| Title | READ TO ME |
| Brand | CHANGE ONE LIFE (CHARITABLE FOUNDATION) |
| Product/Service | ONLINE CHANNELS WITH AUDIO BOOKS COLLECTION FOR ORPHANS AND OTHER KIDS |
| Category |
C02. Use of Social in a PR campaign |
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Entrant
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Y&R Moscow, RUSSIA
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Idea Creation
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Y&R Moscow, RUSSIA
|
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Production
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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
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A.ZVUKA Moscow, RUSSIA
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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.
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.
The Situation
By reaching out to orphan kids – beneficiaries of this campaign – and asking them to get vocal about things that are important to them, we have managed to create a body of celebrities’ endorsements which are deeply personal and emotionally engaging for the audience.
We broadcast celebrities endorsements through online video platforms delivering them as ‘watching and listening’ experiences – which are highly informative on the orphan kids’ situation but also rewarding enough to stimulate repeated viewings and to help maximize amount of public attention drawn to the campaign and the issues it is tackling.
The Strategy
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.