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FIRST TIME
PR campaign to promote the importance of timely and reliable information about safe sexual behavior.
CHALLENGE
First conversation about safe sexual behavior between parents and teenage children is uncomfortable. One is never ready to start the conversation and doesn’t know the best way to start.
PROBLEM
Young people make decisions and behavior choices without having the necessary knowledge and skills in this complicated field of relations, what is often unsafe for their health and can seriously affect their future.
BACKGROUND
Both parents (35-‐45) and teenagers (14-‐18) in Belarus are active online and get most information online. Mobile communication is increasingly growing in Belarus* and people shift day-‐to-‐day communication to messengers.
One of the messengers is of big popularity in Belarus and is used daily by 4,5 millions Belarusians – VIBER**.
CONTEXT
As usage of mobile internet & messengers will be growing in time, why don’t we use this trend to promote the importance of timely and reliable information about safe sexual behavior among parents?
IDEA
Turn Viber public account into a platform where parents can get all useful information about how to encourage dialog between parents and adolescents.
* In 2017, 75% of mobile traffic is expected in Belarus according to Zenith Agency ** Almost half of Belarus populations is using Viber
PUBL IC CHAT: Useful information about reproductive health, protection against sexual harassments, advices from experts on how to initiate a conversation with teenagers on safe sexual behavior.
First Time CHATBOT:
Conversation simulator where both parents & teenagers can train their
communication skills and get tailored advices on how to initiate a
conversation about safe sexual behavior.
HOW DOES IT WORK?
MEDIA CHANNELS
• UNFPA website with special page explaining how to use Viber chatbot and pubic account.
• Personal web pages of opinion leaders with teenage children
• Supermarkets and shopping malls as spaces often visited by parents and teenagers
• Online & printed media
• Special Viber stickers explaining safe sexual behavior
• Viber public account & chatbot
LAUNCH & FURTHER DEVELOPMENT
Opinion leaders: test chatbot & public account and promote it with special video sharing their experience of getting information about safe sexual behavior as teenagers with #first_time hashtag
Supermarkets & shopping malls: Receipts and shopping cards are branded with #first_time hashtags and QR-‐codes so people could follow and connect to public account
Online & printed media: Special pages, banners and articles on public account & chatbot.
Special Viber stickers: Engaging users in the issue and increasing awareness about the problem.
UNFPA Website: Database of all useful information.
� YES. We make communication about safe sexual behavior less personal. Thus, more simple.
� Everyone with mobile phone can access this information and use it in communication with teenagers.
WILL IT WORK?
• 4,5 million guaranteed audience of Viber users.
• 10-‐15 million estimated reach in media.
• Gamification of communication experience (chatbot) will make it less serious for parents and teenagers
WHY WILL PARENTS AND TEENAGERS LOVE IT?
Chatbot will allow parents to get necessary training before they start a conversation on safe sexual behavior with their kids. At the same time, teenagers can play with chatbot and experience what it is like to be a parent and start such kind of conversation with your child.
Parents and teenagers communicate in Viber daily and by using special stickers will engage with the problem and get more information about the importance of parents-‐children conversations about safe sexual behavior.
SUMMARY
CHALLENGE
First conversation about safe sexual behavior between parents and teenage children is uncomfortable. One is never ready to start the conversation and doesn’t know the best way to start.
PROBLEM
Young people make decisions and behavior choices without having the necessary knowledge and skills in this complicated field of relations, what is often unsafe for their health and can seriously affect their future.
BACKGROUND
Both parents (35-‐45) and teenagers (14-‐18) in Belarus are active online and get most information online. Mobile communication is increasingly growing in Belarus* (In 2017, 75% of mobile traffic is expected in Belarus according to Zenith Agency) and people shift day-‐to-‐day communication to messengers. One of the messengers is of big popularity in Belarus and is used daily by 4,5 millions Belarusians -‐ VIBER.
IDEA
Turn Viber public account & chatbot into a platform where parents can get all useful information about how to encourage dialog between parents and adolescents.
MEDIA CHANNELS
• UNFPA website with special page explaining how to use Viber chatbot and pubic account.
• Personal web pages of opinion leaders with teenage children
• Supermarkets and shopping malls as spaces often visited by parents and teenagers
• Online & printed media
• Special Viber stickers explaining safe sexual behavior
• Viber public account & chatbot