Saltanat light
Real-Time AI Project Shining a Spotlight on Domestic Violence in Kazakhstan
About The Project
A groundbreaking initiative has been launched in Kazakhstan: Saltanat Light, the world’s first real-time digital platform that collects, analyzes, and visualizes data on domestic violence nationwide. At its core lies the story of Saltanat Nukenova, whose tragic death has come to symbolize both the urgency of systemic reform and the enduring fight against domestic violence.
At the center of the campaign is a crimson neon sign bearing the name Saltanat, originally installed in Almaty in the 1960s. Today, it has been transformed into a haunting symbol of alarm: each time a case of domestic violence is registered by the system, the sign begins to blink. Simultaneously, a signal appears across more than 100 Citix digital screens throughout the country.
Behind the scenes, an AI-driven engine processes a vast stream of data — from news reports and social media posts to anonymized inputs from crisis centers and user-submitted stories collected via a Telegram bot and interactive Citix street devices in Almaty.
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 public digital screens in real time.
The project’s aim is twofold: to refocus national attention on the crisis of domestic violence — and to remind Kazakhstani women that the law is on their side. A dedicated Telegram bot, @Saltanat_Light_Bot, offers accessible, step-by-step guidance on where to turn for help, how the legal system works, and what protections are available.
The project is a joint effort by Citix, a leader in digital out-of-home advertising, and GForce Grey, the first Central Asian agency to win a Cannes Lions Gold award.
For both Citix and GForce, Saltanat Light is not a standalone campaign, but part of a long-term, deliberate commitment to confronting domestic abuse through technology and storytelling.
At the center of the campaign is a crimson neon sign bearing the name Saltanat, originally installed in Almaty in the 1960s. Today, it has been transformed into a haunting symbol of alarm: each time a case of domestic violence is registered by the system, the sign begins to blink. Simultaneously, a signal appears across more than 100 Citix digital screens throughout the country.
Behind the scenes, an AI-driven engine processes a vast stream of data — from news reports and social media posts to anonymized inputs from crisis centers and user-submitted stories collected via a Telegram bot and interactive Citix street devices in Almaty.
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 public digital screens in real time.
The project’s aim is twofold: to refocus national attention on the crisis of domestic violence — and to remind Kazakhstani women that the law is on their side. A dedicated Telegram bot, @Saltanat_Light_Bot, offers accessible, step-by-step guidance on where to turn for help, how the legal system works, and what protections are available.
The project is a joint effort by Citix, a leader in digital out-of-home advertising, and GForce Grey, the first Central Asian agency to win a Cannes Lions Gold award.
For both Citix and GForce, Saltanat Light is not a standalone campaign, but part of a long-term, deliberate commitment to confronting domestic abuse through technology and storytelling.
“At GForce, we believe communication has the power to change reality,” says Yulia Tushina, Chief Creative Transformation Officer at DASM Group and Managing Director at GForce. “After our first campaign on domestic violence, we made a conscious decision to continue — thoughtfully and consistently. Saltanat Light is a unique convergence of technology and creativity, where we look to the past to change the future.”
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“Many women in Kazakhstan — myself included — know what domestic violence is not from statistics, but from experience,” says Yana Shoy, CEO of Citix. “That’s why this project isn’t just a formal initiative for me. It’s personal. At Citix, we believe technology can be a voice for the city — and with Saltanat Light, that voice says: you are not alone, the law is on your side, and help is near. A city must be safe — not only physically, but emotionally. And that’s the kind of city we work for every day.”
Location of the Saltanat Sign:
The physical neon sign Saltanat is located in Almaty, at 10 Orbita 2 Microdistrict, directly opposite the main entrance to the First President’s Park.
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