Title	THE SOUND OF INDIFFERENCE
Brand	SELF PROMOTION
Product/Service	BLADED WEAPONS ACCESSIBILITY AWARENESS
Category	B02. Breakthrough on a Budget
Entrant	WATERGUNZ Tbilisi, GEORGIA
Idea Creation	WATERGUNZ Tbilisi, GEORGIA
PR	WATERGUNZ Tbilisi, GEORGIA
Production	ENKENY FILMS Tbilisi, GEORGIA

Name	Company	Position
Bacho Meburishvili	watergunz	Chief Creative Officer
Matassi Sulakauri	watergunz	Art Director
Toy Rua Toidze	watergunz	Creative
Elene Gugushvili	watergunz	Strategist
Mariam Mikelashvili	watergunz	Strategist
Niko Ksnelashvili	watergunz	Creative
Vano Kuparadze	watergunz	Creative
Zura Jijiashvili	watergunz	Creative
Akaki Kapanadze	watergunz	CG Artist
Sophie Popiashvili	watergunz	Digital Strategist
Tatia Jikia	watergunz	Account Manager
Nini Dvalishvili	watergunz	Project Manager
Dato Borchkhadze	Enkeny Films	Director
Omar Gelashvili	Enkeny Films	DOP
Tornike Karchkhadze	Freelance	Sound Composer
Sopho Orjonikidze	watergunz	Producer

Summary

In Georgia, the Law prohibits selling bladed weapons to under-age children, but the Law is not fulfilled. We needed to raise awareness about this problem among society and the Government. The campaign consisted of the viral video, followed by the petition link, demanding imposing strict laws. Afterwards, we put the instruments (main material of the campaign) on the main avenue of Tbilisi in front of one of the oldest and biggest schools, where people directly signed the petition and experienced the “sound of indifference”. For the first time in Georgia, a social problem was communicated by creative agency’s independent will. The violence rate among Georgian teenagers is getting considerably high year by year. This is encouraged by bladed weapons being easily accessible to everyone, due to low selling prices and widespread distribution in urban areas. In Tbilisi, there are about 50 shops situated in places where the traffic of school-aged children is the highest. The campaign had two objectives: 1. Raising awareness about the accessibility of bladed weapons. 2. Forcing the Government to make changes to the Law - making bladed weapons accessible only in specialized stores and prohibiting selling them to the under-aged. We believe in the force of creativity and in order to send an alarming wake-up call to the society and the Government, we managed to create the sound of indifference. Every citizen of Tbilisi walks past the points that sell bladed weapons with absolutely no reaction. In the same way, we pay no attention to the song, popular among many generations and still being taught in kindergartens. The song, with cheerful and jingly melody and lyrics teach us: “if somebody says something bad about you, let his heart be torn by knife”. By connecting these two points (crime and song lyrics), which vividly presents the inactivity of our society and Government, we showed people how their apathy sounds. So,we highlighted the inactivity of our society and the Government, by connecting these two points (crime and song lyrics) and for the first time, made everyone hear the voices of their indifference. The campaign earned 100% free media - all the mainstream media channels, including TV and digital broadcasters, covered the campaign. Thousands of Georgians (including dozens of influencers) signed the petition and shared the campaign video on their social media accounts, encouraging people to step up and sign up for the change. Within the first 2 days of the campaign, the Government officials contacted the agency and discussed the topic, promising coherent changes to the law. The major Georgian brands joined the initiative by signing the petition and demonstrating their support on their Facebook pages. The hearts of more than a million people have been touched, making them to mirror their indifference. And most importantly, three months after launching campaign, the Prime Minister of Georgia publicly announced that after the request from civil society, (meaning our campaign), the Government will soon adopt a new Law on selling bladed weapons in the streets of Georgia.