The document outlines a program launched by Velcom, a Belarusian telecommunications company, called the "School of Good Fathers" to address low rates of paternal involvement in child rearing. The program aims to educate men on childcare basics, promote the benefits of paternity leave, and provide discounts on Velcom services to participants. It will involve childcare experts teaching courses at Velcom stores open to fathers and soon-to-be fathers. The goals are to increase awareness of paternal responsibilities, empower women's careers, and boost Velcom's customer base and sales through offered discounts.

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BACKGROUND OF THE PROBLEM
UNFPA is the lead UN agency for delivering the world of gender equality and mutual aid, freedom from
stereotypes "man is getter", and "woman is homemaker", world where every child gets proper attention
from both of the parents and thus every young person's potential is fulfilled.
Nowadays situation in Belarus is critical: only 0,05% of fathers take paternity leave instead of their wives.
Men do not have a clue about how to raise children and as a result women spend about four times more on
child rearing than men. The explanation lies in gender stereotypes, according to which “the man is the
breadwinner” and “the woman is the domestic goddess”. As a result of many centuries, men have lost their
parenting skills completely giving these responsibilities to women.
UNFPA in Belarus aims to not only increase the rate of paternity leave in country but exaggerate self-
consciousness among fathers and give their children more opportunities to grow up successful and full-
fledged happy man or woman.
INSIGHT
"I don’t have a clue how to bring up a child. Women have been doing it for years. Why should I?"
WHO WE ARE
velcom is the first and leading provider at the Belarusian market of voice communication services and
high-speed Mobile Internet.
We have:
 above 4,95 mln of company subscribers (52% of population of Belarus)
 more than 85 branded sales centers all over the country
 huge advertising possibilities and experience in social projects
HOW WE CAN HELP
Thanks to our wide coverage of branded sales centers, we can span the entire territory of Belarus,
affecting all the residents. Our sphere of influence is every town in Belarus. We can draw attention of men to
the problem of lacking paternal involvement in child rearing, assure women they naturally have a right to do
their career and pursuit their ambitions equally to men, and provide effective daily assistance in bringing
children up.
PRODUCT DESCRIPTION
velcom launches “School of good fathers“: special courses for fathers and for men who are preparing to
be fathers in near future. Duration of a course: 1 month. Duration of a program: 1 year.
Mechanics:
1. It's a special father's day (on each Sunday) in velcom branded sales offices all over the country. Day of
“School of good fathers“.
2. Experts in child care will:
 teach the basics of caring for children
 motivate men to pay more attention to taking care of children
 explain the positive aspects of paternity leave
3. Participants will receive discounts on velcom services and equipment for each lesson.
4. Participants can accumulate discounts and get up to 99 percent of the cost of services or equipment by
the end of the course.
5. Participants may contact a special section of velcom call center (24/7) and get answers to questions about
child care in case of problems at home.

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BENEFITS:
 for the United Nations Population Fund: awareness increase, popularity of paternity leave increase
 for velcom: imaging effect , sales increase, growth of the subscriber base due to discounts
 for subscribers: increase child care knowledge among fathers, discounts they get through course.
The customer chooses how he can spend his points – the discount is valid for every service and
product.
KEY MESSAGE:
There is no reluctance to participate in growing children. It is only inability and lack of skills. Let us teach
them!
TARGET AUDIENCE:
 21-35 y.o.
 Smart audience
 City dwellers
 Social active
 Women who want their partners to devote more time and effort to father functions
 Men with children and men who are preparing to be fathers
 Youngling potential fathers among students and young specialists wishing discounts
 Journalists, bloggers
TONALITY: inspiring, encouraging, positive and engaging.
JOB TO BE DONE:
 Creative concept
 Communication strategy for the launch
 Key visual
 velcom.by web site promo page
 Social media campaign
 Child care experts recruitment
CHANNELS:
Internet: paid, earned, owned media in a 3600
way,
social media campaign
Indoor: HoReCa, business-centers, maternity
hospitals
Outdoor: gas stations, transport
Press: free magazines spreadable in public places,
specialized media for parents
TV: focus on problem in all campaigns by velcom
during promo period
TIMELINE:
1. Briefing – 5th of March
2. Creative concept and communication strategy ready and approved – 25th of March
3. Visual identity including key visual – 10th of April
4. Full media mix and approved – 17th of May
5. Child care experts recruitment – 18th of May
6. Start of campaign + product launch + PR-event with the United Nations Population Fund – 1st of June
7. Decline activity to a medium support campaign (earned, owned media channels) – 1st of August
8. Decline activity to a small support campaign (flyers, stickers, etc.) – 1st of October
9. Start of Social media campaign – 1st of November
BUDGET: 220k euro. Concept design and production 20k euro, media 150k euro, kickoff event 50k euro.
KPI:
15 000 participants of a program
+5% – sales increase (as the result of bonus program and imagine effect)
*KPI’s are measured by the year after the launch