Esvero Promo, Case study HARM REDUCTION by Saatchi & Saatchi Moscow

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HARM REDUCTION

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Industry Hospitals, Healthcare facilities & Medical Services, Against Drugs
Media Promo & PR, Case study
Market Russia
Agency Saatchi & Saatchi Moscow
Creative Director Stuart Robinson
Art Director Nikita Morozov
Copywriter Elena Meschanova
Released March 2011

Credits & Description

Category: Best Use of Social Media Marketing
Advertiser: ESVERO
Product/Service: SUPPORT FOR DRUG ADDICTS
Agency: SAATCHI & SAATCHI RUSSIA
Date of First Appearance: Mar 2 2011
Entrant Company: SAATCHI & SAATCHI RUSSIA, Moscow, RUSSIA
Entry URL: http://textype.ru/fest/harmreduction/
Group Head: Polina Maguire (Saatchi & Saatchi)
Creative Director: Stuart Robinson (Saatchi & Saatchi)
Art Director: Nikita Morozov (Saatchi & Saatchi)
Copywriter: Elena Meschanova (Saatchi & Saatchi)
Media placement: Digital Campaign - Livejournal.com, Twitter.com, Mail.ru, Twitter.com, Vkontakte.ru - 1 March 2011

Insights, Strategy & the Idea
In Russia, most people see drug addicts as criminals who are too lazy, too weak or too stupid to quit.
While someone who is poor or ill is seen as unfortunate, a drug addict has only himself to blame.

After a famous Russian identity suggested the death penalty for drug addicts, the charity ESVERO thought it was time to start changing the way people look at drug addiction. And start creating a more compassionate environment for addicts and their support groups.

Who creates sympathy? A lost child. And every drug addict was once a child that somewhere, somehow got lost.

Creative Execution
So we posted a MISSING CHILD notice with the childhood photo of a real drug addict on LiveJournal, one of Russia's biggest social networks. More than 200 bloggers helped by reposting it to over 150,00 followers.

10 days later we revealed the truth: the girl was not physically lost, she was a drug addict and the story behind her addiction.

We directed everybody to the Lost Children community, where other drug addicts' stories were posted with their childhood photos.

Results and Effectiveness
Lost Children attracts up to 800 views a day.

The two latest discussions collected around 400 comments, a rarity even in the most popular LiveJournal communities.

People reacted! With anger at being ‘duped’ to praise for a novel way of raising the issue. But they reacted. And considered for the first time that maybe addicts weren’t sickos, just sick.