RED CROSS: NEVER ENDING WAITING

ClientTHE INTERNATIONAL COMMITTEE OF THE RED CROSS (ICRC)
Category A12. Not-for-profit / Charity / Government
TitleRED CROSS: NEVER ENDING WAITING
Product/ServiceSOCIAL
Entrant SAATCHI & SAATCHI UKRAINE Kiev, UKRAINE
Idea Creation SAATCHI & SAATCHI UKRAINE Kiev, UKRAINE
PR SAATCHI & SAATCHI UKRAINE Kiev, UKRAINE
Credits
Name Company Position
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.