance, one had to pass under the koshogo as the bride does at the wedding ceremony). At the same time the rejected reports, recorded by these young girls on video in the very places where they’ve been abducted, appeared on the internet.

List the results (30% of vote)

The campaign was nothing short of a shock. In Kyrgyzstan and other countries, the media joined the conversation. Many business communities gave their support to the campaign, but also museums of modern art, cinemas etc. As more and more stories emerged, social networks were flooded with indignant comments, giving rise to a wave of protest that ultimately forced the Kyrgyzstan Premier Minister to demand drastic measures against ala kachuu. On December 11th, Mars Bodoshev, the kidnapper, was sentenced to 20 years of prison and his accomplice, to 7. 26 police officers involved in the case were subjected to severe disciplinary measures and many of them lost their job. UN Women who actively supports the campaign plans to extend it to several other regions of Middle East in 2019.