Situation:

Domestic violence is a burning issue in Kazakhstan, affecting one in six women and resulting in a rising death rate, that topped 900 in recent years. The issue is rarely discussed by government officials, so activists and NGOs are trying to demonstrate publicly the scale of the problem.

Brief:

Attract public attention to statistical data of domestic violence in Kazakhstan

Objective:

Raise awareness among people about domestic violence

Despite the fact that we have data, ordinary people don't understand the problem and scale behind the numbers. We created a new creative approach to the data “Now You See” to allow everyone to understand the magnitude and nature of the problem, showing changes and dynamics for every number.

We targeted activists of KazFem movement which helped making the buzz which lead to raising awareness among ordinary people and influencers. When influencers started talking about the problem, mass media also got involved into the process.

Data gathering:

NGO project is gathering the data from police departments, government bureau of statistics and UN.

Data interpretation:

We took data about certain types of domestic violence and illustrated them using visuals of this very cases of domestic violence.

Targeting:

First stage: We targeted activists of KazFem movement which helped making the buzz which lead to raising awareness among ordinary people and influencers.

Second stage: When influencers started talking about the problem, mass media also got involved into the process.

Implementation:

We took data about certain types of domestic violence and illustrated them using visuals of this very cases of domestic violence.

Timeline:

Plasement:

1. Digital: Instagram, Facebook, SMM and web-sites of magazines (Harper's Bazaar, The Village, Esquire) - Wednesday 08 March 2023 - Saturday 09 March 2024

2. Live event: Women's rights rally - Wednesday 08 March 2023 - Saturday 09 March 2024

3. Print: Elle magazine - Thursday 18 January 2024 - Sunday 18 February 2024

Scale:

reach from shares: 2,697,600

reach from influencers: 816,500

reach from mass media: 1,686,200

reach total: 5 670 000

Value added to brand:

reach from shares: 2,697,600

reach from influencers: 816,500

reach from mass media: 1,686,200

reach total: 5 670 000

Value for consumer:

Instead of boring data consumers now have new visual data that they can share

Reach/cultural impact:

Reach total: 5 670 000 (total country population 20 mln people)

People started talking more about domestic violence problem.

Brand perception:

Very small project became widely known among people in the country, influencers and mass media.

Achievement against brief:

Brief asked to make data more engaging for ordinary people, but we got attention of influencers and mass media as well.

Other KPIs:

People started using our visual style as rally banners to deliver their message.