Title	MY BABUSHKA YAGA
Brand	MEMINI
Product/Service	PEOPLE'S AWARENESS OF DEMENTIA SYNDROME
Category	B04. FUNDRAISING, CHARITIES, APPEALS, NON-PROFIT ORGANISATIONS, PUBLIC HEALTH & SAFETY, PUBLIC AWARENESS
Entrant Company	ANYBODYHOME! 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 Campaign

The problem: in Russia the people facing a person with Dementia do not count him/her as an afflicted person. So no treatment or adaptation is supposed or needed. The challenge: to give the people noticeable markers of Dementia, to lead them to the idea that Dementia should be diagnosed and treated. The strategy: 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. We 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. The creative solution: we found a well-known character from the folklore who perfectly suits the situation – Babushka Yaga (a soft-evil character, meaning no real harm to good heroes in most fairytales) - and created 18 fairytales describing the first symptoms of transformation from babushka (normal person) to babushka-yaga (person with Dementia), and made a book for family reading. The results: the tactical results are: earned media, contacts with our book, memini.ru traffic. The strategic result: we want to raise a generation who knows this syndrome from childhood and knows how to deal with it. The results: earned media, contacts with our book, memini.ru traffic. The strategic result: we want to raise a generation who knows this syndrome from childhood and knows how to deal with it.

The Brief

To find a common occasion in positive atmosphere (family reading) in order to united the family and talk about desease symptoms : Grannies read books to grandchildren, babysit them, help to raise them. This occasion unites three generations in a very warm atmosphere of love and support. So we can deliver our message to all three generations involved. Above all, it is a demographically right moment – in this way, 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.

Results

The tactical results are: – All the 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 very complicated and frightening topic – the Dementia syndrome.

Execution

We have an offline version of the book for offline events, we have an online book for downloading, and an audio book in online and off line formats for downloading, as well as for PR events and distribution. 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.

The Situation

Dementia in Russia is an unknown word for the extraordinary majority of people. Though more than 1 500 000 people (there is no statistics from medical authorities) suffer from this syndrome. Dementia is a terrible syndrome leading to total physical and mental degradation of a person. Above all, this syndrome has a huge social impact, destroying families and depriving children of happy childhood. We had to make a campaign which delivers the message: these are the symptoms of Dementia syndrome; it is not a normal behavior.

The Strategy

We planned three waives of our campaign: the launch (crowd funding by social media), the presentation of the printed book (social media + mass media), the presentation of an audio book made with the participation of celebrities (social media + mass media). We started with social media campaign (Facebook, Livejournal) by inviting bloggers, copywriters and illustrators to our project, sharing this information in social media. The buzz we made brought to us partners for the book. Next is a presentation of the printed book in a top Moscow book store, followed by a series of events for journalists, doctors, psychologists etc. Information flow went further from social media to mass media, supported by an internet campaign. The last stage was the making of an audio book with music, movies and TV top celebrities. Another PR wave with distribution of the offline audio book version in shopping centers in Moscow.