Title	PROJECT911
Brand	NON-PROFIT PROJECT
Product/Service	THE ‘PROJECT911’ — AN INTERACTIVE EDUCATIONAL MULTI-PLATFORM FOR WOMEN, ALLOWING
Category	F03. Single Market Campaign
Entrant	ROOM485 MOSCOW, RUSSIA
Idea Creation	ROOM485 MOSCOW, RUSSIA
PR	RCG Moscow, RUSSIA
Production	ROOM485 MOSCOW, RUSSIA
Additional Company	REDME Moscow, RUSSIA

Name	Company	Position
Elena Kalinina	ROOM485	Managing Creative Director
Svyatoslav Lavrov	ROOM485	Creative Group Head
Maksim Skovorodnikov	ROOM485	Head of Arts
Eugenya Baeva	ROOM485	Art Director
Denis Kozhukov	ROOM485	Web Designer
Alexander Maximenko	ROOM485	Technical Director
Olga Sharypova	ROOM485	Senior Account Manager
Lyudmila Zonkhoeva	RCG	Senior PR Manager
Katerina Stepkova	ROOM485	Senior Account Manager
Olga Sharatuta	RedMe	Executive Director
Irina Shanaeva	RedMe	Account Manager
Oksana Gorshkova	ROOM485	Digital Account Manager
Sergey Chikiris	ROOM485	Video Producer
Maxim Musatov	ROOM485	Video Editor
Ksenia Torlopova	ROOM485	Traffic Manager Assistant

Why is this work relevant for PR?

PR instruments such as: special web-site, social media post, articles at the leading Russian media publishers, widespread petition - allows our agency to reach a high level of project cover, the purpose of which is to inform and change the attitude to the problem.

Background

According to The Russian Public Opinion Research Center (VCIOM) in 2017: 1. The idea of ‘decriminalizing’ beatings in the family was supported by 59% of Russians. 2. 19% of citizens consider it acceptable in some cases to raise a hand against a wife, husband or child. People do not realize the real scale of the problem, as well as the systematic nature of domestic violence and its development from emotional to physical. And remain indifferent to that topic or embarrassed to talk about it, as it is not accepted. Moreover, there are saying in Russian culture: ‘beats mean love’. That way people justify the actions of the abuzer. By this project we wanted to change the social attitude to the problem of domestic violence against women, reducing the degree of indifference and to promote the adoption of a law for domestic violence prevention.

Describe the creative idea (20% of vote)

People do not realize the scale of the problem, as well as the systematic nature of domestic violence and its development from emotional to physical. And remain indifferent to that topic. In order to stop it and improve the situation in our country, we introduced the 'Project911' – an interactive informational multi-platform for women, allowing people to find out about the problem, prevent it or get real help. The title ‘Game116’ is a reference to the number of the aforementioned article of the Criminal Code. ‘116’ also converts to the '911' emergency service number if turned. Project911 combines the following sections: • Film Game116 created on the real stories; • News Aggregator related to the domestic violence; • A test that helps women assess their attitudes at risk of violence; • A link to sign the petition to pass a law against violence; • Contacts of NGOs and crisis centers.

Describe the PR strategy (30% of vote)

The project started in Russia in the period of an international campaign ‘16 Days of Activism Against Gender-Based Violence’ to challenge violence against women and girls. Target audience: young people aged 18 to 35 who have never encountered the problem of domestic violence and cannot realize its real scale. Firstly, we posted teaser videos (50 personalized animated pictures with real faces of our employees, in which becoming signs of beatings). People made these posts and wrote about their stories or showed their indifference to the problem, attracting the attention to the project from their networks. Secondly, there was an official launch of the interactive multi-platform for women ‘PROJECT911’ in mass media. The news about the launch of the project was supported by leading news agencies and specialized media, opinion leaders and celebrities. In 1 week about project has wrote more than 80 leading and popular media in Russia.

Describe the PR execution (20% of vote)

Project911 is a non-profit social project, all expenses are covered by the advertising agency. Moreover, several specialized non-commercial organizations participated in different stages of the Project911 creation: the Moscow Crisis Center for Women ‘ANNA’, the ‘Nasiliu.net’ (‘No to the violence’) Center, Project W, the Sisters Center that helps sexual assault survivors and the Kitezh Women's Crisis Center.

List the results (30% of vote)

100 103 game experiences executed; 830 243 signed the petition; 91 publications in Russian Mass Media; 809 670 873 OTS.

Please tell us how you designed / adapted your campaign for the single country / region / market where it aired.

Our project is local, aimed at residents of the country. We used the national cultural code and took a common saying that formed the basis of the hashtag. We also worked mainly with the Russian media.