| Title | 8MAMARCH |
| Brand | MOSCOW DEPARTMENT OF CULTURE |
| Product/Service | PUBLIC AWARENESS |
| Category |
C02. Use of Social in a PR campaign |
|
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 (BBDO RUSSIA GROUP) - PR agency |
Managing Director |
| Maria Kirienko |
Mint (BBDO RUSSIA GROUP) - 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 |
The Campaign
The brief that came from Moscow Department of Culture was to attract people’s attention to the problem of women’s rights.
The main challenge was to drag attention to the problem knowing that majority of Russian society was not ready to admit the problem and discuss it.
The lack of money for this project was another serious challenge for us.
That’s why we launched the campaign one week before the International women’s day – 8th of March – the only day in year when women and everything connected with them are in grater focus of media and society.
We launched 8mamarta.ru site where everyone could change patronymics into matronymics (not existing thing in Russia), and send it to their mom or share it in social media. While making postcard people could get more information about the problem.
Hopefully for us some celebrities took part in the campaign for free. Their participation caused a huge buzz, and many other celebrities decided to join our campaign as well.
The campaign gone viral in Internet, TV, Radio and attracted people’s attention not only in Moscow but also throughout Russia and even abroad.
The Brief
The main goal was to convince society to pay more attention to the problem of women's rights.
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 and get more information about the problem.
Also we invited some celebrities to join our campaign. We placed postcards with them on billboards on the streets and parks of Moscow and at their social media accounts.
Surprisingly for us the campaign went even wider than we had expected.
Thanks to local authorities who decided to beck our campaign: some monuments round the city also changed their patronymics into matronymics for one week.
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
The Strategy
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.