Life:) Promo, Case study HELPING IS EASY

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Industry Telecommunications Services, Charities, Foundations, Volunteers
Media Promo & PR, Case study
Market Ukraine
Released July 2009

Credits & Description

Category: Corporate Responsibility
Advertiser: LIFE:)
Head of Noblet Media CIS: Evgenia Pankratieva (Noblet Media CIS)
President and Founder: Roman Korniyko ("Otchyi Dim" International Charity Foundation)
Media placement: TV Campaign - TRK Ukraine, Era, Citi - 1 November 2009
Media placement: Printed Media Campaign - Viva! TV Ekran - 1 November 2009
Media placement: Printed Media Contest - 30 Regional Newspapers - 5 November 2009
Media placement: Online Blogger Project - - 17 December 2009

Summary of the Campaign
To Help Is So Easy charity campaign was established in 2005 by mobile services operator life:) to aid Ukrainian homeless children, an issue that has become very serious for the country. Each year the campaign has changed its format. In previous years there have been TV advertisements, large concert tours and theatre performances aimed at different target groups and supported by bright national advertisement campaigns. 2009 was a difficult crisis year for the Ukraine. The new economic reality turned our strategy towards low cost, but efficient activities that would attract the attention of all groups to the problems of street children and are just as effective at raising money. We decided to go through high-flyers who are perceived as opinion leaders by many people and who can influence the situation. The main part of the campaign was a new film by Kira Muratova called Melody for street-organ telling a sad story of homeless children. There were also a number of activities aimed at creating wide awareness, raising money and strengthening image of life:) as a socially responsible company.

The Goal
-To attract the attention of at least 50% of the Ukrainian population to the issue of homeless children who need special care and help in crisis times. -To attract the attention of high-flyers to the issue. -To strengthen the image of life:) as a socially responsible company. -To strengthen subscribers' loyalty and to raise funds through aiding charity foundations working with street children to decrease the number of kids living in the streets. -Target audience - male/female 25+, high-flyers (well educated, taking good positions in business and politics, opinion leaders).

Tangible objectives: Attention of at least 50% of the Ukrainian population - Donation of at least UAH 500,000 ($80,000) Tangible results: AVE: PR Feedback (Internet publications) – approx. $27,785 Radio – approx. $1,400 TV – approx. $39,340 Printed media – approx. $126,442 Trust coefficient - 3 Total AVE – approx. $ 195,000*3 = $585 000 ROI = 1 : 2,23 Funds raised as of today - $110,000 (more funds are coming from TV broadcast of the movie in September). Nearly 86,5 % of Ukrainian population heard of the campaign in 2009. According to the official 2010 statistics the number of homeless children in Ukraine decreased by 30%.

-life:) presented a new film from famous Ukrainian director Kira Muratova entitled Melody for the Street Organ, dedicated to highlighting the plight of homeless kids who have found themselves on the street before Christmas. The movie features major celebrities and received much public attention. It was shown in December-February in the 12 largest Ukrainian cities (a very good showing for an art-house movie). All proceeds from ticket sales will be transferred to 4 charity centers around the country. In September 2010 rights to the movie will be sold to major Ukrainian TV networks to raise additional funds and create further public awareness. -Launch of a seven part all-Ukrainian marathon to address the problems of homeless children. -Launch of hotline 2009, where subscribers can purchase charity e-cards. -Text message campaign to all life:) subscribers (around 12 million), announcing the start of the campaign and a hotline to send a charitable text message at a cost of UAH2 ($0,25) accessible via a special number within the network. -Announcement of a national contest for the best article about street children in all major regional print media around the country. The contest received wide attention; over 300 publications were received and 30 winners selected. The winning articles will be also re-published by Edipresse publishing house in Ukraine’s most popular glossy publications. -A special project called Blogger in an Orphanage was launched on the life:) ( A famous blogger visited several orphanages around the country that received monetary assistance from the To Help is so Easy program and told the stories of former street children who live there. The news was also also published in LiveJournal and widely republished by Internet users. -TV advertisements for the movie Melody for the Street Organ ran on major Ukrainian TV, radio and print media with an additional message informing viewers that the movie is being shown as a part of life:)’s To Help is so Easy campaign and that proceeds from ticket sales will be transferred to charitable foundations. This advertisement was provided free-of-charge by the production company that produced the movie. -life:) supported a photo exhibition of the famous glossy journal Hello!. Photos of smiling celebrities (mirroring the smiley symbol used as the life:) logo) were sold at charitable auction – creating additional publicity and raising funds for charity. -Special project with I-box (partner company through which life:) subscribers can make electronic payments for mobile communication). 5 kopeyks (appr. 1 cent) of each payment was transferred to charity needs.

The Situation
Homeless children are an issue that has become very serious in Ukraine. Among homeless children: more than 20% have been sexually abused; 80% abuse toxic substances; 10-30% are AIDS positive; homeless children commit more than 40,000 crimes annually; a significant amount of homeless children does not have documents thus officially these children do not exist which makes them become targets of human trafficking easily; according to official statistics there were about 200,000 homeless children in Ukraine in 2005 – a number higher than the post World War II period.

The Strategy
The main challenge was the limited budget that did not allow extensive campaigns. First we defined what would attract attention of high-flyers and chose Kira Muratova’s new film that had already received many international awards and had great publicity in Russia and abroad. The art-house movie is dedicated to homeless children and thus it exactly corresponded to the main message of the campaign. We also decided to involve celebrity events to attract the attention of high-flyers. To make the campaign successful we also needed the attention of the mass media. This year we decided to ask them along not as observers but as participants. The life:)text message campaign gave subscribers the opportunity to buy charity e-cards for 2 UAH was personalized according to region. The messages asked every subscriber to help child centres in their regions. This more localized method worked – there is a greater appeal to helping someone on a local level than at a national one. Also, personalized mailings with information on blogger projects were sent to charity funds, life:) friends and partners.