
Agency	AnyBodyHome (MOV!E Communication group)
Creative head	Mike Perlovsky
Author of idea	Alla Botvich
Product	People’s awareness of dementia syndrome
Description	In 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.
Advertiser	Memini.ru
Team members	Mike 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

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