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'Change one life' charitable foundation
Waiting for a Good Cause

RAN IN: Russia

CLIENT
Change one life' charitable foundation


MegaFon PJSC

AGENCY
Young and Rubicam FMS *Lead Agency


Action Film


PostPro 18 studio


SUMMARY

"Change one Life" foundation needs money to produce video profiles for children in asylums who are waiting to be adopted. MegaFon, one of the largest mobile operators, became a partner of the project. The campaign turned subscribers’ waiting time into a good for those who are also waiting. When subscriber called the hotline, every second of waiting was converted into 1 ruble for children waiting to be adopted. As a result, 1.5 million seconds of waiting turned into 1.5 million rubles of financial aid. With this amount, the foundation made 591 video profiles, and 63 children have found their families.

CASE VIDEO


Audience: Thanks to the partnership with MegaFon operator, it became possible to attract the attention of MegaFon clients, who have to apply to the call center and wait for the specialist to answer,  to the Foundation’s activity. A wide audience allowed to count on the coverage and involvement of people who are not indifferent to the socially important problem of adoption of children from orphanages.

Objectives: The behavioral goal is to switch to the Foundation’s website, to spread information among friends and acquaintances (publication in social networks, etc.).

Type: B2C

Language: English, Russian