BREAKING POINT

TitleBREAKING POINT
BrandCHILDREN AND YOUTH REHABILITATION CENTER FOR VISUAL ARTS 'FOTO CH’
Category A11. Charities & Non-profit
Product/ServiceCHILDREN AND YOUTH REHABILITATION CENTER FOR VISUAL ARTS 'FOTO CH’
Entrant E:MG Moscow, RUSSIA
Idea Creation E:MG Moscow, RUSSIA
Media Placement DPG Moscow, RUSSIA
PR DPG Moscow, RUSSIA
Production E:MG Moscow, RUSSIA
Credits
Name Company Position
Anton Melnikov e:mg Partner: creative & strategy
Maxim Kolyshev e:mg Chief Creative Officer
Tatyana Tarmogina e:mg Managing Director
Lidia Veres e:mg Art Director
Lubov Esayan e:mg Copywriter
Eugenia Raeva e:mg Client Service Director
Nadezhda Sokolova e:mg Account Manager
Ekaterina Anninskaya e:mg PR Director
Alena Kvartnik e:mg SMM manager
Alena Kremer DPG Managing Partner
Nikolay Zhuravlev DPG Account Director
Rudolf Balasanov DPG Project Manager
Lilit Grigoryan DPG Event Manager
Andrey Kamenev National Geographic Russia Chief Photographer
Grigoriy Bulkot e:mg Cameraman
Dmitriy Khrustalev e:mg Operator of the copter
Serafim Salnikov e:mg Film editor, Color corrector
Oleg Litvishko e:mg Composer
Eugeniy Pankratov e:mg Sound Producer

The Campaign

We believe there are no people with limited possibilities. There are people with unlimited talent.

Creative Execution

9 teenagers went to expeditions: they climbed the mountains of Caucasus and went through ice of Lake Baikal. They lived in severe north conditions, moved along the ice desert, balanced on the edge of the rock. During the expedition, participants have made amazing photos, that were presented at the interactive expositions in the center of Moscow and in the major city parks. With the help of interactive installations, visitors had an opportunity to stand in the photographer’s shoes and to try making similar photos of wild nature, taken far from any civilization. The installations demonstrated what it was like, for example, to hold a camera in hand while having strong hand tremor. The project was supported by famous actors, cinema critics and photographers. At the opening of the interactive exposition we have also shown a film about our heroes. And later it was broadcasted on federal channels and online.

Results

Number of journalists, bloggers and media persons: 182 Number of publications: 494 Mentioning of «FotoCh» in media increased by 1976% Media impressions: 415 107 774 PR value: 1 428 571, 53 $ Total audience: 59 518 000 The photo expositions in the Schusev State Museum, ‘Gorky Park’, food market ‘Gastroferma’ and Center for Contemporary Art ‘Vinzavod’ But most importantly, we proved to the society that there are no people with limited possibilities.

We created unique project: photo expeditions with children-orphans and children with disabilities. In Russia it’s normal not to look at their problems with social &cultural rehabilitation. Photographs made during the expedition have been presented at interactive exhibitions in leading museums and popular city places. We offered visitors to not only look at fabulous pictures of wild nature, but to have a chance to stand in photographer's shoes. We directly influenced ongoing consumer behavior via special installations, by means of that every visitor could feel what it was like, for example, to hold camera in hand while having strong hand tremor.

To alter the attitude of society to people with special needs and to prove that there are no «limited» possibilities, we addressed our target audience: men and women over 25 years old who are interested in art, visit museums, parks, like active leisure. Our project was also targeted at state institutions, capable of supporting «FotoCh». Photos that participants have made during the expedition were presented at the expositions in the most popular city places. We offered visitors not only to look at fabulous pictures of wild nature, but to have a chance to stand in photographer's shoes.