#KIREMES – NOT DIRTY

Short List
Title#KIREMES – NOT DIRTY
BrandCOSMOPOLITAN KAZAKHSTAN
Product / ServiceCOSMOPOLITAN KAZAKHSTAN
CategoryG07. Corporate Purpose & Social Responsibility
EntrantBBDO Almaty, KAZAKHSTAN
Idea Creation BBDO Almaty, KAZAKHSTAN
Media Placement BBDO Almaty, KAZAKHSTAN
PR BBDO Almaty, KAZAKHSTAN
Production BBDO Almaty, KAZAKHSTAN

Credits

Name Company Position
Renata Muratova BBDO CA Creative Director
Erika Romero BBDO CA Copywriter
Danil Maslov BBDO CA CEO
Kateryna Maslova TAG media PR Director
Svetlana Nikolayeva BBDO CA Art Director
Yulia Yugay BBDO CA Client service director
Alua Baimukhamedova BBDO CA Account Director
Anze Jereb BBDO Worldwide Regional Executive Creative Director UA&CA
Roman Breiman BBDO CA Creative Director
Darya Orazbayeva BBDO CA Copywriter
Elena Kossolapova BBDO CA Designer
Konstantin Gerlikh Partners media group Commercial director
Anel Yelikbaeva Cosmopolitan Kazakhstan Editor-in-chief

Why is this work relevant for PR?

This project helps to build the image of cosmo magazine. Switch the perception of "rosy magazine about sex and horoscopes" to a magazine that is ready to talk about important and not simple topics. Our project reveals a socially important problem and raises it to the level of public discussion.

Background

In Kazakhstan almost every female regrets being born as a girl. In heavily patriarchal and misogynistic country female nature is still ignored and suppressed. The topic of menstruation was and still is shameful. Girls are poorly taught about puberty. Standing for female dignity, Cosmopolitan Kazakhstan wanted to start a public dialogue and contribute to a more open culture where women can feel okay about being themselves and talking about periods without feeling ashamed.

Describe the creative idea (20% of vote)

While making a research we realized that Kazakh name for menstruation – «etekkir» is literally means «dirty hem». The word itself stigmatizes natural process, making it shameful and offensive. We believe that language can influence people's thoughts and attitudes. So we started from what shapes mindset and attitude to the world we live in — change disgraceful word and find suitable translation for menstruation.

Describe the PR strategy (30% of vote)

While making a research we realized that Kazakh name for menstruation – «etekkir» is literally means «dirty hem». The word itself stigmatizes natural process, making it shameful and offensive. We believe that language can influence people's thoughts and attitudes. So we started from what shapes mindset and attitude to the world we live in — change disgraceful word and find suitable translation for menstruation. We made special issue of the magazine dedicated to this topic and asked readers to suggest suitable Kazakh translation of menstruation. On the special website everyone could offer a new word or make a vote for given options. We opened dialogue on social networks, where any opinion was welcome, both negative and supporting. Female influencers helped us get more reach, as male opinion leaders refused to support the campaign.

Describe the PR execution (20% of vote)

We made special issue of the magazine dedicated to this topic and asked readers to suggest suitable Kazakh translation of menstruation. On the special website everyone could offer a new word or make a vote for given options. We opened dialogue on social networks, where any opinion was welcome, both negative and supporting. Female influencers helped us get more reach, as male opinion leaders refused to support the campaign. We received a huge public attention. Demands to change the word was one of the agendas on the FIRST sanctioned rally for women's rights in the history of Kazakhstan

List the results (30% of vote)

With only 1000$ in paid media we received great results: 4.5 mln coverage in social media 637 521 visits of the project website 127 873 votes for new translations 72 publications in mass media 7.2 mln total coverage — 45.5% of KazNet users We received a huge public attention. Demands to change the word was one of the agendas on the FIRST sanctioned rally for women's rights in the history of Kazakhstan Together with the magazine audience, we found many beautiful options. But we are still waiting for authorities to respond and officially adopt translation on governmental level.

Please tell us how the brand purpose inspired the work

In Kazakhstan almost every female regrets being born as a girl. In heavily patriarchal and misogynistic country female nature is still ignored and suppressed. Kazakh women are ashamed to go shopping for pads. Pay for them at the cashdesk. And even use them. So far media, school and medical reference books and even brands of hygiene products call menstruation "These days" or "Uninvited guests", and official word for menstruation is "etekkir" - literally means "dirty hem". We believe that language can influence people's thoughts and attitudes. So we started from what shapes mindset and attitude to the world we live in — change disgraceful word and find suitable translation for menstruation. Just one word makes Kazakh girls perceive the natural process as something shameful and dirty. So, we stands for female dignity.

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