
Agency	Red Pepper
Creative head	Никита Харисов
Author of idea	Иван Соснин
Product	Charity Garage Sale
Description	The problem of abandoned children is a very sharp question in Russia. There are more than 100 thousands of them. But ordinary people, who do not meet orphan children every day, just do not realize the scale of a problem. Because there is no problem, until it touches somebody directly... And there is the unique charity non-governmental organization Garage Sale - a charity fair of second hand children’s goods where all proceeds go to the «Foundlings» fund for orphans. The goal of Garage Sale advertising campaign was to attract attention to the problem of rejected children in Ekaterinburg in particular and in Russia in general. Also the problem was that charity organization did not have any advertising budget to attract people to their event and fund, so we needed as much PR: reposts and shares and views, as possible. We decided to conduct a social experiment that illustrates people's behavior and their social responsibility with a plan to highlight results in public and by this draw attention to the problem. We placed a lonely baby carriage, which produced sounds of a crying baby, and started watching people's reaction. We expected that not every person would go and check the carriage because Russian people are unfortunately not very compassionate and helpful. But the results were a great sad surprise even for us. Among all the people who passed by - only 10% did not stay indifferent and did not just go away. Each of them received a message: "Abandoned children can not ask for help, but it does not mean that they do not need it" and an invitation to a charity Garage Sale of second hand goods. We made a video about problem of abandoned children, based on this slashing statistics, posted it on youtube and also send to the local TV stations. Shocking results of the experiment caused a great resonance in mass media & social networks. The campaign earned media for more than $ 100 000. Contact with a target audience with instruments of ATL, BTL, offline and online was made without any advertising budget, which is so important for non-profitable charity organization. 1 day promo + video + free media were enough for a full campaign of Garage Sale and attraction of a sufficient number of volunteers. On the 1-day Garage Sale there were sold more than 1500 pieces for $ 32 200. All money went to the "Foundlings" Charity Fund. The number of benefactors of "Foundlings" Charity Fund increased for 60% So, what will happen if we leave a carriage with crying baby in the centre of your city?
Advertiser	Charity Garage Sale
Team members	Creative Director: Danil Golovanov, Nikita Harisov Art Director: Julia Uzkih Copywriter: Ivan Sosnin Production: Evgeniy Kharchenko Producer: Ekaterina Golovkina

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