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Shevchenko Valentyn Hetman Anastasiia
#masculinary
TWICE
as much time on house chores
68%
of people agree that women
have less freedom due to house chores
IN 64%
of households women
are the major cookers
2:15h 4:15h
Women spend
👩👨
Source: UNDP Ukraine Gender Profile, Rating Group
Disclaimer: Pictures are used to highlight problem of gender
stereotypes and inequality. No abuse intended
Torchyn is one of the
MOST FAMOUS
cooking brands in Ukraine
Our vision is to
MAKE COOKING
not a chore but
SOMETHING EXITING
Until recent years Torchyn only targeted women but we
are about to
MAKE A GREAT LEAP FORWARD
4
#masculinary
Insight
Gender roles stereotypes
still affect our everyday
life. Cooking is not an
exception.
Idea
Inspire men to join and
enjoy cooking
Objectives
○ Increase awareness
about inequality in
household chores
○ Make cooking more
popular among men
○ Contribute to gender
equality
TORCHYN #masculinary
COOKING
CLASSES
Cooking classes from Ukrainian famous male
chefs with original and easy-to-cook recipes
Entrance fee goes for charity to fight gender inequality
MEN ONLY
LIMITED TIME REDESIGN
3 MONTHS
White Black
10% of sales goes for charity to fight gender inequality
Disclaimer: #Masculinity design is in progress
DRAFT
DRAFT
DRAFT
CAMPAIGN SUPPORT
ECOSYSTEM
TV
Digital PR
POSM
PLANNING
Budget
Media – $165k
PR – $12k
POSM – $16k
Packaging - $22k
Cooking Classes – $16k
Business targets
Create social buzz
Improve Torchyn perception as
Socially responsible brand
Widen TA – men 18-35
Timings
Social impact
Increased awareness on gender
inequality
Show real-life example of
“new masculinity”
Fundraising for gender equality
TV production
Sep’20
Creative brief
Jun’20
Packaging redesign ready
Sep’20
Classes preparation finished
Oct’20
Campaign start
Nov 19th , International Men’s Day
Thank you!

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3rd Place – YMC 2020 Ukraine

  • 1. Shevchenko Valentyn Hetman Anastasiia #masculinary
  • 2. TWICE as much time on house chores 68% of people agree that women have less freedom due to house chores IN 64% of households women are the major cookers 2:15h 4:15h Women spend 👩👨 Source: UNDP Ukraine Gender Profile, Rating Group Disclaimer: Pictures are used to highlight problem of gender stereotypes and inequality. No abuse intended
  • 3. Torchyn is one of the MOST FAMOUS cooking brands in Ukraine Our vision is to MAKE COOKING not a chore but SOMETHING EXITING Until recent years Torchyn only targeted women but we are about to MAKE A GREAT LEAP FORWARD
  • 5. Insight Gender roles stereotypes still affect our everyday life. Cooking is not an exception. Idea Inspire men to join and enjoy cooking Objectives ○ Increase awareness about inequality in household chores ○ Make cooking more popular among men ○ Contribute to gender equality TORCHYN #masculinary
  • 6. COOKING CLASSES Cooking classes from Ukrainian famous male chefs with original and easy-to-cook recipes Entrance fee goes for charity to fight gender inequality MEN ONLY
  • 7. LIMITED TIME REDESIGN 3 MONTHS White Black 10% of sales goes for charity to fight gender inequality Disclaimer: #Masculinity design is in progress DRAFT DRAFT DRAFT
  • 9. PLANNING Budget Media – $165k PR – $12k POSM – $16k Packaging - $22k Cooking Classes – $16k Business targets Create social buzz Improve Torchyn perception as Socially responsible brand Widen TA – men 18-35 Timings Social impact Increased awareness on gender inequality Show real-life example of “new masculinity” Fundraising for gender equality TV production Sep’20 Creative brief Jun’20 Packaging redesign ready Sep’20 Classes preparation finished Oct’20 Campaign start Nov 19th , International Men’s Day