BREAKING POINT

ClientCHILDREN AND YOUTH REHABILITATION CENTER FOR VISUAL ARTS 'FOTO CH’
Category C05. Social Influencer Communication & Amplification
TitleBREAKING POINT
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.

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 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 is like, for example, to hold camera in hand while having strong hand tremor. The project was supported by famous actors, cinema critics and photographers. We invited bloggers and journalists at the interactive exposition opening and showed them a film about our heroes, that later was broadcasted on federal channels and online.

Mentioning of “FotoCh” in media increased by 1976% Total audience: 59 518 000 people (OTS) PR Value: 1 428 571, 53 USD Media impressions: 415 107 774 But most importantly, we proved to the society that there are no people with limited possibilities.

The Situation

We created PR campaign with children-orphans and children with disabilities from charity foundation «FotoCh». In Russia it’s a norm not to look at their problems concerning social and cultural rehabilitation. The task of PR campaign is to alter the attitude to people with special needs. They went to the incredible expeditions, amazing photographs made during it, were presented to the journalists and audience at the interactive expositions in the centre of Moscow. The project was supported by famous actors, cinema critics and photographers. A documentary film about the expedition was broadcasted for free on federal TV-channels and in online media.

The Strategy

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. They are active users of social networks who are familiar with Internet shopping and read news online. Our project was also targeted at state institutions, capable of supporting «FotoCh». We organized exhibitions about the project in the center of Moscow and in the major city parks. We invited journalists, bloggers and celebrities to support our project. We made a film about expedition and showed it at the exhibition opening. Then, it was also broadcasted on federal channels and in online media channels.