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Convention as a Gift

SAATCHI & SAATCHI UKRAINE, Kiev / AMNESTY INTERNATIONAL / 2022

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Overview

Background

The “Istanbul Convention” stands up for the human right against sexual violence. Ukraine has seen a 30% rise in domestic violence cases since the pandemic of COVID-19 started. Ukraine hasn’t ratified the “Istanbul Convention” because people's deputies of Ukraine don't want to vote on ratification.

International Women’s Day is a day to focus attention on women's rights and gender equality. In Ukraine, the 8th of March has a local cultural context. There are flowers, gifts, teddy bears and tender words instead of women's rights and protection against domestic violence.

Women who have suffered from domestic violence need safety besides flowers.

“Convention for a Gift” is a project to boost the ratification process of Istanbul Convention in Ukraine.

Idea

We created a project to boost the ratification process. We called on deputies to give women a special gift this year - Istanbul Convention!

50 pages of the “Istanbul Convention” were transformed into designed gift cards.

Everyone could download the convention card and send it to Ukrainian Parliament with the message: “Sign this card for every woman of Ukraine. Ratify the Istanbul Convention”.

Strategy

The “Istanbul Convention” stands up for the human right against sexual violence. Ukraine has seen a 30% rise in domestic violence cases since the pandemic of COVID-19 started. Ukraine hasn’t ratified the “Istanbul Convention” because people's deputies of Ukraine don't want to vote on ratification.

We created a project to boost the ratification process. We called on deputies to give women a special gift this year - Istanbul Convention! 50 pages of “Istanbul Convention” were transformed into designed gift cards.

Everyone could download the convention card and send it to Ukrainian Parliament with the message: “Sign this card for every woman of Ukraine. Ratify the Istanbul Convention”.

Our target audience was every 450 people's deputies. And we reached out to these people through people who did send personalized gift cards with full convention text and a call to action on ratification.

Execution

50 pages of “Istanbul Convention” was transformed into designed gift cards. Everyone could download the convention card and send it to Ukrainian Parliament with the message: “Sign this card for every woman of Ukraine. Ratify the Istanbul Convention”.

Outcome

A social media movement started. Discussion in national media involved politics and opinion leaders.

Deputies who symbolically signed this poster showed to society they are ready to give a voice to the Istanbul Convention. The Head of Parliament said he wanted to talk about it with other deputies

A month later the petition to the Parliament of Ukraine was signed and the ratification process started.

Our designed convention became posters and t-shirts for the women's rights parade.

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