Awards International — 2025 /
PRINT&OUTDOOR /
Billboards&Posters
Агентство
GForce Grey
Клиент
Citix
Описание
The murder trial of Kazakhstan’s former government minister, who killed his wife Saltanat Nukenova, gained global attention. Saltanat’s name became a symbol of the fight against domestic violence. Soon after, Parliament passed the Law criminalizing domestic abuse. People called it ‘Saltanat’s Law’.
But as public focus faded, the violence continued… In 2024 alone, police received more than 100,000 reports of family abuse across Kazakhstan. Yet people do not realize how often domestic violence happened in a country. Even after the ‘Saltanat’s Law’ criminalised abuse, public engagement was low, and many women lacked awareness of their rights or access to legal help.
To bring the issue back into the light, ‘Saltanat Light’ was created: a restored neon sign from once iconic women’s clothing store named ‘Saltanat’, brought back by Citix, DOOH high-tech company.
Each time a domestic violence case is reported, the sign blinks, reflecting domestic violence statistics in real time. So do 100+ public digital screens across the country. Each screen leads to a Telegram bot developed with the UN, helping women understand and use the Saltanat’s Law.
An AI-driven engine processes a vast stream of data - news, NGO-channels, social media, inputs from crisis centers and user-submitted stories collected via a Telegram bot and interactive Citix street devices.
To ensure clarity and credibility, the system leverages a localized language neural network. Using a custom Node.js prompt, the AI filters and verifies each incident before sending validated data to Citix’s AdTech platform. The GSM-triggered alert then activates the neon sign and updates a live Saltanat Light widget across digital screens.
Results: Reach: 22.3 million (75% of Kazakhstan’s population) Reactions: 522,000 4× increase in criminal cases initiated under the Saltanat Law
Release date: April 7, 2025 (DOOH)
Команда проекта
Advertising Agency: GForce Grey Managing Director: Yulia Tushina Executive Creative Director: Yevgeniy Kostylev Creative Director: Evgeniy Gavrilchenko Creative Group Head: Victor Ershov Art Director: Maxim Shilov Designer: Aizhan Shagansariyeva Motion Designer: Alexander Filatov Client Service Director: Anna Kostyleva Account Director: Anastasia Ivanova Original score: Alexander & Sergey Lipsky (Simple Symmetry) Video contribution: Anton Popov, Ilya Pitertsev
Citix Chief Executive Officer: Yana Shoi Chief Marketing Officer: Yelena Ogbonna Chief Commercial Officer: Yevgeniy Tyan Global Creative Director: Magamed Khazhaliyev Creative Production Director: Dmitry Kiiko Creative Production Executive: Vladislav Pak Creative Producer: Uliya Kusherbayeva Creative Producer: Rustam Ashykbayev PR Director: Leonid Nigmatullin Chief Technical Officer: Kuanysh Baitenov Head of Technical Operations: Konstantin Machshenko Tech Lead: Yevgeniy Burlyai Product Manager: Almaz Shadyrkulov PR Manager: Umit Nurakhmet Motion Designer: Amaliya Bektassova Motion Designer: Almat Suisimbayev Graphic Designer: Zhagan Amanzholov
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