Advertising campaign to prevent an emergency situation among Moscow’s youth Author: Elena Kuvshinnikova

Idea of campaign: How can we get young people to understand that in any situation they should be able to stay fashionable and not lose face? This can be achieved only through communicating this information at their level. It is necessary to get into their environment and make them understand that emergency situations can also happen to them - the "golden youth", that no one is protected from it in our times and show them that they can get out of any situation not as a coward but as a hero. Investigation: After examining the trendy places of Moscow, I have come to the conclusion that the best place for carrying out the campaign is “Strelka" - a cult place in the center of Moscow popular among today's fashionable Moscow youth. This is where my target audience spends most of its free time; this is where trendsetters gather together, who may also serve as a channel for disseminating WOM information.

Project title: “Get out of any situation in a fashionable way” The Geography of the Project: Moscow, «Strelka» Period: November 2012 Target Audience: young girls and boys following fashion The mission of the campaign: to reduce the amount of damage in emergency situations among young people Purpose: to show that one can be protected not only in special clothing that is not fashionable Expected outcome: raise the awareness of the youth of the fact that it is easy to be protected in any condition and any clothing Brief:

Activity: Flashmob as a kind of shock: - Simulating an emergency situation during the most crowded gathering of TA in one place. 40 seconds after the start, 10 people begin to behave unlike the others – they do not panic and do usual things that are not usual in this situation. All this is being videotaped. Afterwards, people are told that it was a flashmob and are shown the video where they can see their ridiculous behavior. - The organizers hand out invitations to the first mini seminar on “Get out of every situation in a fashionable way” being held at the same place in a week’s time. Dissemination channels: social networks, communities, launch of the video from the first flashmob, teasers in outdoor advertising throughout the city; but in the surroundings of “Strelka” there will be more specific pointers and intriguing images. HoReCa: in fashionable youth gathering places, including “Strelka”, a promotional program is run: beautiful fashionable girl-promoters offer to get into an emergency situation right in the midst of fun, though, trough an Ipad application - as the result of the game they will be invited to the seminar.

Workshop: Moderator: a man of fashion, known in fashion circles, as her/his opinion will be counted more than that of officials; Interactive communication, acting out situations where it is impossible to do without fashionable little things; A race "A long way on heels". Those who wish can wear high-heeled shoes and take part in a race to see who reaches the stage first. After the completion of the workshop, they will receive a discount at a fashionable boutique.

Thank you for your attention!