Young Lions Competitions Kazakhstan & Uzbekistan 2023
Digital Jury
  • Леван Лепсверидзе
    Сооснователь, Креативный председатель правления
    Самый титулованный креативный директор в Грузии и энтузиаст-первооткрыватель, которому удалось привезти домой первого исторического Каннского льва и другие замечательные награды.
    Леван любит связывать цифровые технологии с человеческим творчеством. Он является соучредителем и креативным председателем Leavingstone — ныне крупнейшего агентства в стране (более 100 человек). Leavingstone обеспечивает прогресс для глобального бизнеса за счет сочетания креативного мышления и цифровых инноваций. С 2010 года Леван возглавляет креативное развитие агентства, в результате чего получил около 200 наград на международных фестивалях: Cannes Lions, Eurobest, LIA, Webby, ADC*E, Epica, Golden Drum, Golden Hammer и других. Неоднократный обладатель звания Лучшее агентство в Грузии, Украине и Латвии.
  • Никита Ермолаев
    Креативный Директор и основатель
    Агентство RA Kombinat.
    Среди клиентов: ForteBank, Первый Пивзавод, Unilever, Шин-Лайн, Ritz Carlton, Рахат.
    Награды: Cannes Lions (short-list with RA Voskhod agency), Epica (2 silver), Spikes (1 bronze), Webby (2 honoree)
    Золото и Гран-при фестивалей: Ad Black Sea, Wow Done awards, Kyiv International Advertising Festival, White Square, Ad Stars, Red Jolbors, TAF.
  • Олег Савчук
    Исполнительный креативный директор
    Mate and Mate
    В рекламе и дизайне с 2007 года. В 2013 году получил свою первую международную профессиональную награду — золотую медаль Young Lions Digital на Международном Фестивале Креативности Каннские Львы за проект для WADA. Среди 26 отраслевых наград: Cannes Lions, London Design Awards, Club Art Directors, Golden Drum, Golden Hammer, Awwwards и другие.
    После получения награды Young Lions — Gold в 2013 году получил должность в RGA London, AKQA London и Leo Burnett Chicago (штаб-квартира). С 2017 года развивает собственное digital-агентство Mate and Mate в Лондоне. В 2021 году его пригласили судить на один из самых престижных британских фестивалей рекламы D&AD (New Blood The Portfolios).
  • Олег Качалин
    Digital Design и Product Director в Rocket Firm IT Production
    Creative Director в агентстве «Сеточка»
    Design Director в Holy Media Marketing Agency
    В портфолио более 250 проектов в сферах digital product, Web и креатив. Проекты получали награды отраслевых конкурсов Award.kz и Red Jolbors в категориях digital и креатив.
Just Support Foundation with the Anti-bullying Community project
The project was created in August 2022.

Community Vision: We are committed to contributing to a bully-free society. Where situations of bullying and demand are identified and resolved, the solution finds support in all places. Where the mentality and adults and children - do not encourage exceptions and development of bullying situations, if they arise, find a unique and high-quality solution. To do this, we use various forms, means and tools: we develop
information and methodological materials, seminars, trainings, lectures, master-
minds, session news, festivals and other events are distributed both offline and
and online formats, develop new digital tools and platforms, initiate discussions and public discussions, work with the identification of identified bullying, providing information and expert support. We collect the maximum number of potential partners and stakeholders for this work.

Community Mission: We help people understand what bullying is, how to identify and deal with it, a significant zero tolerance for bullying, increase their volume right and
psychological competence.

Project goal: Creation and development of a community of parents, experienced employees of organizations education, and media representatives are capable owners of children under 18 from bullying.

Project objectives:
1) Help families who have applied for support cope with bullying by involving experts, other parents and conducting specific cases.
2) Create and develop a platform for communication and communication, involve stakeholders in your work: parents, teachers, media representatives, business structures and the state.
According to various estimates, up to 63% of school students in the Republic of Kazakhstan are subjected to some form of bullying (research by the Ministry of Health, UNICEF, Kazakhstani NGOs).

