| Title | Unbind Yourself! |
| Agency | Laboratory for Social Advertising |
| Campaign | Equal rights – joint success! |
| Advertiser | OPEN LINE Public Foundation |
| Brand | Women's Rights |
| Date of First Broadcast/Publication | 2015 / 3 |
| Business Sector | Anti-Domestic Violence, Sexual Abuse |
| Tagline | Unbind yourself! |
| Story | 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. |
| Philosophy | 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. |
| Problem | 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. |
| Result | 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. |
| Media Type | Case Study |
| More Information | http://openline.kg/unbindyourself |
| Executive Creative Director | Georgy Molodtsov |
| Photographer | Georgy Molodtsov |
| Production Company Producer | Munara Beknazarova |
| Art Director | Dilshad Matkulov |
| Creative Partner | Evgeniya Molodtsova |
| Line Producer | Adilet Karzhoev |
| Concept | Shamir Rayapov |
| Director | Shamir Rayapov |
| Director of Photography (DOP) | Shamir Rayapov |
| Production Company Producer | Jazgul Ibraimova |
| Director | Argen Adil uulu |
| Director of Photography (DOP) | Sanjar Shaimbetov |
| Copywriter | Nurlan Anarbaev |
| Copywriter | Cholpon Talipbekova |
| Production Manager | Meerim Amanbaeva |
| Director of Photography (DOP) | Azamat Talasbekov |
| Director | Ernes Mamytov |
| Project Manager | Elnura Tashbaeva |
| Producer | Jainagul Mamazhanova |
| Director | Natalia Ni |