| Title | PUP SYNDROME |
| Brand | MARS |
| Product/Service | PETCARE/ PUBLIC AWARENESS MESSAGE |
| Category |
B01. Corporate Communication & Reputation Management |
|
Entrant
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BBDO RUSSIA GROUP Moscow, RUSSIA
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Idea Creation
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BBDO RUSSIA GROUP Moscow, RUSSIA
|
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Media Placement
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BBDO RUSSIA GROUP Moscow, RUSSIA
|
|
PR
|
BBDO RUSSIA GROUP Moscow, RUSSIA
|
|
Production
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BBDO RUSSIA GROUP Moscow, RUSSIA
|
Credits
| Natalia Tsyganova |
BBDO Russia Group |
Managing Director |
| Alexey Fedorov |
BBDO Russia Group |
Creative Director |
| Ekaterina Savrasova |
BBDO Russia Group |
Creative Group Head |
| Natalia Sytnik |
BBDO Russia Group |
Senior Copywriter |
| Victor Gribanov |
BBDO Russia Group |
Digital Creative Group Head |
| Yuriy Marin |
BBDO Russia Group |
Senior Digital Producer |
| Boris Anisonyan |
BBDO Russia Group |
TV Production Director |
| Yana Ageeva |
BBDO Russia Group |
Senior Producer |
| Anna Chernaya |
BBDO Russia Group |
Junior Producer |
| Dmitriy Rubezhov |
BBDO Russia Group |
Music Producer |
| Kirill Kulygin |
BBDO Russia Group |
Director TV Production Studio |
| Andrey Belov |
BBDO Russia Group |
Senior TV studio manager |
| Elena Vorobyova |
BBDO Russia Group |
Group Account Director |
| Natalya Dzhafarova |
BBDO Russia Group |
Account Director |
| Anastasia Babuchenko |
BBDO Russia Group |
Account Supervisor |
| Taisia Reshetnikova |
Bureau Working Title |
Director |
| Alexandra Ivanova |
Bureau Working Title |
DOP |
| Elena Vlasova |
Bureau Working Title |
Executive producer |
| Tatyana Finaeva |
Bureau Working Title |
Line producer |
| Ruslana Osmanova |
Bureau Working Title |
Production designer |
| Kirill Khandurin |
Bureau Working Title |
Editor |
| Oleg Karpachev |
Bureau Working Title |
Music composer |
| Viacheslav Tikhomirov |
PR Agency Mint (BBDO Group) |
Managing Director |
| Anastasiya Pogorelova |
PR Agency Mint (BBDO Group) |
Client Services Director |
| Kseniya Kuznetsova |
PR Agency Mint (BBDO Group) |
Senior Project Manager |
| Maria Kirienko |
PR Agency Mint (BBDO Group) |
Project Manager |
| Sergey Kesoyan |
Mars Russia |
Portfolio Director, Dog Care MARS Petcare Russia |
| Maria Suchkova |
Mars Russia |
Senior Brand Manager Pedigree, Marketing MARS Petcare |
| Irina Menshenina |
The charitable fund “DownsideUp” |
Development Director |
| Yulia Goncharova |
The charitable fund “DownsideUp” |
Project Manager |
The Campaign
During research we found shocking statistics:
Employers in Russia don’t hire people with Down syndrome.
ONLY 4 are officially employed in a country of 146 000 000 people.
Russian society doesn’t believe people with Down syndrome can work.
As a result adults with Down syndrome have no chance to live a full life.
Also we found out there is PLENTY OF WORK at any pet hotel. Being away from their owners, dogs always need extra care and attention. And most importantly, dogs don’t notice disabilities and accept everyone the way they are.
We had an IDEA to inspire a real pet hotel to hire people with Down syndrome.
In partnership with DownsideUp charitable foundation we found 5 young people with Down syndrome willing to work and inspired a real dog hotel “Hors” to hire them for 3 months. During research we found shocking statistics:
Employers in Russia don’t hire people with Down
Execution
We created a unique social experiment and filmed it throughout its length. This is how “pUp syndrome” film came into being. It tells an inspiring story about the gradual progress of 5 young people with Down syndrome working in dog hotel “Hors” alongside dogs. The film shows that unlike Russian employers, dogs don’t see a disability and accept the young employees just as they are.
The story flow is built on interviews of the project participants: psychologists, mothers, dog hotel staff. During the project it became clear to everyone that the dogs’ kind nature helped the guys open up and reveal their professional potential.
The film spotlights the conclusion: people with Down syndrome deserve to be employed.
It was launched on Russian YouTube on World Down Syndrome Day and supported by a widescale PR campaign.
DownsideUp Charitable foundation confirms numerous calls from potential employers who offer to hire a person with Down syndrome to work in the office/in a café/in trade.
Seeing the demand DownsideUp opened a new department of professional adaptation for people with Down syndrome.
Mars company committed to employ 4 people with Down syndrome in a new dog centre in Ulyanovsk region, which will open in 2017.
The project officially became the First Professional Adaptation Programme for people with Down syndrome in Russia.
On YouTube “pUp syndrome” film got 7 250 000 views at Average View Duration of 2,5 minutes.
The project was covered twice by national TV at prime time and other national and regional media including TV, radio and social, which brought $ 1 117 778 USD of earned media. Total views of the film reached 24 000 000. The campaign brought 201 610 504 media impressions.
The Situation
In 2015 “Feed The Good” marked Pedigree’s first global campaign in years. To amplify it locally in Russia we had to start a fresh engaging conversation with the audience by inspiring them with a real life example of how dogs make the world better.
“pUp syndrome” campaign was aimed at destroying a massive social stereotype – Russians believe that people with Down syndrome can’t work. To prove them wrong we created a unique social experiment. We inspired a real dog hotel “Hors” to hire 5 young people with Down Syndrome to work for 3 months alongside dogs - who accept
The Strategy
The main target audience for this film was any person who liked dogs, as we aimed to win the hearts of a broad audience by inspiring them with a real life example of how dogs make the world better. The key objective was to build respect towards Pedigree® as a culturally valuable and socially responsible brand in Russia, building a brand perception which goes far beyond a simple bag of dog food. Our goal was to stand out in our local petcare category.
We launched the campaign on World Down syndrome day by placing a masthead banner and uploading the film on YouTube. The same day a PR press event was organized. Journalists and a celebrity ambassador started the initial discussion. The film was added to YouTube trueview and seeded in popular social networks. Given the content and its emotional force it was shared by bloggers and celebrities.