The experience of counseling at the Just Support Resource Center shows that bullying often becomes one of the most significant triggers for suicide attempts among adolescents.
In many countries of the world, anti-bullying programs have been introduced in educational organizations; this work has been carried out for the past 40 years. Our country is at the beginning of this path. So, in May 2022, the concept of bullying was included in a number of laws (the Law on the Rights of the Child, the Law on Education, etc.), the Committee for the Protection of Children's Rights of the Ministry of Education of the Republic of Kazakhstan in December 2022 developed and approved the "Rules for the prevention of bullying (bullying) of the child" for educational organizations.
At the same time, in the field, among teachers and the parent community, there is not enough knowledge and skills for full-fledged prevention and work with the topic of bullying. They receive regulatory documents prescribing to work with this topic, but almost do not have the necessary competencies and tools for this. We made this conclusion as a result of a year of work and consideration of 80 cases from different regions.

At the level of educational organizations: in most educational institutions in Kazakhstan, bullying is considered the norm and/or hushed up. Teachers believe that this is a stage of socialization (children grow up like this) or they do not know how to work with prevention and a detected case (they do not know theory and practice). Also, schools usually do not want to “wash dirty linen in public”, they prefer to leave the issue within the school at any cost.
At the family level: parents have low legal and psychological literacy, do not know what to do in situations of bullying and how to identify them.
At the level of children: children do not report cases of bullying until it reaches extreme degrees of manifestation. Because of the fear that this is “squealing”, that it will be worse, that their parents will punish them, that their parents already have so many problems, etc.
At the project level: the project needs funding sources to continue its work.
Bullying is the most common form of violence that occurs between children and teenagers during their school years. Through the many forms in which this phenomenon manifests itself, it threatens the right of children to education and affects the life path of all children involved, regardless of the role they play. Although the study of this phenomenon began more than 40 years ago (Dr. Olweus, 1973, 1978), adults who are involved in the upbringing and care of children and adolescents (teachers, parents) still have serious gaps and difficulties in correctly defining bullying behavior and intervening in an appropriate way. to prevent it. Any process of intervention begins with the correct definition of the situation in which we want to intervene. Thus, in order to know what to do, we first need to know what we are facing. The correct definition of the situation is a necessary condition for successful intervention.

Bullying is a complex phenomenon that takes many forms, and the literature offers several points of view on its understanding. Bullying refers to such actions by which a person or a group of people deliberately and repeatedly intimidate, injure, offend, humiliate another person, subject to an imbalance of power between the person / group of people and the victim. The definition given by Dr. Olweus was used by all scientists who later began to study this phenomenon. This definition shows three criteria by which we can determine whether a behavior is bullying or not: repetitiveness, intentionality, power imbalance.
To better understand the behavior of bullying, we offer you the opportunity to analyze the situation in terms of three criteria:
1. Repeatability criteria
Bullying behavior does not happen once, it repeats.

2. Criterion of intentionality
It is behavior that is done with the intent to hurt, and not by chance or as a result of experiencing the emotion of anger (for example, aggressive behavior resulting from experiencing an emotion such as anger or frustration). That is why in the specialized literature bullying is defined as a form of instrumental aggression, that is, aggression that is used to gain something: status, power, prestige, popularity, respect, etc.

3. Strength criterion
Some children and teenagers think that they have certain things that make them look better than others, more privileged, important, powerful. Power simply means the ability to cause another person to change or react in the desired direction. Simply put, power means the ability to get another person to do what you want. All people learn to use their power in a healthy way so as not to harm themselves or others. Strength is like a double-edged sword. We need to learn how to use it so as not to harm ourselves and others. Children learn to use power from the examples of the adults around them.
Mechanism for the implementation of the Anti-bullying Community project:

1) A family experiencing bullying submits an online application to the community.
Community experts gather a council and jointly decide what ways to help and
support can be applied.
The services of all specialists are free for the family (we pay for them through donor contributions).
At the head of all decisions and actions taken is the priority of the interests of the child.

2) We conduct information campaigns on social networks (Instagram and Facebook), as well as offline - a press conference, a film screening, a flash mob.

3) Together with the Commissioner for Children's Rights of Almaty, we have already developed and submitted to the Committee for the Protection of Children's Rights of the Ministry of Education of the Republic of Kazakhstan "Protocol on working with bullying for educational organizations."

