Problem
Petersburgers are justifiably proud of their city sights. But the capital of North hides behind the ceremonial front face problems, which man of culture cannot ignore. One of these problems - tens of thousands of homeless people.
Task
Drawing attention to the problem of homeless people and helping the charity fund "Nochlezhka" to increase donations in the run-up to winter – a time when homeless people particularly need help.
Solution
We staged the promotion in the famous Summer Garden, which made our message truly remarkable. "Marble petersburgers", the statues, addressed to the park visitors (after all the statues are, like these homeless people, - always in the street). Statues found their voice and said important words about living in the streets and about all these ups and downs of human life.
Results
-The promotion received wide media coverage
- Outreach in social networks has been 1.2 million people
- Site traffic homeless.ru increased by 37%
- The amount of donations to the charity fund "Nochlezhka" increased by 16%__________________________________________________________________________________
Awards:
Gold GOLDEN HUMMER 2014 (Social)
http://goldenhammer.eu/winners_list/
http://goldenhammer.eu/winners_list/
Bronze White square advertising awards 2014 (Social advertising)
http://adfest.by/winners
IDEA ADVERTISING AWARDS 2014 - shortlisted
http://idea.ru/festival/winners_final/
