Problem
450 000 people are called up for military service every year. Over 3 000 of them never return home because of violence against younger conscripts in the army.
The Mother's Right Foundation is a Russian non-profit organisation created in 1990 to protect the rights and interests of parents who have lost children in the armed forces.
The Mother's Right Foundation is a Russian non-profit organisation created in 1990 to protect the rights and interests of parents who have lost children in the armed forces.
Task
To attract public attention to the problem and to the Foundation activities in whole without having any budget.
Solution
We have created fallen soldiers’ profiles in a popular Russian social network www.odnoklassniki.ru (classmates). We have gathered the information where they had studied, lived and worked before they started their military service so people who used to know them could find them at the social network. And we have also added their stories of death told from the first person.
Results
Over 20 000 people have visited Soldiers’ profiles at odnoklassniki.ru in a week period.
The post about event at livejournal.com got over 1000 comments, became 7th by popularity and was reposted thousands times.
Several popular newspapers, radios and TV channels invited The Chairwoman of the board of The Foundation to light up the event.
The total media outreach overcame 19 000 000 contacts.
The donations to the Fund through the Internet have tripled.
Over 20 000 people have visited Soldiers’ profiles at odnoklassniki.ru in a week period.
The post about event at livejournal.com got over 1000 comments, became 7th by popularity and was reposted thousands times.
Several popular newspapers, radios and TV channels invited The Chairwoman of the board of The Foundation to light up the event.
The total media outreach overcame 19 000 000 contacts.
The donations to the Fund through the Internet have tripled.
