CHALLENGE

Domestic violence happens in every 4th family of Russia. But people prefer to ignore the issue.

We need to provoke the conversation about domestic violence.

 

IDEA

Love is turned into garbage because of domestic violence.

We distributed LOVE type installations with a message at garbage disposal areas all around Moscow. Also we put them in trash bins in public spaces. Placement cost was zero because actually we threw out garbage.

 

RESULTS 

Love garbage attracted attention and became a talking point in Social Media.

Media coverage triggered a public discussion about the issue.

Number of calls to a hotline of help center increased up to 28%. 

 

TEAM 

Agency: J. Walter Thompson Russia 

Executive Creative Director: Marat Novikov 

Copywriter, Creative Group Head: Irina Gorshkova 

Art Director: Oleg Gert 

Agency Producer: Ksenya Rukavishnikova 

Group Account Director: Alena Bobrovnik 

Production: Fetish Film 

Producer: Irina Pavlova 

Director: Denis Solomovich 

Singer: Maria