{"code":0,"data":[{"keyword":"SUB CATEGORY","content":"GENDER EQUALITY","is_link":false},{"keyword":"ENTRANT COMPANY","content":"GFORCE GREY, ALMATY","is_link":false},{"keyword":"TITLE","content":"SALTANAT LIGHT","is_link":false},{"keyword":"BRAND","content":"CITIX","is_link":false},{"keyword":"ADVERTISER","content":"CITIX","is_link":false},{"keyword":"AGENCY","content":"GFORCE GREY, ALMATY","is_link":false},{"keyword":"MANAGING DIRECTOR","content":"YULIA TUSHINA","is_link":false},{"keyword":"EXECUTIVE CREATIVE DIRECTOR","content":"YEVGENIY KOSTYLEV","is_link":false},{"keyword":"CREATIVE DIRECTOR","content":"EVGENIY GAVRILCHENKO","is_link":false},{"keyword":"CREATIVE GROUP HEAD","content":"VICTOR ERSHOV","is_link":false},{"keyword":"ART DIRECTOR","content":"MAXIM SHILOV","is_link":false},{"keyword":"MOTION DESIGNER","content":"ALEXANDER FILATOV","is_link":false},{"keyword":"DESIGNER","content":"AIZHAN SHAGANSARIYEVA","is_link":false},{"keyword":"CLIENT SERVICE DIRECTOR","content":"ANNA KOSTYLEVA","is_link":false},{"keyword":"ACCOUNT DIRECTOR","content":"ANASTASIA IVANOVA","is_link":false},{"keyword":"CAMPAIGN SUMMARY","content":"The murder trial of Kazakhstan’s government ex-minister, who killed his wife Saltanat Nukenova, gained global attention. Saltanat’s name became a symbol of the fight against domestic violence. Soon after, Parliament passed the Law criminalizing domestic abuse. People called it ‘Saltanat’s Law’. \r<br>\r<br>But as public focus faded, the violence continued…\r<br>To bring the issue back into the light, Saltanat Light was created: a restored neon sign from once iconic women’s clothing store named ‘Saltanat’, brought back by Citix, DOOH company, and connected to an AI system scanning media in real time. \r<br>\r<br>Each time a domestic violence case is reported, the sign blinks - as do over 100 Citix digital billboards across the country. Each screen leads to a Telegram bot developed with the UN, helping women understand and use the ‘Saltanat’s Law’.\r<br>\r<br>Results:\r<br>Reach: 22.3 million (75% of Kazakhstan’s population)\r<br>Reactions: 522,000\r<br>4x increase in criminal cases initiated under the ‘Saltanat’s Law’.\r<br>","is_link":false},{"keyword":"CREATIVITY\/IDEA\/INSIGHT","content":"Saltanаt Light - bringing both faded domestic violence issue and the ‘Saltanat's Law’ back into the light! \r<br>\r<br>The creative breakthrough began with an old abandoned neon sign of women’s clothing store reading ‘Saltanat’. In a country still grieving the murder of Saltanat Nukenova and struggling to enforce the new law named after her, we saw an unexpected opportunity: to give that old sign a powerful new meaning. We transformed it into a real-time alert system powered by live data. \r<br>\r<br>Now, every verified case of domestic violence triggers the sign to flash - turning a silent relic into a loud public statement reflecting the domestic violence statistics in real time. It’s a surprising pivot: from a symbol of the past to a sentinel of the present. The system extended to 100+ billboards nationwide and a Telegram chatbot offering victims legal guidance how to protect yourself with ‘Saltanat's Law’. \r<br>","is_link":false},{"keyword":"STRATEGY","content":"The strategy began with a core truth: you can’t fight what you refuse to see.\r<br>\r<br>In 2024 alone, police received 100,000 reports of family abuse across Kazakhstan. Yet the issue remains culturally silenced. Even after the ‘Saltanat’s Law’ criminalised abuse, public engagement was low, and many women lacked awareness of their rights or access to legal help.\r<br>\r<br>Saltanat Light aimed to reconnect law with life. A restored neon sign was transformed into a real-time signal, blinking each time a new case was verified by a custom AI system scanning national media and NGO channels. Over 100 digital billboards echoed that signal across the country - embedding the issue into daily public space.\r<br>\r<br>To support action, a Telegram bot provided step-by-step legal guidance under the Saltanat Law.\r<br>\r<br>By making violence visible - and support accessible - the strategy helped shift domestic abuse from a hidden crisis to a shared national responsibility.\r<br>","is_link":false},{"keyword":"EXECUTION","content":"Citix, DOOH high-tech company, started with an old abandoned neon sign - ‘Saltanat’, once the name of a Soviet-era women’s clothing store. We restored it and rewired it into something no one could ignore: a national alert reflecting domestic violence statistics in real time. \r<br>\r<br>An AI-driven engine processes a vast stream of data - news, NGO-channels, social media, inputs from crisis centers and user-submitted stories collected via a Telegram bot and interactive Citix street devices. \r<br>\r<br>To ensure clarity and credibility, the system leverages a localized language neural network. Using a custom Node.js prompt, the AI filters and verifies each incident before sending validated data to Citix’s AdTech platform. The GSM-triggered alert then activates the neon sign and updates a live Saltanat Light widget across 100+ public digital screens in real time. Each screen leads to a Telegram bot developed with the UN, helping women understand and use the ‘Saltanat’s Law’.\r<br>","is_link":false},{"keyword":"RESULT","content":"The sign flashes 798 times in one month, 26 times a day, once every 55 mins.\r<br>\r<br>Reach: 22.3 million people - over 75% of Kazakhstan’s total population, achieved through programmatic OOH and organic earned media. \r<br>\r<br>Engagement: 522,000+ direct digital reactions (shares, comments, saves) across platforms.\r<br>\r<br>Media amplification: covered not only in Kazakhstan, but picked up by media in Uzbekistan, Kyrgyzstan, Tajikistan and Russia, expanding the campaign’s relevance and digital footprint across the region. \r<br>\r<br>Behavioral shift: most women have finally learned about their rights. They began to turn more often to lawyers, human rights defenders, legal centers and law firms for help - reported cases leading to criminal charges increased by 4 times.\r<br>","is_link":false},{"keyword":"URL","content":"https:\/\/www.youtube.com\/watch?v=vxuvLM8wNzQ","is_link":true}],"files2":[{"name":"ST04_002.mp4","type":"mp4"},{"name":"ST04_002_DI01L.jpg","type":"jpg"}],"count":2}