Young Cannes Lions_Belarus_PR_2017

1. Background
It’s necessary for parents to begin a
dialogue with children about sexual
and reproductive health and safe
sexual behavior for the well-being of
young people and the whole society.
Talk to your child, be attentive to
what is going on in his/her life in order
to be in time to provide support and
assistance - this is what parents can
do for a better future.
There are limited amount of places
where young people can get
professional and open advice on the
matters in question. All these places
are located in policlinics, hospitals
and other health institutions, what
makes them less accessible for
teenagers.

2. Goal
• to motivate dialog between
parents and their children;
Objectives
• to inform parents that talk to
your child about sexual life is not
terrible and not difficult;
• to create comfortable
conditions for parents and a
teenager for such chief talk
about safe sexual behavior.

3. Strategy
Tradition: introduction of a single
day that will hold motivational
campaigns for parents.
Opportunity: creating places for
conversations in unusual places in
the city, as a reflection of the idea
that any place in the right place.
Human truth: strengthening
inspiring and giving opportunities
for parents to give their children
necessary information about
sexual behavior.
Make complicated
things – easy!

4. Insight
Each place is the right place, each
word is essential.

5. The Creative Idea
There is no need to wait for an
appropriate occasion and look for
a suitable place to talk with your
child on such an important topic. It
may be too late.
We create Parent’s Talk Day!
Parent’s Talk Day is an excuse to
have a dialogue on unusual theme
for parents and their child in a
comfortable and casual
atmosphere.

6. The Creative Idea
On this day we organize a city
initiative which involves a variety of
public places.
It can be shopping malls, cafes,
parks, transport, etc. where special
local “talking zones” with all
necessary information and facilities
will be organized.
These zones will create favorable
conditions for a dialogue between
parents and children in everyday
situations like going to school or
weekend dinner.

7. Execution
Brand’s website. Creating unique map of locations which
have “talking zones“. The map offers a variety of places for
parents to choose the most comfortable ones for talking.
Print materials. Creating stickers with a unique campaign
logo “Parent’s talk day“ which will be placed in public
places that support the campaign.
Video. Production of a video project: the video features
stories of celebrities that will inspire other people to talk to
their children and be attentive to what is going on in their
lives.
Social Media. We announce challenge in social networks,
where parents will be able to put a check in with a hashtag
#talkdone that will confirm that they have spoken to their
children.

8. Execution
ATL. Visuals of opinion leaders who support the
project will be placed on the billboards along with a
unique hashtag of the campaign #talkdone
Media. Publishing press releases and materials,
writing interviews with opinion leaders and posting
infographics in relevant media. When the campaign
will be finished we will have unique statistics with the
information about the number of parent’s talks for
post materials.
Event. The organization of family event where
parents can get free access to the necessary
information about sexual and reproductive health
and safe sexual behavior.

9. Summary
1. Background. There are limited amount of
places where young people can get
professional and open advice on the matters
in question.
2. Goal. To motivate dialog between parents
and their children.
3. Strategy. Make complicated things – easy!
4. Creative Idea. To create Parent’s Talk Day as
an excuse to have a dialogue on unusual
theme for parents and their child in a
comfortable and casual atmosphere.
5. Execution. Creating of a unique map of
locations, creating stickers with a unique
campaign logo, production of a video and
digital project to increase the company's
coverage.