A. FILM
B. PRINT
C. OUTDOOR
D. RADIO
E. FILM CRAFT
F. DESIGN
G. DIGITAL & MOBILE
H. CREATIVE USE OF MEDIA
I. PR
J. MARKETING SERVICES
K. ADVERTISING CAMPAIGNS

I-05-10. My Babushka Yaga

AgencyAnyBodyHome (MOV!E Communication group)
Creative headMike Perlovsky
Author of ideaAlla Botvich
ProductPeople’s awareness of dementia syndrome
DescriptionIn Russia the people facing a person with Dementia do not count him/her as an afflicted person. So no treatment or adaptation is supposed or needed.

The challenge: to give the people noticeable markers of Dementia, to lead them to the idea that Dementia should be diagnosed and treated.

The super challenge: having in mind that we are talking about close relatives (moms, dads, grannies) suffering from Dementia, we have to be very accurate and careful in the way we deliver the message (people tend to ignore what puts them in a stress).

The target audience: middle-aged people having small children and in charge of old parents. It is a demographically right moment - the first symptoms can be detected at the age of 50-60, when young parents are 25-35, with children of 4-8. The problem should be solved in a family setting.

The strategy: to use children’s natural attentiveness and a common occasion (family reading) to make them our attentive assistants, by providing information on the symptoms in an entertaining way and by helping them to share their observations with their moms and dads.

The creative solution: we found a well-known character from the folklore – Babushka Yaga (a soft-evil character, meaning no real harm to good heroes) - and created 18 fairytales describing the first symptoms of transformation from babushka (normal person) to babushka yaga (person with Dementia), and made a book for family reading (off and online version) and an audio book (off and online version).

We used existing tradition in Russia to read books for children before going to bed. It unites moms&dads, grandmas&grandpas and children in a very warm atmosphere of love and support. So we can deliver our message to all three generations involved.
AdvertiserMemini.ru
Team membersMike Perlovsky - Creative director
Anton Mikhelson - Producer
Olga Mikheeva - Account Manager
Aleksandra Shusharina - Copywriter
Ilya Chekalev - Strategic Director
Arakel Zatekyan - Copywriter
Alla Botvich - Art director
Lidia Arkhangelskaya - PR-director
Elena Golubeva - Client Service Director
Innokentiy Keleynikov - Designer
Oksana Grivina - Cover
Sergey Trebin - Page/Proofs/Prepress
Daria Sokolova - Editor