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Transatlantic Partners Against AIDS appealed for help in Ogilvy Russia
Bashny.Net
Ogilvy Group Russia with great enthusiasm took up its first joint project with a nonprofit organization "Transatlantic Partners Against AIDS" (CCIS) proekt.Etim project was to develop a creative concept eighth wave of the campaign, known to many people in our country under the slogan "StopAIDS."
Russian Media Partnership to Combat HIV / AIDS (RMP), whose activities are coordinated by CCIS in Russia, it is a great and laborious work to attract the attention of Russian society to the problem of HIV. Thanks to his efforts, today is incomparably more people know about the existence of this disease, the vulnerability of each before it, the existence of prevention and treatment. However, as revealed the study, the percentage of people who independently decided to take an HIV test, or intending to do so, yet very low in our country.
It is this statistical fact, and defined the goal of the information campaign "StopAIDS" in 2008: encourage young people to take an HIV test, having obtained as much information on the website www .stopspid.ru .
Radio clip:
Each era has its demands to the people living in it, and the knowledge of one's HIV status is becoming a basic requirement of the present time ... Reflecting on the brief, a team of Ogilvy Group Russia has formulated the goal of the information campaign for the future in such a way that we would like to see the knowledge of their HIV status was important for everyone, and most importantly, natural information. Such as, for example, knowing the weather forecast for tomorrow.
Maxim Kolyshev, executive creative director at Ogilvy & Mather: «It was important to avoid the injection of fear, intimidation and didactic tone: young people can not tolerate any instruction or familiarity. Since it is necessary to speak the language of the simple truths. For example: it is absurd to ignore important information. Especially stupid not to seek to obtain important information about yourself. Do not know their HIV status - just as unreasonable as ... go to the elevator and make sure the car is in front of you, or how, gathered jump into the water, do not see there is water in the pool! It is this simple idea and we tried to make a rather unusual way in our new campaign, developed for "StopAIDS».
The director of this movie was Alexei Rosenberg, one of the most famous advertising directors of Russia, a man deeply intelligent and versatile. Alexei interested in a scenario in which he saw the beginning of a holistic visual works. He proposed a new campaign "StopAIDS" approach: avoiding household sketches a metaphor. Alexei and Director of Andrei Makarov managed to achieve special aesthetics of each frame roller: roller at a very special visual sensation. Of the individual episodes built a whole series like and do not commit the events that create continuous movement of intrigue.
Maxim Kolyshev: "For the realization of the idea, conceived by us, we were looking for a director who could not only informed our thinking, but also created the right atmosphere around it, forcing the viewer to perceive our message is almost all the senses. And Alex Rosenberg succeeded brilliantly. And the director of photography, Andrei Makarov, has created a flawless composition of each frame, each flare was working to strengthen intra-action. The result is a complete work ».
Alexei Rosenberg says: "First and foremost wanted to destroy the scope of the genre to view video while there is no sense of social advertising, and thus socially important conclusion in the final would have sounded particularly full-bodied and bright. In building construction mikrodramaturgicheskoy it was important to make the viewer is not looking to follow the plot - what will happen as a result of the decision to deprive yourself of the heroine necessary source of information, as sight. Leading heroine through a chain of possible complications to a paradoxical finale, our goal was to convey to the viewer a simple idea that some things are best to know ».
Ogilvy worldwide uses a technique 360 Degree Branding®, which evaluated the effectiveness of virtually all clients of the agency. Therefore, for the campaign "StopAIDS", in addition to a TV commercial, the agency has developed materials for other channels of communication - radio, press and the Internet. All posts are united by one idea: unwise to ignore important information.
The fact that the project is absolutely non-profit, on the one hand, its complicated, as budget constraints often put its implementation under a big question, but on the other hand, mobilize all possible resources. The work would not have been made without the pure enthusiasm that fueled all the participants and, in many cases, served as a substitute for the financial component of the project.
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Russian Media Partnership to Combat HIV / AIDS (RMP), whose activities are coordinated by CCIS in Russia, it is a great and laborious work to attract the attention of Russian society to the problem of HIV. Thanks to his efforts, today is incomparably more people know about the existence of this disease, the vulnerability of each before it, the existence of prevention and treatment. However, as revealed the study, the percentage of people who independently decided to take an HIV test, or intending to do so, yet very low in our country.
It is this statistical fact, and defined the goal of the information campaign "StopAIDS" in 2008: encourage young people to take an HIV test, having obtained as much information on the website www .stopspid.ru .
Radio clip:
Each era has its demands to the people living in it, and the knowledge of one's HIV status is becoming a basic requirement of the present time ... Reflecting on the brief, a team of Ogilvy Group Russia has formulated the goal of the information campaign for the future in such a way that we would like to see the knowledge of their HIV status was important for everyone, and most importantly, natural information. Such as, for example, knowing the weather forecast for tomorrow.
Maxim Kolyshev, executive creative director at Ogilvy & Mather: «It was important to avoid the injection of fear, intimidation and didactic tone: young people can not tolerate any instruction or familiarity. Since it is necessary to speak the language of the simple truths. For example: it is absurd to ignore important information. Especially stupid not to seek to obtain important information about yourself. Do not know their HIV status - just as unreasonable as ... go to the elevator and make sure the car is in front of you, or how, gathered jump into the water, do not see there is water in the pool! It is this simple idea and we tried to make a rather unusual way in our new campaign, developed for "StopAIDS».
The director of this movie was Alexei Rosenberg, one of the most famous advertising directors of Russia, a man deeply intelligent and versatile. Alexei interested in a scenario in which he saw the beginning of a holistic visual works. He proposed a new campaign "StopAIDS" approach: avoiding household sketches a metaphor. Alexei and Director of Andrei Makarov managed to achieve special aesthetics of each frame roller: roller at a very special visual sensation. Of the individual episodes built a whole series like and do not commit the events that create continuous movement of intrigue.
Maxim Kolyshev: "For the realization of the idea, conceived by us, we were looking for a director who could not only informed our thinking, but also created the right atmosphere around it, forcing the viewer to perceive our message is almost all the senses. And Alex Rosenberg succeeded brilliantly. And the director of photography, Andrei Makarov, has created a flawless composition of each frame, each flare was working to strengthen intra-action. The result is a complete work ».
Alexei Rosenberg says: "First and foremost wanted to destroy the scope of the genre to view video while there is no sense of social advertising, and thus socially important conclusion in the final would have sounded particularly full-bodied and bright. In building construction mikrodramaturgicheskoy it was important to make the viewer is not looking to follow the plot - what will happen as a result of the decision to deprive yourself of the heroine necessary source of information, as sight. Leading heroine through a chain of possible complications to a paradoxical finale, our goal was to convey to the viewer a simple idea that some things are best to know ».
Ogilvy worldwide uses a technique 360 Degree Branding®, which evaluated the effectiveness of virtually all clients of the agency. Therefore, for the campaign "StopAIDS", in addition to a TV commercial, the agency has developed materials for other channels of communication - radio, press and the Internet. All posts are united by one idea: unwise to ignore important information.
The fact that the project is absolutely non-profit, on the one hand, its complicated, as budget constraints often put its implementation under a big question, but on the other hand, mobilize all possible resources. The work would not have been made without the pure enthusiasm that fueled all the participants and, in many cases, served as a substitute for the financial component of the project.
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