A. Film
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E. Film Craft
F. Design
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H. Creative use of Media
I. PR projects
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K. Advertising Campaigns
C-17-12. Don't disguise. Call for help
| Agency | Lowe Adventa |
| Creative head | Mikhail Panteleev |
| Author of idea | Mikhail Panteleev, Ivan Lougovoy, Maxim Trishin |
| Product | "Anna" National center for violence prevention |
| Description | Problem: Every third woman in Russia will fall victim to domestic violence at least once in her life. 90% of victims never call for help and keep suffering at home. To hide the injuries, women resort to make-up, sunglasses etc. Task: To attract people’s attention to the problem of domestic violence and to promote the new hotline for victims, where they can get psychological assistance or legal advice. Idea: We decided to use the same approach victims use: we disguised the main message with beauty products and fashion items, making it look like an ad for those products. Results: Since the launch of the hotline, ANNA has received more than 10 000 calls from women all over the Russia and even from countries of the former Soviet Union. Most of them were interested in getting more information about the institution, but approximately 3000 of women said that they were already suffering from domestic violence. |
| Team members | Creative Director: Mikhail Panteleev Art Directors: Ivan Lougovoy, Maxim Trishin Copywriter: Mikhail Panteleev Photographer: Olga Tuponogova-Volkova Producer: Tatyana Evetskaya Models: Marina Azarova, Polina Fedko, Lena Chernyavskaya |
