RED CROSS: NEVER ENDING WAITING
Title | RED CROSS: NEVER ENDING WAITING |
Brand | THE INTERNATIONAL COMMITTEE OF THE RED CROSS (ICRC) |
Product/Service | SOCIAL |
Category |
A12. Not-for-profit / Charity / Government |
Entrant
|
SAATCHI & SAATCHI UKRAINE Kiev, UKRAINE
|
Idea Creation
|
SAATCHI & SAATCHI UKRAINE Kiev, UKRAINE
|
PR
|
SAATCHI & SAATCHI UKRAINE Kiev, UKRAINE
|
Credits
Kosta Schneider |
Saatchi&Saatchi Ukraine |
Creative Director |
Yana Tymko |
Saatchi&Saatchi Ukraine |
Copywriter |
Illya Bondar |
Saatchi&Saatchi Ukraine |
Art Director |
Tatiana Slivko |
Saatchi&Saatchi Ukraine |
Client Service |
Daryna Vladimirova |
Saatchi&Saatchi Ukraine |
PR Manager |
Why is this work relevant for PR?
Without any money, we draw huge attention to the problem of missing people and don't let it lost in tonnes of information again.
Background
Russian Federation invaded Ukraine in 2014. Hundreds of Ukrainian civilians went missing since that time. Time passed and media lost interest what mean: Chances to find missing people have been fading away.
Describe the creative idea
We showed the FEELING of people who don't stop waiting for their relatives. They emotionally "frozen" at the moment of waiting. Maybe forever.
Describe the strategy
To return media awareness we made an Installation of the waiting people in the hall of Kiev Central Railway Station. Place where the moment of the meeting is most exciting.
Describe the execution
We made a prototype of real people and told their real stories to Railway station visitors.
List the results
8 minutes in prime time news on 5 TV channels, including TOP Ukrainian news channels: 1+1 and 5 channel. Just in 2 days: more than 50 publications and about 49 000 000 impressions in digital and social media.
And the maximum involvement from the visitors of the Central Kiev railway station. The problem of people missing in the war zone was put back on the agenda of media, government, and society. The most important, we gave support to the relatives, who are still waiting.