Foundation For Fighting Corruption Promo, Case study DO NOT LIE AND DO NOT STEAL by Foundation For Fighting Corruption

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DO NOT LIE AND DO NOT STEAL

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Industry Charities, Foundations, Volunteers
Media Promo & PR, Case study
Market Russia
Agency Foundation For Fighting Corruption
Released July 2011

Credits & Description

Category: Charity and Not for Profit
Advertiser: FOUNDATION FOR FIGHTING CORRUPTION
Product/Service: FUNDRAISING
Agency: FOUNDATION FOR FIGHTING CORRUPTION
Vice-President For Public Relations And Advertisement: Vladislav Solodky (Life Financial Group)
Media placement: Digital PR - Blogs And Social Networks -  
Media placement: Consumer PR - Print and Online -  
Media placement: Ad Campaigns - Printed Media -  
Media placement: Interviews - Various Media -  

Summary of the Campaign
RosPil and RosYama are the projects of the Foundation for Fighting Corruption which are meant to give Russian people collaborative tools to help protect their civil rights and fight corruption. RosPil is focused on disclosure and prevention of cases of governmental corruption and abuse, mainly in state procurement. Rosyama intends to improve the road situation in Russia by finding and reporting the pavement defects. As RosPil, Rosyama is also an anti-corruption project since most pavement imperfections are caused by corrupt procedures during road construction and repair.

During the first 2 stages, the Foundation has used blogs and social networks to raise awareness about the issues and find followers. Alexey Navalny, a lawyer and a civil activist, used his knowledge and experience to make the project work. This was a massive campaign which developed very quickly and found people's support throughout the country. Now is the right time to make another step and further expand the awareness.

Issuing a co-branded card with the LIFE Financial Group will have a powerful PR impact because this is the first case of official crowd-funding for the opposition in Russia. It will allow more people to see how serious the Foundation's intentions and actions are. For the Foundation, the project will become another stable source of funding and will help promote their activities all around Russia.

The Situation
Governmental corruption is one of the major issues hindering the development of Russia. It has reached unbelievable levels and is very hard to fight. The Foundation for Fighting Corruption is working hard to improve the situation by attracting public attention to outrageous cases of violation of law, graft and mismanagement in Russia. When violations are discovered, the Foundation files legal claims with relevant authorities and follows-up on the cases. The well-organised and continuous mechanism of corruption seems invulnerable. The Foundation for Fighting Corruption has the intention to prove this wrong.

The Goal
The goals of the project are:

1) To promote the actions of the Foundation for Fighting Corruption through collaboration with a major financial institution. Their support will be a good sign of seriousness and stability which can attract more followers.

2) To help the Foundation do even more to prevent corruption and move towards its total elimination in Russia.

3) To create a new stable source of funding.

The Strategy

Based on the current popularity of Alexey Navalny, who established the Foundation, it will create a massive campaign in the major Russian socio-political and business media. Simultaneously, the project will be announced and strongly promoted in Alexey Navalny's blog and other social media. This will result in millions of user-interactions and additional media impact. All of the above will lead to benefit for both the Foundation and the LIFE Financial Group: a lot of additional customers are expected.

Execution
Project stages:
1) Creation of the concept and publishing it in Alexey Navalny's blog which resulted in massive media coverage;
2) Announcement of public fundraising;
3) Hiring employees (mostly lawyers);
4) Further reports and follow-ups in Alexey Navalny's blog.
5) Now is a good time to make another step forward and find a serious partner — here we start the bank card campaign.

Documented Results
$300,000 was raised for the RosPil project within the first months.

Over 20,000 people have made donations.

$1,3 billion was the value of government tenders which were cancelled or modified through the efforts of RosPil.

The project has a total of over 411,000 subscribers and followers on various social networks.

Alexey Navalny is #1 Russian blogger on Livejournal according to Yandex national rating.

RosPil was acknowledged by the Deutsche Welle Blog Awards as the most socially useful resource.

Alexey Navalny has been acknowledged in the following international ratings:
- #24 in the Foreign Policy's 100 Global Thinkers Rating
- #1 in the List of 25 Russians who move the country, by the Financial Times
- In The Times' list of 100 People to Watch in 2012, Alexey Navalny is the only
Russian
- In 100 Poll the Time 2012 by TIME, Alexey Navalny gets a higher rating than
Vladimir Putin.