Schitayetsya.kz - the NGO project that raises awareness of domestic violence in Kazakhstan and tracks data on these kinds of cases for the public, journalists, and activists by analyzing, quantifying, calculating, and comparing statistical data across the country for domestic violence cases. Despite efforts this issue still struggles to gain adequate publicity. This is largely because ordinary people often find the data complicated.

To address this 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.

Kazakhstan is a Central Asian country that still largely adheres to traditional gender roles inherited after the breakup of the Soviet Union. These traditional values uphold a heavy patriarchal framework that influences various aspects of life in Kazakhstan, from politics to the workplace and domestic spheres.

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.

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

Data Insights:

Despite the fact that we have data, ordinary people don't understand the problem and scale behind the numbers.

Innovation:

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.

Originality:

We show data insights on visuals that represent consequences of domestic violence

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.

Data journey:

First appeared on "Schitaetsya" social media, then with new creative approach appeared on KazFem which lead to appearance on Women's Rights march and further got shared by public and influencers, which lead to appearance in magazines.

Implementation:

All previous communication about this subject caused arguments because it was emotional and wasn't supported by any real data and real cases.

Now talking about this problem we reference actual data which are accessible on projects website.

Data integration:

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.

Data enhanced consumer experience:

In our case it was vice versa. We enhanced consumer experience with data by using new creative approach.

Data driven behaviour change:

Before people found data very boring and complicated, thus didn't want to share on their platforms.

Now our data is eyecatching and stimulates people to share it.

Business impact:

Very small project became widely known among people in the country, influencers and mass media. Which lead to 5,670,000 reach in total.