Care well live well together
BRAND PURPOSE CAMPAIGN
Campaign goal was to break stereotypes about household responsibilities. Zewa global created OLV to show that in lots of families household duties are shared unfairly between a husband and a wife or not shared at all. Agency had to localise this message to Russian realities and think of creative ways to promote this OLV.
I was in charge of the OLV copies, website texts, Public Talk scenario, creative concept for influencers as well as the author of Board Game and KidZania room.
- Collaborate with renowned psychologists and celebrity parents who gathered for a Public Talk and discussed household duties distribution.
- Create a Board Game for the whole family to allow both parents step into each other’s shoes and feel the injustice and start a dialogue.
- Open a special Zewa Room in KidZania entertainment centre for kids to learn that household responsibilities should not be only done by women.
CHALLENGE
MY ROLE
SOLUTION
RESULT
58
29 600 950
PR Publications
Social media OTS
990 224 000
Effie
Media OTS
2021 – 3 Gold, 1 Silver
3 154 UGC posts in SM
10 608 877 UGS OTS
2022 – 2 Silver, 1 Bronze
