The charity is little known, despite more than 28 years of work, many of those who have heard of them have a poor idea of what exactly they do. Therefore, there was a need to tell about the brand, increase its recognition and form the upper level of the "sales funnel", as well as to form a loyal attitude and trust in the organization.
We launched a creative campaign "The Most Important Word", in which we told through people's emotional stories about the importance of motherhood. To do this, we conducted a survey in which 616 women and men aged 18+ across Russia took part. The central element was a video that was shown on federal channels. It was in it that the turning point became, the culminating silence on the main question, of those who have nothing to tell.
We launched a creative campaign "The Most Important Word", in which we told through people's emotional stories about the importance of motherhood. To do this, we conducted a survey in which 616 women and men aged 18+ across Russia took part. The central element was a video that was shown on federal channels. It was in it that the turning point became, the culminating silence on the main question, of those who have nothing to tell.
THE MOST IMPORTANT WORD
«sos children'S villages»
«sos children'S villages»
Year: 2023
Client: Mondelez International
Agency: EMG
Role: Creative Director
Recognition: RedApple 2025 – 1x Gold: Best Non-profit Campaign / 1x Silver: Non-profit.
BEMA! 2023 – 2x Gold: Society and Sustainability: Non-Profit / Situational Marketing; 2025 – 1x Gold: Best Charitable Project.(НПБК) National Award for Business Communications 2023 – Gold: Social Responsibility.
Client: Mondelez International
Agency: EMG
Role: Creative Director
Recognition: RedApple 2025 – 1x Gold: Best Non-profit Campaign / 1x Silver: Non-profit.
BEMA! 2023 – 2x Gold: Society and Sustainability: Non-Profit / Situational Marketing; 2025 – 1x Gold: Best Charitable Project.(НПБК) National Award for Business Communications 2023 – Gold: Social Responsibility.
