| Title | READ TO ME |
| Brand | CHANGE ONE LIFE (CHARITABLE FOUNDATION) |
| Product/Service | ONLINE CHANNELS WITH AUDIO BOOKS COLLECTION FOR ORPHANS AND OTHER KIDS |
| Category |
A12. Social Brand Experience |
|
Entrant
|
Y&R Moscow, RUSSIA
|
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Idea Creation
|
Y&R Moscow, RUSSIA
|
|
Production
|
AC PRODUCTION Moscow, RUSSIA
|
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Production 2
|
ADSERVICE Moscow, RUSSIA
|
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Production 3
|
ADSERVICE Moscow, RUSSIA
|
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Additional Company
|
A.ZVUKA Moscow, RUSSIA
|
Credits
| Federico Fanti |
Y&R Moscow |
Executive Creative Director |
| Marco Cremona |
Y&R Moscow |
Executive Creative Director |
| Luis Tauffer |
Y&R Moscow |
Executive Creative Director |
| Jaime Mandelbaum |
Y&R Europe |
Chief Creative Officer |
| Sergey Balabonin |
Y&R Moscow |
Creative Group Head |
| Kirill Novikov |
Y&R Moscow |
Senior Art Director |
| Tatiana Vasilieva |
Y&R Moscow |
Senior Art Director |
| Tatiana Bazhan |
Y&R Moscow |
Senior Copywriter |
| Anastasia Koroleva |
Y&R Moscow |
Account Director |
| Natalya Emelyanova |
Y&R Moscow |
Senior Account Manager |
| Irina Averina |
Y&R Moscow |
Designer |
| Roman Borisov |
Y&R Moscow |
DOP/ Designer |
| Inna Alperovich-Chikhladze |
Y&R Moscow |
Producer |
| Kirill Novikov |
- |
Director |
| Yan Yasinsky |
- |
DOP |
| Konstantin Maltsev |
Azvuka |
Composer |
| Yana Seredenko |
AdService |
Produser |
| Ilya Malov |
AdService |
Editor |
| Valentin Borisevich |
AdService |
Sound engineer |
| Anastasiy Mikhailov |
- |
Dop |
The Campaign
We asked orphan kids who they'd love to read them a story. They came up with names of sports stars, actors, singers and other famous celebrities. Then we approached these celebrities and shoot them while reading the requested stories.
This project has been so appreciated on a national level that virtually all of the celbrities eagerly responded to the kids’ reading requests.
The reading videos (along with the orphan's video requests and other filmed extra materials) gradually form an online video library of children books – freely available to everyone and ever growing on Read to me Channels on YouTube and OK, one of the biggest social networks in Russia, the equivalent of FB.
Creative Execution
With the help of the ‘Change One Life’ charitable foundation we have asked orphans all over Russia who they'd like to read them a fairy tale. Then we approached these celebrities and shoot them while reading the requested stories. We then published the requests and the reading videos on Russia’s 2 biggest social platforms.
Thanks to these platforms, we also started a process of monetization (for the first time in Russia it was used for a social project) that will constantly raise funds to make Russian orphans' lives better.
The ‘Read to me’ channels have more than 21 000 subscribers with very strong engagement (more than 239 497 views, 477 994 minutes of watching time and 20 000 feedbacks). Over 40 celebrities already donated their time and the fairy tales they read have been watched in 106 countries (the latest update) so far. Several children which participated in the project were adopted. This means that we are bringing warmth and happiness way beyond the Russian boarders.
With the help and inspiration from orphan kids we have managed to involve numerous Russia celebrities (including many ones from the enterainment industry) into our initiative.
These celebrities helped us to create campaign content which shows stars of a mass culture from a captivating angle – as regular people who are eagerly and generously sharing their time, their warmth, their heart and soul with orphan kids – while their stardom helps to attract mass attention to the orphan kids’ issues in a new and exciting way. The videos create an online library of children books – freely available to everyone.
It is crucial for the Foundation to raise massive awareness about its activities and attract potential adopting parents to their website.
Reading books to kids is a large emotional territory, which has allowed us to engage mass audiences in a positive way.
To reach wider audiences we have decided to employ two of the biggest social platforms in Russia – YouTube for its ability to attract and engage younger crowds and OK, Russia’s second biggest social network, and the one with the biggest number of members who are parents of pre-school and school kids.