PRO-LIFE CAMPAIGN: MAMA WILL YOU...?

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Released:	September 2004
Advertiser:	RADIO EUROPA PLUS VLADIMIR
Brand name:	PRO-LIFE CAMPAIGN
Agency:	PRODUCTION COMPANY VLADIMIR-REGION
Country:	Russia
Category:	Public health & safety

Credits:

Advertising Agency: PRODUCTION COMPANY VLADIMIR-REGION, RUSSIA
Creative Director: Igor Birukov
Scriptwriter: Igor Birukov/Tanya Kazakova
Agency Producer: Alexey Sidortsev
Director: Alexey Patrugin/Sergey Odintsov
Sound Engineer: Alexey Sidortsev


Script in English
SFX: Household sound effects, lots of reverberation.

A pregnant woman “hears” the voice of her unborn child. A little girl is playing and singing a popular childish Russian song.

SFX: Silence, no reverberation.

Little girl: Mama! Will you kill me?

SFX: Dramatic, menacing synthesizer pad with short flute phrases.

Anncr: Every year more than two million women in Russia have…abortions.

Music stops abruptly.

Little girl: Mama?
Brief Explanation
This campaign is the result of a discussion with representatives of local medical institutions who fear that society treats abortion like an everyday medical procedure. The ad attempts to play on a woman's emotions, influencing her at the moment of decision.