Title	MY BABUSHKA YAGA
Brand	MEMINI
Product/Service	PEOPLE'S AWARENESS OF DEMENTIA SYNDROME
Category	D01. INTEGRATED CAMPAIGN LED BY DIRECT MARKETING
Entrant Company	MOVIE COMMUNICATION GROUP Moscow, RUSSIA
Advertising Agency	ANYBODYHOME! Moscow, RUSSIA
Production Company	PIC-O-MATIC Moscow, RUSSIA

Name	Company	Position
Mike Perlovsky	Anybodyhome!	Creative Director
Alla Botvich	Anybodyhome!	Idea Art Director
Ilya Chekalev	Anybodyhome!	Strategic Director
Aleksandra Shusharina	Anybodyhome!	Copywriter
Elena Golubeva	Anybodyhome!	Client Service Director
Olga Mikheeva	Anybodyhome!	Account Manager
Anton Mikhelson	Anybodyhome!	Agency Producer
Lidia Arkhangelskaya	Anybodyhome!	Pr Director
Arakel Zatekayn	Anybodyhome!	Copywriter
Innokentiy Keleynikov		Designer
Oksana Grivina		Cover
Sergey Trebin		Page Page Proofs Proofs Prepress
Daria Sokolova		Editor

The Brief

Problem: in Russia people facing a person with Dementia do not count him as an afflicted person. No treatment or adaptation is supposed. Objective: to give people noticeable markers of Dementia, to lead them to the idea that Dementia should be diagnosed and treated. Strategy: use children’s nature attentiveness and common occasion (family reading) to make them our attentive assistants by providing the information on symptoms in an entertaining way and helping them to share information with their moms and dads.

Creative Execution

On the basis of a common occasion in positive atmosphere (family reading, when grannies read books to our children) to give the people a basic information about the symptoms in an entertaining way. Grannies read books to grandchildren, babysit them, help to raise them. This occasion unites three generations in a warm atmosphere of love and support. So we can deliver our message to three generations involved. It is a demographically right moment as the first symptoms can be detected at the age of 50-60 years, the age when young parents are 25-35 years, with children of 4-8 years.

Describe the creative solution to the brief/objective.

We found the creative solution to use a form of fairytales with a main hero - a well-known character from the Russian folklore who perfectly suits the situation – Babushka Yaga (a soft-evil character, meaning no real harm to good heroes in most fairytales, but with strange and unpredicted behaviour). We created 18 fairytales describing the first symptoms Dementia when happens the transformation from a lovely Grandmother (normal person and called Babushka in Russian) to a strangely behaved Granny (person with Dementia) assosiciated with Russian Folklore character Babushka Yaga. And we made a book for family reading.

Results

The tactical results: All books have been distributed among children’s libraries and health clinics free of charge; The audio-version has been downloaded about 8 thousand times; More than 18 thousand people have read the book online; The daily audience of the web-site has increased four times; With no capital having been invested, Earned media is estimated at USD 250,000. The strategic result: We want to raise a generation, who knows this syndrome from childhood and knows how to deal with it. We created a positive route for discussing and sharing information about a complicated and frightening topic – Dementia syndrome.