Title	WATER ALLEY
Brand	MINISTRY OF NATURAL RESOURSES AND ECOLOGY OF RUSSIAN FEDERATION, DEVELOPMENT CEN
Product/Service	THE GOVERNMENT PROGRAMME "WATER OF RUSSIA"
Category	B04. Charities, Public Health, Safety & Awareness Messages
Entrant Company	AGT COMMUNICATIONS AGENCY Moscow, RUSSIA
Advertising Agency	AGT COMMUNICATIONS AGENCY Moscow, RUSSIA

Name	Company	Position
Ilya Razbash	Water Resources Department/Ministry Of Natural Resources And Environment Of The Russian Federation	Marketing Director
Nadezhda Malkina	Agt Communications Agency	Social Communications Director

The Campaign

Water is a habitual element of the every-day life of most Russian citizens. The ‘obligatory’ availability of water in sufficient volumes and of proper quality decreases its value in the Russians’ minds. Water is easily accessible and cheap, which leads to misunderstanding water as a consumable material of unlimited volume, and also generates pre-requisites of negligible attitude to water and water resources. FINA World Aquatics Championship-2015 in Kazan is a huge global event that is ideal to carry out work towards educating people on careful attitude to water: • Event in which water plays key role. • Sport event of international standing in which about 2,500 sportsmen take part. The Water Alley is an interactive educational and entertainment area organized in Kazan in frame of State program 'Water of Russia' to disseminate the ideas of careful attitude to water. Program “Water of Russia” is initiative of the Ministry of Natural Resources and Environment of the Russian Federation. The organizational and informational support of the campaign is provided by AGT Communications Network.

The Brief

1. To educate and inform people on careful attitude to water 2. To draw the citizens’ attention to the problems of protection and reasonable use of water resources 3. To integrate ideology and actual information about the condition of water resources and water infrastructure into the events within the FINA World Aquatics Championship 4. To create tools for the implementation of projects that make it easy to inform the target audiences about important problems of saving water in the world

Execution

During four days the guests of the Water Alley talked to the ambassadors of the FINA World Aquatics Championship, had an opportunity to ask questions to the representatives of the Ministry of Natural Resources of Russia and Tatarstan, to watch light shows on six-meter water screens, to participate in dancing flash mobs, to make unique selfies in special ‘water’ photo-cabins. Children could enjoy entertainment stations with face art, games and competitions. Free WiFi was provided in the area. During the work of the Alley, over 4000 photos were posted in social networks with hashtags #(‘I am water’), #(‘I save water’), #(‘Water of Russia’) and #waterrussia. Upon completion of four days’ work of the Alley, the children’s paintings competition “I am Water” selected 20 winners from among about 400 works. The leaders were selected by open voting which took place directly in the Alley (the guests marked their favorite paintings with stickers).

The number of the guests that visited the Alley is 15,000 The audience of the mass-media involved is 2,000,000 The number of publications in federal and regional mass-media is 150 The number of the journalists that visited the Water Alley in the press-tour is 15 The number of the journalists that visited two press-conferences within the Alley is 50 The coverage of the social network users is 1,000,000 The total coverage of the Project’s audiences is 3,000,000.

The Strategy

The Water Alley has attracted about 15 thousand Kazan’s citizens and guests during XVI FINA World Aquatics Championship in Kazan. Sports delegations from China, Venezuela, Hungary, Germany, and other countries visited the Alleys. The guests of the Water Alley talked to the ambassadors of the FINA World Aquatics Championship, had an opportunity to watch light shows on six-meter water screens, to participate in dancing flash mobs, to make unique selfies in special ‘water’ photo-cabins. Children could enjoy entertainment stations with face art, games and competitions.