1. Стр. 1/2 12.Oct.2016 Wednesday 03:07
The Brief
Client ADCBeauty Hub
Brand Educational project Stopsexism Date 7.09.2016
Job title Stop Sexism
Background
Misogyny (https://en.wikipedia.org/wiki/Misogyny) is the hatred of, contempt for, or prejudice against women or
girls. Misogyny can be manifested in numerous ways, including social exclusion, sex discrimination, hostility,
androcentrism, patriarchy, ideas of male privilege, belittling of women, violence against women, and sexual
objectification.
Cosmo shares insights: http://www.cosmo.ru/lifestyle/society/pochemu-zhenshchiny-nenavidyat-zhenshchin/
The first Ukrainian project devoted to misogyny already broke silence around “uncomfortable” women questions
and turned into a flashmob #ЯНеБоюсяСказати
https://styler.rbc.ua/rus/zhizn/ya-boyus-skazati-ukrainki-seti-delyatsya-1467804325.html
Massive public support and discussions of this project show that the issue of misogyny requires even more
attention.
Deliverables (list of materials to be developed)
For Campaign teams (compulsory for participation in Eurobest):
- integrated campaign presentation consisting of at least 3 different media channels.
For Print teams:
- key-visual (poster, banner) for Internet and window of Beauty hub use.
For Film teams:
- film for internet
For Digital teams:
- digital campaign presentation.
Target audience
Primary: all women 18-35.
Insight: the girl should behave like a girl as it is appropriate for patriarchal society. Keep low profile, get married
before 30, do not strive for success, do not go over the heads.
Secondary: all men 18-45.
Insight: “any successful woman sucked for her success”.
2. Стр. 2/2 12.Oct.2016 Wednesday 03:07
Single-minded message. When our campaign reaches TA what do we want to hear back from them?
DO NOT LET OUTDATED PATRIARCHAL STEREOTYPES STAND ON THE WAY OF CIVILIZED DEVELOPMENT OF
UKRAINE
How to support the message on rational level (what can make consumer believe in advertising and cause an
expected response to the campaign?)
Changes on different levels:
- Legal
- Business
- Social
Tone of voice
Confidential
Sincere
Smart
«MUSTs» and «NEVER».
«NEVER» use superficial images and metaphors. Don’t sermonize.
“MUST” use Beauty hub logo
Expected effect and Key Performance Indicators
Effect – shake up society, raise discussions
KPI for Film category: 100 000 views
KPI digital: 10 000 likes, 1 000 shares
Deadline
October 26, 2016 till 12 pm all works should be sent to adcua@reklamaster.com
