DPG

«Ne Ponaroshku»

2020 outdoor advertising, TV commercial
"Ne Ponaroshku" project — is a statement to the society about the difficulties faced by families with ICP children. What is this statement for? To make people know that such a topic exists and it can be lived with, and also to involve as many people as possible in the activities of the Foundation.
On the one hand, the integrated project caused a sensation of compassion and support from the audience, on the other — raised donations important for the fund's activities.

«Ne Ponaroshku»

  • 20 000 000 media outreach
  • 10 065 000 rubles of collected funds
  • 4 animated TV commercial movies

Statistics shows that it is usually painful for people to see the suffering of children with ICP. Many try to seal themselves off from this topic and that is why they remain apathetic. But it was important for us to capture the public attention to this problem and evoke an emotional response from those who, for whatever reason, keep out of this. In search of a form, we stumbled upon the insight that from a childhood we are taught to empathize with fairy tale characters. Therefore, we decided to talk about the problem metaphorically, in the format of a fairy tale. Each plot is a story of a real child, shown through the prism of a fairy tale character. When a person finds out that the “character” is actually a real child, this motivates him to go to the Foundation’s website, find out more and help. The project was supported by Vadim Polyakov and the animation studio Pic-o-matic, director Evgeny Sangadzhiev, producer Ksenia Andrianova, and the videos were voiced by Honored Artist of the Russian Federation Vladimir Eremin. Thanks to the support of media partners, the stories of our fairy tale characters could be seen both on Channel One and on the Moscow’s streets.