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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