I WAS KILLED IN THE ARMY by Digital Headshot for MOTHER'S RIGHT FOUNDATION

Adsarchive » Promo , Case study » MOTHER'S RIGHT FOUNDATION » I WAS KILLED IN THE ARMY

I WAS KILLED IN THE ARMY

Pin to Collection
Add a note
Industry Public awareness
Media Promo & PR, Case study
Market Russia
Agency Digital Headshot
Art Director Ekaterina Suvorova
Copywriter Kirill Tsytkin
Producer Pavel Voloshin, Danil Tsytkin
Released August 2012

Credits & Description

Category: Best Use of Social Media
Advertiser: MOTHER'S RIGHT FOUNDATION
Product/Service: SOCIAL AWARENESS
Chief Executive Officer: Artemy Altman (Digital Headshot)
Copywriter: Kirill Tsytkin (Digital Headshot)
Art Director: Ekaterina Suvorova (Digital Headshot)
The Chairwoman of the Board: Veronika Marchenko (The Mother's Right Foundation)
Producer: Danil Tsytkin (Digital Headshot)
Producer: Pavel Voloshin (Digital Headshot)
Media placement: Social Network User Profiles - Www.odnoklassniki.ru - 23 February 2011

Summary of the Campaign
Over 3000 Russian soldiers fall every year because of violence against younger conscripts in the army. The Mother's Right Foundation is a Russian non profit organization created to protect the rights and interests of parents who have lost children in the armed forces. The objective was to attract public attention to the problem and to the Foundation activities in whole without having any budget. We have created fallen soldiers’ profiles in one of the most popular Russian social networks and wrote their stories of death from the first person at every profile page. This project drew a wide response in the society. Major Russian news agencies, papers and TV channels reported about this project.

The Situation
450,000 people are called up for military service in Russia every year. Over 3,000 of them never return home because of violence against younger conscripts in the army. The Mother's Right Foundation is a Russian non profit organization created in 1990 to protect the rights and interests of parents who have lost children in the armed forces.
Despite the scale of this problem, it was ignored by mass media and seemed to be forgotten by the society.

The Goal
The objective was to attract public attention to the problem and to the Foundation activities in whole without having any budget. The target audience core were teenagers. The core of the target audience was teenagers. They are socially active but usually don't pay attention to the problems of the army. We needed to make the theme significant again.

The Strategy
In order to inform the target audience about the problem, we created an internet campaign.
We decided to use social network resources to make people face the problem in their habitual environment. We developed a provocative idea and invented to show people a thing they couldn’t expect to face there.

Execution
We created fallen soldiers profiles in a popular Russian social network www.odnoklassniki.ru (classmates). We indicated where they had studied, lived and worked so that people who used to know them could find them at the social network. And we also told their stories of death from the first person. All these accounts were added to the Mothers Right group.

Documented Results
The theme became appreciable in the Internet. The project was noticed by top Russian bloggers. One of the posts became 7th by popularity at LiveJournal.com. It got over 1000 comments in three days and have been re-posted hundreds of times.
In a week major TV channels, radio stations, newspapers and all major Russian news agencies reported about this project. Thanks to this, a number of interviews with the Chairwoman of the board were arranged on a major national media. The donations to the Fund through the Internet have tripled.
Over 20,000 people have visited Soldiers’ profiles in a week and left thousands of comments at the Mother’s right group page. The number of visitors and comments were increasing day by day. The total media coverage of the campaign overcame 19 million contacts.