INSIGHT
Women who went through heart surgery feel uncomfortable to wear clothes with a cut because of a scar on chest.
FACT
This problem also relates to children with congenital heart diseases. Today, heart surgeries with usage of occluder instead of breast opening are possible. Such surgeries are carried out with the support from Detskie Serdtsa Fund and are quite inexpensive. By donating money to the Fund, you save child from scar and discomfort forever.
IDEA
To demonstrate a constraint of women with post-surgery scars wearing clothes with a cut on online clothing store models.
SOLUTION
On Lamoda website in «Dress with cutout» subcategory we publish photos in which models a depicted with their backs as of turning away from the camera. On product page user will see photos of the model with a scar on the chest and a short explanation of why models turn away from the camera with the proposal to visit Fund website to donate for children with congenital heart disease. As a part of PR promotion, the project will be covered in popular mass media.
Published: 2017
Brief: Red Apple Young Creatives 2017, Cyber Category
Art-director: Timur Tokunov
Strategist: Daniil Petrukhin
Copywriter: Valeriya Semykina
School: Wordshop Academy of Communications
Mentors: Oleg Tumanov & Anastasia Tumanova (Geometry Global Moscow)
