200rf.com - "To Russian Mothers"

Bickerstaff.000

Bickerstaff.000 Kiev, Ukraine

3635

This ad is part of the ACT Responsible Collection

Brand: 200rf.com
Country: Ukraine

Advertiser: Ministry of Internal Affairs of Ukraine

Title	To Russian Mothers
Agency	Bickerstaff.000
Campaign	To Russian Mothers
Advertiser	Ministry of Internal Affairs of Ukraine
Brand	200rf.com
Date of First Broadcast/Publication	2022 / 3
Business Sector	Institutional/Public Interest/Non-Profit Org.
Story	Russia launched an all-out attack on Ukraine at dawn on February 24, deploying missiles, air and ground forces. The Russian military is shelling houses, cars, killing civilians and even children. At the same time, Ukrainian troops are mounting a stiffer-than-expected resistance to Russian forces up and down. In the first days of the aggression, The Russian army suffered heavy losses in personnel and equipment. Our military takes the Russians prisoner and neutralizes the sabotage-reconnaissance group.
Philosophy	The video uses real prisoners of the Russian Federation. In order to exchange soldiers and return children to Russia, it is necessary to prove that the child is captured. But actually in Russia all resources where you can find Russians prisoners are blocked, and independent media are closed. This video helps mothers demand justice for their children to return alive them, or get their bodies home. Russian and Belarussian mothers can get all information about captured sons, husbands and brothers on the Telegram channel Find Your Own and via the website 200rf.com.
Problem	According to Ukrainian data, more than 20,000 Russian troops have been killed since Moscow launched an invasion of Ukraine. Many soldiers have been captured, a lot of them are young people in their 20s. In spite of this, Russia denies the existence of dead and captured Russian soldiers.
Result	This message was sent to The Union of the Committees of Soldiers' Mothers of Russia. Our video has been viewed about 500,000 times.It is extremely hard to review the effectiveness of a campaign in a closed country, but more than 7,000 people have been detained at various anti-war protests in Russia since the invasion began. Many of them are women. The Union of the Committees of Soldiers' Mothers of Russia began to massively send requests to the state to return their sons.
Media Type	Web Film
Length	97 seconds
Creative / Art Direction	Ilia Anufrienko
Creative Group Head	Maryna Cherniavska
Account Director	Oksana Peicheva
Senior copywriter	Serhii Artemenko
Copywriter	Andrew Bezliudnyi
Junior Art Director	Daryna Horbacheva
PR manager	Velentyna Polovynka
Junoir PR manager	Anastasia Rekun