THE CONSCIOUS CHOICE

ClientNEARMEDIC PLUS
Category A09. Corporate Social Responsibility
TitleTHE CONSCIOUS CHOICE
Product/ServiceKAGOCEL
Entrant MEDIA STARS DIGITAL GROUP Moscow, RUSSIA
Idea Creation MEDIA STARS DIGITAL GROUP Moscow, RUSSIA
Media Placement MEDIA STARS DIGITAL GROUP Moscow, RUSSIA
PR MEDIA STARS DIGITAL GROUP Moscow, RUSSIA
Production MEDIA STARS DIGITAL GROUP Moscow, RUSSIA
Additional Company NEARMEDIC PLUS Moscow, RUSSIA
Credits
Name Company Position
Ekaterina Grinchishina MEDIA STARS Digital Group CEO
Konstantin Nazarov MEDIA STARS Digital Group Creative Director
Alena Klippenstein MEDIA STARS Digital Group Creator
Anna Diyanova MEDIA STARS Digital Group Group Head of Content Production
Alexander Budanov MEDIA STARS Digital Group Account Group Head
Alexandra Grishina MEDIA STARS Digital Group Group Head of SMM and Special Projects
Ekaterina Ovseychuk MEDIA STARS Digital Group Media Director
Igor Tairov MEDIA STARS Digital Group Head of Targeted Advertising
Mikhail Dobrodeev MEDIA STARS Digital Group Designer
Fyodor Bogdanovsky MEDIA STARS Digital Group PR Manager
Anna Dakhina Nearmedic Plus Product Manager
Arkady Ivanchenko Nearmedic Plus Marketing Director
Victor Gorbachev Freelancer Video Production
Maxim Tomash Freelancer Director Of Photography
Mikhail Khursevich Freelancer First Cameraman
Evgeniya Afanaseva Freelancer Producer

The Campaign

The Conscious Choice Project was created with the support of the brand Kagocel. It is a project about people, that, disregarding their age, criticism and difficulties, followed their calling. They became the heroes of video clips to inspire those who have not made this choice yet. First, we are trying to attract young people who can relate to the problem of choice, criticism and lack of faith from others. We launched an extensive flash mob across the network, urging everyone who ever faced this problem to share their story with the hashtag #osoznannyvybor (conscious choice). Thanks to the unique hashtag, each story appears on a specialized website. Everyone gains experience and gets support from those who succeeded. Leaders of public opinion and celebrities also joined the project, they became so-called project ambassadors and raised the important topic amongst millions of their followers, by sharing their personal stories.

Creative Execution

We were inspired by the stories of mounted policeman Darya (22 y/o), rescuer-diver Oksana (43 y/o) and neurosurgeon Vitaly (42 y/o) and made them the protagonists of the whole project. Our film crew spent a day with each one – in a crowd of fans at a football match, on a rescue mission of the Ministry of Emergency Situations, in the operations room at a neurological center. Three 3-minute videos were prepared. The project was promoted on the most popular social networks in Russia (Instagram, Vkontakte, Facebook, OK.ru) and on YouTube with tools of media and targeted advertising. Popular bloggers shared their stories under #osoznannyvybor hashtag (conscious choice), including biathlon world champion Anton Shipulin, laureate of the song contest "Eurovision" Polina Gagarina and others. Popular sports and entertainment resources Sports.ru, Championat.com, 7days.ru, Pikabu.ru, Yaplakal.ru, Fishki.net and others, talked about the project.

Thanks to the publication of opinion leaders, the project reached more than 3 million, with 1 million active users (taking into account likes, reposts and comments). the overall reach in social networks was over 32 million people. Video had more than 16 million views on different platforms (YouTube, VKontakte, Facebook, Instagram). Publications in the media provided 41 million contacts and collected 35,000 comments, reposts and likes. When promoting the video, advertising was targeted by age, sex and geographical location of users, primarily Moscow, St. Petersburg and the regions of the country with cities with over one million inhabitants. Today the project has covered a significant part of our target audience, which we aspired to, and the project continues. The main result - users wrote on social networks more than 2500 of their personal stories and experiences under the #osoznannyvybor hashtag, thus raising the issue on the Russian Internet.

Research confirms our insight. According to HeadHunter.ru - the largest career portal in Russia, 81% of working people think about changing their profession, but half of them are not ready to take such a decision. Particularly important is the choice of the "profession of dreams" amongst 18-25 and 26-34 years old. For the first, the main question is: "Who to be and how to fulfill myself the way I want, and not by the means of others?" For the second - "Is it too late for a change?" We focused on these two audiences (about 33 million people on the Russian Internet). More than 50% spend 1-5 hours a day on social networks. So, we concentrated on promoting clips about the heroes-inspirers of the project and the stories of opinion leaders in their blogs. The project was also covered by online publishers with millions of followers that value truthful content.