| Título | Unbind Yourself! |
| Agencia | Laboratory for Social Advertising |
| Campaña | Equal rights – joint success! |
| Anunciante | OPEN LINE Public Foundation |
| Marca | Women's Rights |
| Fecha de primera difusión/publicación | 2015 / 3 |
| Sector Empresarial | Violencias domésticas, agresiones sexuales |
| Lema | Unbind yourself! |
| Sinopsis | Kyrgyzstan is a country in Central Asia with the population of more than 5,8 million people. For over six years, OPEN LINE Foundation has been working to change the situation with women's rights in Kyrgyzstan. In January 2015 OPEN LINE held 6-day creative workshop. 18 local participants (young filmmakers, volunteers, creative and tv professionals) worked on development and production of the First Women’s Rights campaign in Kyrgyzstan, learning theory and practice of social cause advertising from international creative specialist.We covered issues of women’s equality, domestic violence and bride kidnapping. As a result, we created the campaign with its own logo, website, social media accounts, print ads, 8 video PSAs and interactive youtube films with 6 different endings. |
| Filosofía | The campaign logo is two clapping hands. It's based on the Kyrgyz proverb "One needs two hands to clap" and symbolizes the possibility of reaching a common goal with the equal participation of both men and women. Series of print ads, 8 video PSAs and interactive youtube films with 6 different endings were made within the campaign. |
| Problema | According to the results of a medico-demographic review conducted in 2012, every fourth woman in Kyrgyzstan was a victim of physical, sexual or emotional violence. Most of them never sought professional help. Bridal kidnappings occur at an alarming rate: women and girls are kidnapped and forced into marriages with their captors. Stereotypes, pressure from family, lack of access to information or protection – all of these factors limit women’s rights. |
| Resultado | Video PSAs were broadcast on the national Public TV Channel (accessed by almost 100% of the country's population) at least 3 times a day over a one-month period with zero media budget. Series of Print Ads “Unbind yourself” have become one of the most discussed images on Kyrgyz social networks. Overall, the social media campaign reached more than half a million people and engaged over 60% of them in social media. It was mentioned in mass media in Kyrgyzstan, as well as in Russian and International creative and news resources and was noted by National Women’s Forum in Kyrgyzstan and UN CEDAW committee. In total, online and TV campaign might have reached around 90% of Kyrgyz population. |
| Medio | Case Study |
| Más información | http://openline.kg/unbindyourself |
| Director ejecutivo de creación | Georgy Molodtsov |
| Fotógrafo | Georgy Molodtsov |
| Productor de la productora | Munara Beknazarova |
| Director artístico | Dilshad Matkulov |
| Socio creativo | Evgeniya Molodtsova |
| Productor delegado | Adilet Karzhoev |
| Responsable de conceptos | Shamir Rayapov |
| Realizador | Shamir Rayapov |
| Director de fotografía | Shamir Rayapov |
| Productor de la productora | Jazgul Ibraimova |
| Realizador | Argen Adil uulu |
| Director de fotografía | Sanjar Shaimbetov |
| Responsable de conceptos / redactor | Nurlan Anarbaev |
| Responsable de conceptos / redactor | Cholpon Talipbekova |
| Director de producción | Meerim Amanbaeva |
| Director de fotografía | Azamat Talasbekov |
| Realizador | Ernes Mamytov |
| Director de proyectos | Elnura Tashbaeva |
| Productor | Jainagul Mamazhanova |
| Realizador | Natalia Ni |