Grand Prix

Case Film

Presentation Image

Product/ServiceWWF RUSSIA
Category A06. Not-for-profit / Charity / Government
Media Placement YANDEX.MUSIC Moscow, RUSSIA
Additional Company UNIVERSAL MUSIC Moscow, RUSSIA
Name Company Position
Alexey Fedorov BBDO Moscow Executive Creative Director
Natalia Tsyganova BBDO Moscow Managing Director
Alexey Litovka BBDO Moscow Art-director
Petr Martyuk BBDO Moscow Copywriter
Alexandr Kuznetsov BBDO Moscow Client Services Director
Anastasia Vikulina BBDO Moscow Account Director
Valentina Zubareva BBDO Moscow Account Manager
Meri Asatiani BBDO Moscow Producer
Yuriy Marin BBDO Moscow Head of Production
Denis Bykov BBDO Moscow Digital Creator
Alexey Shevchenko BBDO Moscow Senior TV Studio manager
Elena Novoseltseva BBDO Moscow Digital Producer
Maria Penkova BBDO Moscow Producer Assistant
Andrey Dovzhik Yandex.Music Marketing grouphead
Dmitry Konnov Universal Music Russia General Director
Kristina Lugovenko WWF Russia Senior project manager
Marina Seryakova WWF Russia Senior project manage
Nikita Starun Yandex.Music Brand Manager
Irina Vorobieva WWF Russia Head of corporate fundraising
Alexey Zhuravlev Universal Music Russia Celebrity Manager


Primarily WWF Russia activities are funded by private donations. But charity in Russia is still at the initial stage. People seldom donate for charity and even more seldom for environmental charity. More than 50% of Russians have never made donations for any charity, more than 80% do not donate for environmental causes because it is not part of the Russian mass culture yet, the majority still believes that this should be rather done by the State. Those who have donated were often doing it on an impulse, donating to buzz- cause of the moment. But scarce one-off donations could not be sufficient for solving such problem as saving endangered birds from extinction. WWF needed a constant inflow of funds intersective of the media interest and social buzz. This was extremely challenging as only 2% of donors used automatic subscriptions for regular monthly donations.

Describe the creative idea (30% of vote)

To create a sustainable revenue stream WWF, Yandex.Music and Universal music transferred the streaming model to the charity. We turned birdsongs of endangered species into music samples and made them available to artists for free, on condition that all proceeds go to fund bird protection. It became the basis for our record label Birds Records.

Describe the strategy (20% of vote)

Our financial model borrowed from the musical streaming totally changed the fund-rising experience for charity. We managed to ensure the constant flow of funds to WWF irrespective of which ecological problem currently takes the attention of media and society. Moreover, saving numerous species of birds from extinction did not require any behavioural change from people. They just have to continue doing what they love to do – listen to the music.

Describe the execution (20% of vote)

With the help of the Birds Protection Union, we recorded the birdsong of endangered species and made music samples out of them. All samples are free for musicians, given that all the money earned from streaming goes to the WWF to protect birds. This became the foundation of the Birds Records music label. We launched Birds Records with the track “Dich” from popular musician Ivan Dorn. It burst into the charts and went viral on YouTube soon after release, making our label the most discussed in the press and social media. Russia’s most popular late-night show dedicated a whole segment to Birds Records. After this initial success we received more than 500 tracks from popular and upcoming artists – they use bird’s samples and share singles by streaming platform. The best was released as the second album. Streaming revenue from the album also generates money for birds via WWF.

List the results (30% of vote)

We changed the donation model to simply clicking the “play”. Our solution provided WWF with a stable income to protect birds while people listen to music. Such positive experience opens new prospects for charity globally as our financial fundraising model is applicable to many sectors. Birds Records became one of the most successful campaigns of WWF Russia and already increased donations by 65% in comparison to previous birds’ project. The money collected is used for restoring the habitat of Far Eastern storks. First stage (12.2019 – 03.2020) • ‘Dich’ released • 2 mln. contacts of PR coverage • +73% WWF website traffic increase. • 1.2 million views on YouTube; 1 mln of listenings on platforms • 1 mln rubles donation Second stage (04.2020 – 04.2021) • The second single ‘Birds’ released • 2 mln views on YouTube; 1,3 mln listenings on platforms • 1,26 mln rubles donation flow