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Industry Charities, Foundations, Volunteers, Public Safety, Health & Hygiene
Media Promo & PR
Market Russia
Agency TWIGA Moscow
Art Director Vladimir Podvorniy
Copywriter Julia Poleschuk
Designer Elena Zaderei
Producer Alexandra Muravieva, Timofey Butin, Ulanbek Bayaliev, Fluza Farkhshatova
Editor Pavel Spekhov
Released September 2010

Credits & Description

Category: Charities
Agency: TWIGA
Date of First Appearance: Sep 14 2010
Entrant Company: TWIGA, Moscow, RUSSIA
Entry URL:
Idea: Michael Elagin (TWIGA)
Copywriter: Julia Poleschuk (TWIGA)
Art Director: Vladimir Podvorniy (TWIGA)
Public Relations Director: Ekaterina Vinokurtseva (TWIGA)
Producer: Alexandra Muravieva (TWIGA)
Executive Producer: Elena Kalinger (TWIGA)
Producer: Ulanbek Bayaliev/Fluza Farkhshatova (TWIGA)
Camera Operator: Sergey Avdonin (TWIGA)
Actor: Denis Mulyar (TWIGA)
Coordinator: Irina Shebeko (TWIGA)
Genaral Manager: Natalya Vitovtova (EgoPro)
Postproduction Manager: Dmitry Kotovskiy (Park Production)
Producer: Timofey Butin (Park Production)
Editor: Pavel Spekhov (Park Production)
Video Materials: Sergey Senkin (Russian Footage)
Designer: Elena Zaderei (TWIGA)
Presentation Materials Producer: Sergei Ogandjanian (Hendriks Studio)
Media placement: Internet, - None - 18 September 2010

Describe the objective of the promotion.
To raise money for the heart surgery of Vika Kurbanova, a three year old girl with a Congenital Heart Defect.
Every year, over 10,000 babies in Russia are born with CHD. The death rate among the children who do not undergo heart surgery is estimated to be from 25% to 50%.
The problem of raising charity funds for sick children is getting tougher.
Unfortunately, people recently got used to charity solicitations, and do often not respond to them.
The mission of this initiative is to focus public attention to charity organisation – Russian Fund for Help.

Describe how the promotion developed from concept to implementation.
To overcome alienation, we created an image of a girl guardian angel who materialised on one of the city roofs, and desperately appeals to people for help.
On the Internet the project was presented on a specially designed website,, also on - «Russian Fund for Help» ( website. There, one could learn the girl’s story and watch the video of her angel. Every day we placed new video shots of the angel asking for help. Such an on-line update enabled us to keep the audience involved. Once the funds were raised all the participants received an SMS saying that Vika’s life has been rescued.

Explain why the method of promotion was most relevant to the product or service.
The Russian audience has never come across such unprecedented metaphor for charity appeals. People got used to numerous examples, photos, and videos featuring sick children themselves.
These stories are so hard to endure that often they evoke nothing but emotional alienation, an impulse to stop reading and watching them – to forget these heartbreaking images, frank and disgusting pictures of sufferings. We chose another way.

Describe the success of the promotion with both client and consumer including some quantifiable results.
Many popular Russian bloggers, such as Tatiana Lazareva, Bojena Rynsky, Boris Minaev, and Oleg Kozrev, got involved in this charity initiative by mentioning the unparalleled idea of a guardian angel, placing the link to our website in their blogs.
The sponsor aid for Vika’s surgery was received in only one day. But the charity initiative lasted three days, and the angel helped to save two more lives. The donations collected were sufficient to cover heart surgery for Maria Chukhlantseva and Kirill Anjukhin.
For a month after the final video was placed, the traffic statistics showed 30% increase in visits.