Молодые Львы'2020. Media. Команда 3
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This document proposes a project called "Stereotales" to encourage young people to challenge gender stereotypes. It involves placing bookmarks with QR codes inside fairytales at bookstores. The QR codes would link to videos on the UNFPA YouTube channel where real people discuss how gender stereotypes negatively impacted their lives and choices, relating their stories to characters from the fairytales. The goal is to help young people think critically about social norms and stereotypes so they do not feel limited by them in choosing their own path in life. The project will be implemented between July and October with videos and bookmarks placed in 122 major bookstores in Belarus.
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Clients. Team 4
Clients. Team 4Анна ШутоваThis document proposes a charity campaign for the lingerie brand Milavitsa to help popularize charity in Belarus and CIS countries. Key elements include:
1) Developing a measuring tape product that doubles as a donation collection tool, with the amount donated shown in centimeters to demonstrate impact.
2) An unusual heart-shaped packaging that is easy to open and encourages consumers to donate $2 to save children's lives.
3) A real-time display showing donations increasing live to emphasize that small contributions achieve great goals.
4) The campaign aims to strengthen customer loyalty to Milavitsa and support ongoing charity for UNIHELP by linking fashion and charity.
Clients. Team 3
Clients. Team 3Анна ШутоваNatiVita is a pharmaceutical company in Belarus that produces anti-cancer drugs and provides genetic testing services. However, these tests are not widely available to Belarusian patients due to their cost. The company aims to make its medications and services more accessible.
The solution proposes a medical insurance policy called "Provita" that allows customers to donate monthly to a charity for children's healthcare in exchange for free access to NatiVita's genetic tests if needed for their own serious illness. The goal is to motivate regular charity donations through this incentive program.
An advertising agency is tasked with creating a logo, website, app and social media promotion strategy to acquire 200,000 customers and 100,000 donors in the
Clients. Team 1
Clients. Team 1Анна ШутоваMTS is the largest mobile operator in Belarus, with over 5.3 million customers, more than 50% of the country's population. MTS's mission is to bring people closer together through modern communication methods. Their motto is "MTS. The reason MTS. The reason to become closer!"
Молодые Львы'2020. Marketers. Команда 3Анна Шутова
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- 1. To encourage young adolescents and schoolchildren to build relationships with no gender prejudices and make choices responsibly and unbiasedly. Challenge
- 2. Most gender stereotypes is rooted in knowledge that you absorb as a child. The problem is that in young age critical thinking is developing so it’s very challenging to distinguish what is norm and what is not. They can not deliberately ask questions “Why women should have kids?”, “Why girls can’t be mechanics?” Problem
- 3. Fairytales consist of and show classic archetypes which basically means that fairytale is a collection of stereotypes. Young people absorb stereotypes from early age not even thinking about that. Insight
- 4. «Stereotales» To show young people what’s going to happen with fairytale characters in real life.Idea
- 5. August — is a hot moment to prepare for school and new semester at the university. Young people go to bookstores to buy textbooks, notebooks, books and all necessary things for school. When and where?
- 6. Close to the school shelf at the bookstore we put a shelf with fairytales. Inside each fairytale we put special bookmarks on those pages where the stereotype appears mostly — moment where knight is about to save princess, princess is bestowed in marriage ect. Bookmarks look like crushed men and women between pages of fairy tales. How? Message: Don’t be crushed by stereotypes. Open a book and you will see a bookmark with QR-Code saying: «Check the real story of /Сinderella/ here»
- 7. Using QR-code young person is getting to the UNFPA YouTube channel to watch one of the videos on playlist where real people tell how they became victims of stereotypes. Every stereotype from fairytale leads to the relevant video with an interview through QR-code on bookmark.How? Video examples: Rapunzel story: interview with a woman who was waiting for something making choices approved by parents instead of making her dreams come true. Cinderella story: interview with a woman who was committed to house keeping and family caring just because these were “woman’s responsibility”. Prince Charming story: interview with a man who grew up to be a businessman and leader just because man have to earn money for the family tho he wanted to be an artist. Knight story: interview with a man who got depression because he was always trying to be the strongest, fastest, the best. That’s what a “real man” should be like.
- 8. ● we reveal the fact of existing stereotypes from early age help them think critically about social norms ● real stories motivate young people to choose their life path in a way not to end up in the fairytale-interview scenario Why this is going to work?
- 9. Implementation Timeline July - October Media channels: YouTube, website UNFPA (project section) Offline: 122 biggest bookstore in Belarus (state “BelKniga” and private “Oz.by”) Online: playlist of 15 videos on UNFPA YouTube channel Stereotypes and bookmarks: Discover 30 fairytales to find 15 archetypes, identify 15 stereotypes and film 15 relevant interview
- 10. Thank you!