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

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 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.