Ak bata. A blessing for you Полеухин Алексей
Task
The aim of the project is to rethink traditions and cultural objects and create their innovative digital forms, taking into account the sensitive topic of domestic violence. To achieve the goal, the following tasks were derived: 1) initiate a dialogue on the topic of family values, love, care and support; 2) reveal the meaning of the traditional cultural code in the context of the family, which motivates a safe understanding environment, and does not call for violent actions
Ideas and solutions
“Ak Bata. Blessing for You” is an online platform for initiating a dialogue on the topic of family values in Kyrgyzstan within the framework of projects of the Foundation for the Prevention of Domestic Violence. The project reveals the cultural code of tradition and family values through the image of the Kyrgyz carpet - Tush kiyiz and the mother's blessing, which is embedded in a special carpet pattern. The result was the creation of a multimedia project in three languages about significant values within the family and society of Kyrgyzstan. The project is an effective social advertising campaign, as it: 1) promotes building a dialogue with several generations and social groups at once; 2) builds a safe and delicate environment for dialogue, using “soft power” to motivate reflection and rethink traditions and values; 3) creates content that easily evolves into other genres: a video film that can be shown in settlements with limited Internet access offline exhibition. Two exhibitions based on materials and images of the Ak Bata project were held in Bishkek and Moscow. 4) reflects an artistic concept that opens up the possibility of creating new content and diverse partnerships with media, blogs, cultural and educational institutions; 5) raises the agenda of family values through the significant potential of the traditional heritage; 6) uses innovative practices and tools to build a dialogue with a wide Internet audience The project: https://eng.akbata.online
