A life saving app

Kyifornia creative agency for UNFPA, the United Nations Population Fund, has launched a communication campaign for an app that aims to protect women in the case of domestic violence. It was important to make a hidden communication so that every woman found out about the application, but no man found out.

Looking for ways of secret communication, we relied on the insight that there are things that a woman will definitely pay attention to, and that will be ignored by men at the same time. Pads, gas canister, umbrella, lipstick.

The only available channel of direct communication about the application was targeted advertising, as it was possible to communicate exclusively with a female audience in this way. Therefore, digital creatives directly talked about the functionality of the application. In addition to the target, communication took place in «hidden» places: women’s restrooms of malls, gas stations, and co-working spaces, offices of gynecologists and mammologists, changing rooms in women’s underwear and clothing stores, communities and opinion leaders.

During the campaign, 24 unique collaborations with Ukrainian businesses and corporations were created: from a limited-edition dessert for women at Namelaka to posters in the restrooms of the Kyiv and Lviv railway stations of Ukrzaliznytsia. More than 25 opinion leaders joined the campaign. Over 35,000+ downloads were achieved in less than two months and the campaign reached over 8 million women in total.