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.

Elle Magazine where the work and project was mentioned and printed is available for sale.

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

Budget:

No budget - 0$

Project scale and volume:

Content went viral and became shareable on social media providing non-paid coverage from users.

Popular influencers joined the discussion on the International Women's Day when the topic was extremely relevant.

As a result, the project was supported by popular online and offline media.

Statistics appeared during 8th of march rallies – people used it to create posters and appeal to the officials.

BR:

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. Issue struggled to gain publicity. This is largely because people often find the data complicated.

We created a new creative approach to the data to allow everyone to understand the magnitude and nature of the problem, showing changes and dynamics for every number.

Complex statistical data turned into visual images that expose all the horror hidden behind distant numbers and show the real situation with women in Kazakhstan.

TA:

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

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

Design elements and their integration:

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

Design touchpoints:

Social media and websites of mass media.

Materials, style elements, design choices:

Photographic style which conveys data.

Design development and process:

In house agency photo shooting and design work

Choice of campaign elements:

Consequences and results of domestic violence (bruises, torn clothes, blood, scratches etc.)

Scale:

10 pieces of content

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.