Title	ORIGAMI RACOON’S BEVERAGE INDUSTRY
Brand	ORBI CHARITY FUND
Product/Service	PUBLIC AWARENESS (ABOUT STROKE SYMPTOMS)
Category	C08. Charities, Public Health, Safety & Awareness Messages
Entrant Company	BBDO RUSSIA GROUP Moscow, RUSSIA
Advertising Agency	BBDO RUSSIA GROUP Moscow, RUSSIA

Name	Company	Position
Adrian Ely	Bbdo Russia Group	Creative Director
Roman Lych	Bbdo Russia Group	Art Director
Dmitry Nikolaev	Bbdo Russia Group	Copywriter
Valery Gorokhov	Bbdo Russia Group	Senior Producer
Alexander Kireev	Bbdo Russia Group	Junior Tv Studio Manager
Boris Sorokin	Bbdo Russia Group	Senior Project Manager
Christina Krushinskaya	Bbdo Russia Group	Account Director
Julia Tegel	Bbdo Russia Group	Account Supervisor
Katrin Auashria	Bbdo Russia Group	Senior Account Manager
Julia Borisova	Bbdo Russia Group	Junior Account Manager
Anastasiya Pogorelova	Mint (pr Agency)	Head Of Marketing Department
Ksenia Kuznetsova	Mint (pr Agency)	Account Manager
Anzhela Mazaeva	Mint (pr Agency)	Project’s Coordinator
Daria Lisichenko	Orbi Charity Fund	President Of The Fund
Maya Likhareva	Orbi Charity Fund	Board Member
Ekaterina Milova	Orbi Charity Fund	Business Development Director
Marina Yemelyanova	Orbi Charity Fund	Project’s Coordinator
Ilia Golovashkov	Bono Digital/Btl Agency	Creative Director
Yulia Trofimova	Bono Digital/Btl Agency	Project Manager
Sergey Kutarev	Bono Digital/Btl Agency	Digital Producer

The Brief

A stroke happens to every third person in Russia; and when it happens people often don’t know that a person needs help and just walk by. ORBI is the only fund in Russia that is helping people who suffered a stroke and educating others about this problem. People don’t usually remember three stroke symptoms that can help a person from being handicapped: a person can’t say his name, raise both hands and smile. Moreover, young people perceive stroke as the illness that elderly people suffer from, but that is not true.

Campaign Success

Human’s memory is organized the way that it better keeps memories that are associated with some completed actions. Together with ORBI fund, we came up with an entertaining and effective way to tell everyone about three stroke symptoms. We didn’t want to bore anyone with information, and created a learning experience where people could get this vital information while enjoying their free time.

Describe the success of the promotion with both client and consumer including some quantifiable results

During the first weekend we gave away about 2000 drinks directly to the people. The event became popular, and we instantly got invitations from other parks and food festivals. Our Facebook posts were seen by about 15 000 people, and Instagram reach was even bigger – almost 100 000 people after just several events. PR reach was about 40 mln. contacts that brought us 6 mln. rubles PR value. All these results were reached without any media investments. We still don’t stop and plan to take part in other events.

Explain why the method of promotion was most relevant to the product or service

There are three signs to tell a stroke: a person says his name, raises a hand and smiles. If he has one of these symptoms – you have to call for emergency right away. According to ORBI fund experience, people who didn’t come across such a thing as a stroke fail to remember this vital info. Each person’s memory is structured in a way that remembers things better that you actually experienced it yourself. We built a special booth with free drinks. The glasses were signed with a person’s name, the shelf, where we placed the drink, was lifted unnaturally high, and each drink costed one smile. It turned out that without even noticing it, people learned the three signs of a stroke.