Title | DISAPPEARING STORIES |
Brand | ENJOYABLE AGEING CHARITY FOUNDATION |
Product/Service | VOLUNTEER PROGRAM |
Category |
C01. Use of Social / Digital Platforms |
Entrant
|
MOZGA STUDIO Moscow, RUSSIA
|
Idea Creation
|
MOZGA STUDIO Moscow, RUSSIA
|
Media Placement
|
MOZGA STUDIO Moscow, RUSSIA
|
PR
|
MOZGA STUDIO Moscow, RUSSIA
|
Production
|
MOZGA STUDIO Moscow, RUSSIA
|
Post Production
|
MOZGA STUDIO Moscow, RUSSIA
|
Credits
Oleg Ageychev |
Mozga Studio |
Creative Officer, Director, Screenwriter, Producer |
Anastasiia Ageycheva |
Mozga Studio |
Account Executive |
Dmitry Bagin |
Mozga Studio |
Cinematographer |
Sergey Baskoev |
Mozga Studio |
Cinematographer |
Gavriil Biryulin |
Mozga Studio |
Sound Design Arrangement |
Andrew Bushmin |
Mozga Studio |
Colorist |
Alexander Chumachenko |
Mozga Studio |
Art Director |
Daniil Dymshits |
Mozga Studio |
PR Director |
Tatyana Ernezaks |
Mozga Studio |
Executive Producer, Editor |
Alyona Fedotova |
Mozga Studio |
PR Manager |
Alexander Gornovsky |
Mozga Studio |
Director |
Ludmila Gritsay |
Mozga Studio |
SMM manager |
Ivan Gusakov |
Mozga Studio |
Sound Design Arrangement |
Yurii Khomovskyi |
Mozga Studio |
Motion Designer |
Alexander Kojarskiy |
Mozga Studio |
Sound Engineer |
Kirill Morozov |
Mozga Studio |
Sound Engineer |
Alexander Muratovsky |
Mozga Studio |
Composer |
Ksenia Rogozhkina |
Mozga Studio |
Production Designer |
Alfiya Shakirzyanova |
Mozga Studio |
Executive Producer |
Andrew Ushakov |
Mozga Studio |
Creative officer |
Darya Ushakova |
Mozga Studio |
Copywriter |
Why is this work relevant for Direct?
We used an unconventional medium – Instagram stories – to both reach our target audience and convey our message at the same time. The unique feature of the stories’ format is that they disappear after 24 hours. In the same way, elderly people in senior homes are slowly disappearing without our attention – but we can restore their will to live if we just notice them. This parallel between the medium and the idea was only possible because Instagram stories were used, and it couldn’t have worked with a different medium.
Background
Millions of senior citizens in nursing homes live in oblivion. They need our attention to sustain their will to live. But young people are just not interested in them.
Enjoyable Ageing Charity Foundation briefed us to create a powerful social-focused campaign. Its main goal was to raise awareness among the younger generation about the problem of forgotten elderly people and draw attention back to them. We had to find a way to interest them and motivate them to take action – share the information about the problem, or become the fund’s volunteers and donate their time to nursing home residents, thus bringing back their will to live.
Our objectives were:
• to raise awareness of the problem (KPIs: number of campaign impressions, shares, reposts, comments);
• to increase the number of charity fund volunteers (KPIs: number of new volunteers).
Describe the creative idea (30% of vote)
We knew that it was difficult to get the attention of a young audience: they perceived elderly people in nursing homes as irrelevant and insignificant. To them, the older generation was a write-off, they couldn’t possibly have anything valuable to offer, and overall were a waste of time. That is if they gave senior citizens any thought at all.
We also knew that there was something that young viewers were willing to spend an infinite amount of time on: social media. So we decided to tell the stories of elderly people in a way that’s relevant to them – by using Instagram as a medium.
Thus, we came up with “Disappearing stories”: a miniseries based on real-life tales of the senior citizens, created in the format of Instagram stories. Each episode disappeared after 24 hours – just like the lives of residents at nursery homes melt away without our attention.
Describe the strategy (20% of vote)
• Target audience
Young people, 18-30 years old, active on social media and open to the idea of volunteering & helping the less fortunate.
• Media planning
The core of the idea was in the transience of life and how dependent it is on other people’s interest – older people crave attention, and when they don’t get it, they gradually lose their will to live and wither away. The 24-hr life span of Instagram stories was the perfect medium to illustrate this concept.
• Approach
We posted 9 videos as separate Instagram stories, each telling a tale from the life of one of the senior residents of nursing homes. The videos carried a powerful message and invited viewers to share the stories to keep them “alive”, and further sign up as volunteers in nursing homes. Unless shared, the stories disappeared forever, just like elderly people do.
Describe the execution (20% of vote)
• Implementation
Each episode, posted as separate Instagram stories, told a tale from the life of one of the nursing homes’ residents. To recreate these memories, we went through thorough preparation with heroes, search for complex objects, historic consultants, props, costumed extras – and filmed it in native Instagram vertical format. We took into account Instagram’s video slicing algorithm and made sure that shot by shot breakdown allowed viewers to grasp the full story even if they clicked through parts of the video.
• Media channels integration
Instagram stories were the main channel, with each story linking to the project website. There we explained the problem in detail, hosted the videos, and invited users to take action: spread the word by sharing videos – or sign up to volunteer for the foundation.
• Timeline & scale
This was a nationwide project that became worldwide with international web series awards
List the results (30% of vote)
• Business results:
+600% or 7x increase in new “Enjoyable Ageing Charity Foundation" volunteers
• Outcomes/awareness:
- 12.5 million video views, out of which 80% watched episodes till the end
- reached 38.5 million users
- 50 celebrity shares
- over 20 web series festivals and awards