Client: UNDP Uzbekistan
Creative Director: Juan Pablo Valencia
General Manager: Shakhrukh Nizamutdinov
Account Manager: Saima Djakhangirova
Art-director: Javakhir Nazarov
Situation: November 25 is International Day for the Elimination of Violence against Women. In 2019, Uzbekistan adopted several historic laws on gender equality and elimination of home violence.
Problem: Every month, at least 580K women experience home violence in Uzbekistan. Historically, women in our country used to hide violence, besides, talking about it behind the walls of the house is a shame. Therefore, while facing violence, women hide bruises: do makeup and put on sunglasses.
Solution: We developed social advertising to urge women not to be afraid to report domestic violence, without showing shock content: bruises, blood and other consequences of violence. The appeal “Don’t hide it. Report it!” was placed inside of the sunglasses case with the handcuffs instead, since women often use sunglasses to hide the traces of violence.
The message aims to make the wider audience not ignore the problems of domestic violence and to motivate victims of violence to act – to call the hot line.
Result: Without any media budget, social print that was placed on UNDP official website, was spread throughout the social media due to bloggers, and it reached over 600,000 people. The number of calls to the hotline has increased 1.5 times right after the social campaign. This UNDP project has become the project of the year among all UNDP projects in Uzbekistan.