| Title | TO DELAY MEANS TO KILL |
| Brand | LIZAALERT |
| Product/Service | SEARCH FOR MISSING PEOPLE |
| Category |
A05. USE OF AMBIENT MEDIA: LARGE SCALE |
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Entrant Company
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TWIGA Moscow, RUSSIA
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Advertising Agency
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TWIGA Moscow, RUSSIA
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Production Company
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STREET ART Ekaterinburg, RUSSIA
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Credits
| Michael Elagin |
TWIGA |
Creative Director |
| Nikita Petrusev |
TWIGA |
Strategic Planner |
| Alexander Smirnov |
TWIGA |
Art Director |
| Grant Abovyan |
TWIGA |
Art Director |
| Vardan Martirosyan |
TWIGA |
Agency Producer |
| Sophya Gelman |
TWIGA |
Pr Director |
| Tatyana Volkova |
TWIGA |
Graphic Designer |
| Nino Purtseladze |
TWIGA |
Account Manager |
| Alyona Bylbas |
TWIGA |
Media Manager |
| Andrei Kosirev |
EGOPRO |
Sound Engineer |
| George Watts |
EGOPRO |
Аnnouncer |
Results and Effectiveness
“To delay means to kill” monument was seen by more than 500 000 people. I has shocked people and publicity exploded: more than 27 mln. people reached. Number of timely calls increased by 50%, that almost doubled the number of people found being alive. At last, the Russian Parliament is examining a bill binding the police to begin an active search within three hours after a person has been declared missing.
Creative Execution
We’ve made a special outdoor monument in the center of Moscow. 4 meters high sand clocks with earth in the upper side and a vinyl girl under it. Earth began to pour over the head of a child. Within 3 days the girl was buried 50%.
Insights, Strategy and the Idea
Since Soviet times people wait to report a missing person until the third day! However, a 3 day delay means 50% of missing people will die. Solution: Make people experience the shocking truth: to delay means to kill.