MITEINANDER IN RUSSLAND: STREET CHILDREN

Credits & Description:

Category: Best Use of Other Digital Media

Advertiser: MITEINANDER IN RUSSLAND

Product/Service: AID ORGANISATION

Agency: LEO BURNETT FRANKFURT

Date of First Appearance: Feb 25 2011

Entrant Company: LEO BURNETT FRANKFURT, GERMANY

Entry URL: http://www.mir-streetchildren.org

Art Director/ Producer: Gerard Delmas (Leo Burnett Frankfurt)

Art Director/ Illustrator: Lea Schoenfelder

Music: Debora Eggeler

Strategy: Hans-Juergen Kaemmerer (Leo Burnett Frankfurt)

Media placement: Online Game - Website With Download Link + Online Donation Platform - 25.02.2011



Insights, Strategy & the Idea

Since the collapse of the Soviet Union, alcoholism and violence have become a daily reality for many families. That’s why many children see no alternative, but to run away from homes.



To give these street children a new outlook, the social youth centre “Ostrowok” (“Tiny island”) was founded 10 years ago in Saint Petersburg.



Together with schools, government- and nongovernmental-organisations, the people at the youth centre help the children to overcome their problems. Psychologists, social workers, educators and volunteers are there to help the children.



Here the children get warm meals and, even more importantly, see that they are not left alone with their fate. They discover respect, care and love – often for the first time.



As a part of the European volunteer service program, MIR has the opportunity to send volunteers to St. Petersburg. But how can we find these young volunteers?



Creative Execution

The media behaviour of this generation excludes classic advertising. That’s why we developed an online game. The game shows the desperate struggle for survival of the street children of St. Petersburg in a very subtle and emotional way. The only hope for them is to support the aid project of MIR E.V.

As a free download the game spreads itself virally.



Results and Effectiveness

As a free download the game spreads itself virally without any media budget.



At the moment the candidature phase for 2011/2012 is running. Within one month we received more than 15 applications. All young people who have just finished school and now want to do something meaningful.