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St. Valentine’s Day is the day of love. It’s celebrated February 14 all over the world and in Belarus, as well. St. Valentine’s Day is the best day for parents to talk with children about love and safe sexual behav- ior because at this day everybody think about love and TO MOTIVATE PARENTSOF CHILDREN AGED 10 TO 14 Y.O. TO DISCUSS SAFE SEXUAL BEHAVIOR, SEXUAL AND REPRODUCTIVE HEALTH ISSUES WITH THEIR CHILDREN everything is about love in the air CULTURAL INSIGHT CAMPAIGN STRATEGY
Transcript

St. Valentine’s Day is the day of love. It’s celebrated

February 14 all over the world

and in Belarus, as well.

St. Valentine’s Day is the best day for parents to talk

with children about love and safe sexual behav-ior because at this day

everybody think about love and

TO MOTIVATE PARENTSOF CHILDREN

AGED 10 TO 14 Y.O. TO DISCUSS SAFE SEXUAL

BEHAVIOR, SEXUAL AND REPRODUCTIVE HEALTH ISSUES WITH

THEIR CHILDREN

everything is about love in the air

CULTURAL INSIGHT

CAMPAIGN STRATEGY

PARENTS’ INSIGHT

That’s not easy at all for a parent to talk with a child about safe sexual behavior. They don’t know when to talk, how to start, what to say, etc.

Board games are extremely popular as a pastime nowadays especially for parents and children. There are many educational board games. So it is an easy way for parents to spend time with children while playing.

To create an educational board game “Love Talks” that will help parents to tell and explain to their children what’s important about love and sexual behavior while playing with them.

SOCIAL TREND IDEA

«The rise and rise of tabletop gaming»

«Millennials are driving the board games revival»

• The game set lasts for 11 minutes the same as the usual sex act lasts. • Game mechanic is simple. There are ques-tions and answers cards. A child takes the question card, read aloud the question. A parent has to search as fast as it’s possible the card with the correct answer. So a par-ent doesn’t need to think out the answer, there are the ready ones. • The goal of the game is to collect as much answer as possible during 11 minutes

HOW DOES IT WORK ?

SEX IS A WAY THAT GROWN-UPS SHOW LOVE FOR EACH OTHER. IT’S ALSO HOW PEOPLE MAKE BABIES. IT’S A SPECIAL KIND OF SNUGGLE.

WHAT DOES HAVING

SEX MEAN?

LoveTalks

BOARD GAME

EXECUTION

• The day before the St. Valentine's Day people are on the lookout for presents for their loved ones. • The most simple and beautiful way to congratulate your loved one is to present a ready gift set. • Many global brands (candy, cosmetics, perfume, etc.) create their own St Valentine’s Day ready-to-present gift sets.

• We propose several global brands (Rafaello, Dove, Kinder) to create a special gift set for St. Valentine’s Day that will contain our special board game “Love Talks” with the following message:

“St. Valentine’s Day is about love. So let’s talk about love with children. Inside you will find a special board game that will help you to find the right words for this talk with your child”

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Highlight

WHY WILL BRANDS WANTTO PARTICIPATE?

• it’s an effective and positive way to strengthen a brand’s social image • Unusual social love-dedicated communication (not funny or romantic as usually, but helpful and positive) will draw the mass media attention to the brand • It will certainly draw parents’ attention to the problem and help them to solve it

LoveTalks

BOARD GAME

MEDIA CHANNELS

• The board game “Love Talks” will be sold as a part of gift sets at supermarkets and other stores

• The board game will be sold separately at online & offline book stores where board games are usually sold

STEP 1. AWARENESS STEP 2. ACTION STEP 3. IMPACT

• We will draw attention to the problem at the beginning of the love season when people search for presents offering them the special gift sets • Unusual social love-dedicated communication (not funny or romantic as usually, but helpful and positive) will draw the mass media attention

• Parents will talk with their children when the love day - February 14 – will come • The mass media will discuss February 14 not only as St. Valentine’s Day but as a day of love talks between parents and children

• To make February 14 not only the St. Valentine’s Day but also the day of love talks between parents and children. To establish it as a new annual tradition

TIMELIME

• February • Special branded love gift sets with the board game “Love Talks” are started to be sold in the supermarkets and stores • The board game “Love Talks” is started to be sold in online and offline book stores • Parents play “Love Talks” board game with children and talk to them about love • The mass media discuss February 14th not only as St Valentine Day but as a day of love talks between parents and children

• March – May • Launch the digital version of the “Love Talks” board game • Launch digital hub, which includes video lesson “How to talk with a child about love anв sexual behavior” • Prepare materials (press release, op-eds, partner materials, etc) • The “Love Talks” board game is presented directly to bloggers and celebrities

• Next February 14th • The next annual celebration of Love Talks Day

• June – August • Stories by bloggers and celebrities in target publications about the experience of playing at “Love Talks” board game • Launch with billboards, online videos and media placements • Social media campaign + sharing

• September – January (school season) • There is no any lesson about sex education in Belarusian school, so “Love Talks” boards game will be sent to every school as an alternative to such lesson • Monthly teacher-parents meetings at schools aimed to educate the parents to talk with children about sexual behavior and love

CHALLENGE

To motivate parents of children aged 10 to 14 y.o. to discuss safe sexual behavior, sexual and reproductive health issues with their children.

Educational “Love Talks” board game about love and safe sexual behavior

Special gift set by Rafaello, Dove, Kinder for St. Valentine’s Day that will contain our special board game “Love Talks”

Digital version of the “Love Talks” board game

“Love Talks” board game for Belarusian school as an alternative to sex education lessons

Monthly teacher-parents meetings at schools aimed to educate the parents to talk with children about sexual behavior and love

STRATEGY

St. Valentine’s Day is the best day for parents to talk with children about love and safe sexual behavior

INSIGHT That’s not easy at all for a parent to talk with a child about safe sexual behavior. They don’t know when to talk, how to start, what to say, etc.

IDEA

To create an educational board game “Love Talks” that will help parents to tell and explain to their children what’s important about love and sexual behavior while playing with them.

EXECUTION

We propose several global brands (Rafaello, Dove) to create a special gift set for St. Valentine’s Day that will contain our special board game “Love Talks”

IMPACT

To make February 14 not only the St. Valentine’s Day but also the day of love talks between parents and children. To establish it as a new annual tradition


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