«Speak out against violence»
The research we conducted as part of the campaign shows that:
Psychological violence is often not considered violence, but is perceived as part of family relationships.
75%
of children in Ukraine are regularly subjected to harsh “upbringing” by their parents.
1 100 000
Ukrainian women face domestic violence every year.
Usually, violence prevention campaigns in Ukraine are aimed at victims of physical violence, and less often at abusers themselves. However, the situation with domestic violence has not changed after the campaigns.
In order to influence the situation with violence, we addressed the topic of psychological violence. We worked with every participant in violence, because each of us can be a victim, an abuser, or a witness to violence in our lives.
Violence affects people even if they cannot recognize it. So they try to ignore it or resist it. And thus, they commit violence or provoke it themselves.
We decided not to resist, but to speak out against violence.
First, we developed the campaign's logo and identity.
We also created a web portal where we collected frequently asked questions and answers about how to prevent violence and deal with abusers.
Then we conducted a neurobiological experiment that shows the real emotions of people facing psychological violence.
In a special project with 1+1, our team helped create a series of stories about domestic violence and ways to overcome it. The stories were broadcast during the week on 1+1 evening news.
We engaged celebrities in the communication – Dmitry Shurov, Elina Svitolina, Alexander Pedan, Vladimir Dantes and other famous stars on the popular YouTube show The Interwiever. Opinion leaders shared stories about how they manage to cope with conflicts between partners and children.
Our team developed a partnership project with Halychyna milk. A series of labels on it contained tips for parents on how to talk to their children, avoiding violence. In 3 months, we sold about 1 million bottles, and before that, we planned to sell 500 thousand (and all this without additional promotion).
