| Title | 8MAMARCH |
| Brand | MOSCOW DEPARTMENT OF CULTURE |
| Product/Service | PUBLIC AWARENESS MESSAGE |
| Category |
C08. Charities, Public Health, Safety & Awareness Messages |
|
Entrant Company
|
BBDO RUSSIA GROUP Moscow, RUSSIA
|
|
Advertising Agency
|
BBDO RUSSIA GROUP Moscow, RUSSIA
|
Credits
| Nikolay Megvelidze |
Bbdo Russia Group |
Creative Director |
| Alexey Starodubov |
Bbdo Russia Group |
Deputy Creative Director |
| Artem Ivanov |
BBDO Russia Group |
Creative Group Head |
| Anton Chalov |
BBDO Russia Group |
Art-director |
| Nikita Nikiforov |
Bbdo Russia Group |
Strategic Planning Manager |
| Vladlena Obukhova |
Bbdo Russia Group |
Executive Director |
| Maria Urnova |
BBDO Russia Group |
Account Supervisor |
| Luiza Vasyutina |
BBDO Russia Group |
Senior Account Manager |
| Valery Gorokhov |
Bbdo Russia Group |
Senior Producer |
| Anna Chernaya |
BBDO Russia Group |
Junior Producer |
| Elina Yaroslavskaya |
Bbdo Russia Group |
Digital Account Director |
| Yuri Mikhailov |
Bbdo Russia Group |
Creative Group Head |
| Igor Kisil |
Mint (pr Agency) |
Managing Director |
| Maria Kirienko |
Mint (pr Agency) |
Project Manager |
| Katerina Guvakova |
The Marketing Arm (Celebrity Management) |
Client Services Director |
| Nadezhda Toporkova |
The Marketing Arm (Celebrity Management) |
Celebrity/Casting Director |
| Kristina Malberg |
The Marketing Arm (Celebrity Management) |
Celebrity/Casting Senior Manager |
| Oleg Artyomov |
GoCream (Digital Production) |
Project Manager |
| Evgeny Artyomov |
GoCream (Digital Production) |
Project Manager |
| Alexander Kaidalov |
GoCream (Digital Production) |
Technical Director |
Brief Explanation
The brief that came from Moscow Department of Culture was to attract people’s attention to the problem of women’s rights.
Historically the role of women in Russian society was mostly paled into insignificance. Sadly, nowadays the situation still is almost the same. For example kids in Russia inherit not only father’s surname but also father’s name in the way of patronymic, consigning mothers to oblivion.
This observation led us to the idea. We decided to shake people convictions urging them to change their patronymics into MATROnymics, breaching a centuries-old tradition.
Results and Effectiveness
The campaign became viral in digital: people made postcards, shared them, posted and re-posted in social networks such as Facebook, VK, Odnoklassniki, Instagram, Twitter and their own blogs like Livejournal.
As a result, people of their own free will decided to start a petition at the site Change.org for people to have a chance to choose either to have patronymic or matronymic. The petition is to be sent to the authorities in charge.
With zero budget this one-week campaign managed to gain:
Earned media impressions – 363 609 159
PR value – 73 168 080 RUR
Creative Execution
The campaign was launched one week before the 8th of March, the International women’s day. The only day in year when all men point maximum attention to their women.
We disguised our message as a fancy site where everyone could make complimentary postcards and send them to their moms.
The campaign was backed in social networks and OOH billboards on the Moscow streets and parks.
Some monuments round the city also changed their patronymics into matronymics.
Insights, Strategy and the Idea
Nowadays Russian society is not ready to discuss the problem of women’s rights not only due to the more relevant and important topics as economic crisis, but also because Russia still is a highly patriarchal country.
We decided to appeal to the most progressive part of Russian society – active users of internet and social networks.