This document outlines a campaign to raise awareness of gender-based violence among a target audience in Belarus. It proposes showing that gender-based violence is a progressive illness with various forms and symptoms. The campaign would activate this message by including information about relationship health on medical tickets and in popular health apps. It aims to change perceptions by framing different types of violence as symptoms of a serious issue, rather than only considering physical abuse.

1. ChallengeChallenge
To increase awareness of the target audience
on different forms of gender-based violence
(physical, psychological, sexual and economic
ones) and its causes.
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2. ProblemProblem
People think that domestic violence can only be
physical or sexual. As a rule, the media only shows
the most horrible forms of domestic violence: blood
stains, violations, grazes and so on.
The people don't see undetected danger in other
kinds of partner's violence and suppose it is normal.
The most important thing is that for TA if the partner
doesn't make heavy injuries it is not domestic
violence.
O f T h e Ta r g e t A u d i e n c e
What bad things can happen if my partner
take the telephone and read the message?
UNFPABELARUS
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Perhaps he sees it better, I have put on
the weight.
Really I need to reduce the time I speak
with my mom.

3. InsightInsight
I don't perceive other forms of violence,
except physical, as something serious,
that's why I don't pay attention to this kind
of problem.
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4. StrategyStrategy
The target audience thinks of the problems
connected with improving the health (buying the
vitamins, going to doctor, research on the internet
of healthy way of living, caring for one's self).
But they don't pay attention that partnership is
the part of their health too, where the domestic
violence is like a streaming progress illnesses.
This goes through various stages and on every
stage the risk of deathful danger increases.
While on the early stages of progression of
illnesses, chances for conservation one's
health are more possible, more evident.
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5. IdeaIdea
Gender-based violence is the suffering
in progress.
It’s the real illness which begins with hardly
identifiable symptoms and ends up with heavy
injuries or even death.
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6. Offline+onlineActivation
In every belorussian healthcare centre exists
the system — out of tickets to visit a doctor.
Supported by the government we use offline
paper and online electronic tickets as a way of
giving a personal message to large attendance:
— If ones you got to know in your relationship
or relationship of your loved ones
the symptoms of gender-based violence it's
important to do a check-up of presence of this
progress «illnesses».

7. H E A L T H - A P P S
Health-apps allow to take care of physical and emotional health
and control your condition but this apps don't allow you to identify
the health of your relationship with the partner.
In partnership with the most popular health-apps (ex. health on
IOS) on their menu will appear the column of statements
«Partnership» health which will make it clear the theme of partner's
violence in all of its aspects (from physical to economical).
OnlineActivation
S E A R C H
Target on the audience that is interested in improvement of quality
of life (nutrition, vitamins, healthy living and etc.) to reach TA.

8. Campaign OveCampaign Overview
P R O B L E M
For society gender-based violence
is considered only as the most
horrible forms of domestic
violence: blood stains, violations,
grazes and so on.
G e n d e r - b a s e d v i o l e n c e a s i l l n e s s
I N S I G H T
The target audience don't
perceive other forms of violence,
except physical, as something
serious, that's why they don't pay
attention to this kind of problem.
I D E A
To show that gender-based
violence is a progressive illness
that has its own symptoms, forms
and manifestation.
A C T I VAT I O N
Using tickets in healthcare centre
to raise the topic of gender-based
violence as the illness. Creating
the section «Partnership» health
in health-apps. Reach the
audience using relevant target
with interest topics «health» and
«quality of life».
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9. Why this will wWhy this will work
The campaign will help to change
people's perceptions about
various forms of violence and its
importance.
Strengthen the link
«gender-based violence in various
forms» & «progressive illness with
various symptoms».
The campaign uses media
channels that have long-term
effect.
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