Title	TO DELAY MEANS TO KILL
Brand	LIZAALERT
Product/Service	SEARCH FOR MISSING PEOPLE
Category	B04. FUNDRAISING, CHARITIES, APPEALS, NON-PROFIT ORGANISATIONS, PUBLIC HEALTH & SAFETY, PUBLIC AWARENESS
Entrant Company	TWIGA Moscow, RUSSIA
Advertising Agency	TWIGA Moscow, RUSSIA
PR Agency	TWIGA PR Moscow, RUSSIA
Production Company	STREET ART Ekaterinburg, RUSSIA

Name	Company	Position
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
Tatyana Volkova	TWIGA	Graphic Designer
Sophya Gelman	TWIGA	Pr Director
Nino Purtseladze	TWIGA	Account Manager
Alyona Bylbas	TWIGA	Media Manager
Andrei Kosirev	EGOPRO	Sound Engineer
George Watts	EGOPRO	Аnnouncer

The Campaign

LizaAlert organization was named after 5 y.o. Liza, a little girl that was found frozen to death in a forest. She has died because help came too late. LizaAlert finds missing people. LizaAlert has became a legend but they still face a great problem.

The Brief

In case of a missing person: to make people call as soon as possible.

Results

“To delay means to kill” activation 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.

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%.

The Situation

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.

The Strategy

To make people experience the shocking truth: to delay means to kill.