4) We developed a free online course for teachers and parents to prevent and solve the problem of bullying https://stepik.org/course/140006/promo
Attracting the attention of the audience to the problem of bullying and ways to solve and prevent it:
  • Create awareness of the problem of bullying.
  • Attract more donors - individuals and legal entities to solve the problem of bullying and its prevention through contributions to the "Anti-bullying community".
1. Parents of schoolchildren: 35-45 years old, mostly women who have encountered a problem or want to avoid it in the future (the child goes to school / moves to a new school).
2. Senior and middle managers in business organizations whose corporate social strategy includes work with teenagers.
Entrepreneurs and businessmen are exactly the same parents as everyone else. Today's parents of schoolchildren faced bullying when they themselves were schoolchildren. Someone was a victim, someone was an aggressor, and most were observers. But, now they believe that the time of bullying has passed, as well as the time of yard gangs, gopniks, although fear still remains deep in their souls. But this fear is hidden behind the daily care of the house, sticking to social networks and work. Until they stumble upon terrible facts in the media or in their family.
Learn more about bullying on our resources and think of regular donor contributions, which are necessary to pay for the services of psychologists and mediators.
"Our kids need help to deal with bullying." We want to call for joining forces to reduce bullying in schools.
Community Partners
- Angel Children's Safety Center, which trains child safety trainers.
- KazNU named after Al-Farabi
- Network of Youth Health Centers
- NGO Family Support Center "Family Academy"
- Department of Education of Almaty
- Committee for the Protection of Children's Rights of the Ministry of Education of the Republic of Kazakhstan.

Community symbol
Capybara. Good-natured, harmless and memorable animal.
Selected through polls and voting among children.

World Anti-bullying Day - May 4th.
Community logo and colors.
Community address: https://www.instagram.com/bullyingkaz/
Contacts of the project manager: +77017884998 Svetlana Bogatyreva or abcommunity.2022@gmail.com
Teams are asked to create a digital-led campaign.
The objective is to show how the power of digital technology can answer the brief and provide a creative solution aligned with the digital revolution (online and/or mobile).

Each team will be submitting a horizontal A3 format entry (PDF) that showcases their digital campaign. This must include:
  1. Three digital strategies that define your campaign. These may include the use of social media, or any other digital led execution.
  2. A four-part written submission
  • Campaign summary (150 words)
  • Creative insight - How can digital be utilised to activate the three phases of awareness, affiliation and action to meet the overall objective? Please consider the varying target markets as part of this. (150 words)
  • Solution - What are the platforms, technologies, and tools you have chosen and why? Social media platform recommendations and rationale per phase considering the varying target markets. (150 words)
  • How does it work? - How does your digital solution answer the brief and solve the problem faced by the client? Description of the assets, formats and messaging that could be created across each phase for social media and any other digital components recommended. (150 words)
3. You can provide a short videopresentation up to 3 minutes long if you feel need for personal explanation of the idea.

There will not be any personal live presentations to the jury.

Text documents (.rtf or .txt) must also be available to view alongside each entry.
You can create as many online campaigns as you want and can.
No names, logos or any kind of information about participants on the creative work, please.

In order to activate promocodes from our partner Depositphotos you need to go to https://ua.depositphotos.com/promocode.html (codes will be sent out separately to every team).
This is an example of how the final work must be prepared for presentation

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Партнеры конкурса
  • 2 Stula.studio
    Мы - профессиональное пространство площадью более 700 м², предназначенное для съёмок рекламных роликов, фильмов, интервью, вебинаров, онлайн трансляций и других видеосъёмок. 5 разных залов до 115 м² позволяют расположить большую съемочную команду и организовывать тематические мероприятия и ивенты. Черная и Белая циклорамы, атмосферные интерьерные залы в различной стилистике, профессиональное оборудование в каждом зале позволяют провести фотосессии не только для коммерческих целей, но и для личных памятных моментов и бесценного семейного архива.
    Фотостудия Алматы (2stulastudio.kz)
  • BestSeller BTL & Event agency
    Организуем мероприятия, промо активности на достойном уровне по всему Казахстану с 2019 года.
    Наши преимущества:
    - большой опыт команды в организации и проведении масштабных городских и корпоративных ивентов " под ключ";
    - работаем во всех городах Казахстана;
    - собственная база промо персонала.
    BestSeller - BTL and EVENT agency (best-seller.kz)
  • Depositphotos
    Depositphotos — международный фотобанк, который является посредником между авторами изображений и их покупателями. Depositphotos был основан украинским предпринимателем Дмитрием Сергеевым в 2009 году в Киеве. Компания предоставляет услуги клиентам со всего мира, оказывая им поддержку на 20 языках.