Title	BIRDS RECORDS
Brand	WWF RUSSIA, YANDEX.MUSIC
Product/Service	WWF RUSSIA
Category	C01. Use of Radio & Audio as a Medium
Entrant	BBDO MOSCOW, RUSSIA
Idea Creation	BBDO MOSCOW, RUSSIA
Media Placement	YANDEX.MUSIC Moscow, RUSSIA
PR	BBDO MOSCOW, RUSSIA
Production	BBDO MOSCOW, RUSSIA
Additional Company	UNIVERSAL MUSIC Moscow, RUSSIA
Additional Company 2	BIRDS PROTECTION UNION OF RUSSIA 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

View Script

Write a short summary of what happens in the radio or audio work.

To create a sustainable revenue stream WWF, Yandex.Music and Universal music found Birds Records - the first non-profit music label transferred the streaming model to the charity. We turned birdsongs of endangered species into music samples that are free for musicians, but all streaming profits go to WWF to protect birds. This became the foundation of the Birds Records music label. We launched Birds Records with a track of musician Ivan Dorn. It burst into the charts and went viral on YouTube. Soon we got over 500 tracks from popular and upcoming artists – they used birds' samples and shared singles on streaming platform. Best were released as the second album. Streaming revenue from the singles generates money for birds via WWF. 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.

Translation. Provide a full English translation of any audio.

Look at him raising his head! Worried? The cuckoo’s counted His years, He hasn’t a lot. Scary-scary, Don’t worry! Raise your weapon! You, the one watching us fly into sunset, Now what? We make a stew Or a hand fan If we’re lucky. If we are You won’t make stew, You won’t get sued. How do we then punish you, Human? How do we do that? How do we do we do do do How do we punish you? You won’t fly high, You won’t dive head first. How do we punish you, Human? How do we? Our name is in the Red Book Written in black ink. Well, that gives you credit, savior, Decimating us. Even in the strongest nets, We stay free. Our name in the Red Book, Written in red blood, There to stay Stork, ring dove, swan, woodpecker, Small and eagle owl, ostrich, kiwi, Dotterel, kestrel, sandpiper, Oriole Wounded at the side — Blood. Pain below the wing. Pellet, probably. Wail, Can’t wail Loud enough To the flock in the sky. That I’m not coming. Take cover in shrubs, Stay here, they’re coming for me. Come what may, They’ll get me, Bite though me, As I utter My last cry. Taking wing got tough With poachers around. It’s got us, We get shot. Help us, Tell everyone About that. We are speaking Through Ivan. We’re so few, It’s so hard. Factories turning air and water to poison, Turning riverbanks to dumps. Barely any air to breathe left. And you’re still Making more black dots on your maps. You’re far beyond moral. You shoot, you cut, Homo Sapiens, Thinking Earth has nothing, Except you. Dear Earth, I’m writing on behalf of all feathered ones. We’re struggling, but so far, we still fly. The climate, this villain, Keeps pushing us out. Our folk took to feeding on garbage, Many got poisoned. Up there, it’s got stuffy. Some even folded wings. To the East, we are swallowed, To the West, we are interior decoration. People keep saying they’re worried about us, And we are all covered in oil to show we’re happy. That’s not the way it should be, Earth, We need your help.

Cultural / Context information for the jury

Primarily WWF 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.

Please outline the innovative elements of the work

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.