| Título | To delay means to kill |
| Agencia | TWIGA |
| Campaña | To delay means to kill |
| Anunciante | LIZAALERT |
| Marca | LIZAALERT |
| Posted | Diciembre 2014 |
| Sector Empresarial | Derechos Humanos |
| Filosofía | The BriefSince Soviet times people wait to report a missing person until the third day! However, a 3 day delay means 50% of missing people will die. In case of a missing person: to make people call as soon as possible. Describe how the promotion developed from concept to implementationThe Strategy: to make people experience the shocking truth: to delay means to kill. We’ve made a special outdoor monument in the center of Moscow. 4 meters high sand clocks with earth in the upper side and a vinyl girl under it. Earth began to pour over the head of a child. Within 3 days the girl was buried 50%. Describe the success of the promotion with both client and consumer including some quantifiable results“To delay means to kill” activation was seen by more than 500 000 people. I has shocked people and publicity exploded: more than 27 mln. people reached. Number of timely calls increased by 50%, that almost doubled the number of people found being alive. At last, the Russian Parliament is examining a bill binding the police to begin an active search within three hours after a person has been declared missing. Explain why the method of promotion was most relevant to the product or serviceReal time experience of the shocking truth made in a place with a great traffic. |
| Medio | Televisión y Cine |
| Duración | |
| Director creativo | Michael Elagin |
| Planificador estratégico | Nikita Petrusev |
| Director artístico | Alexander Smirnov |
| Director artístico | Grant Abovyan |
| Productor de la agencia | Vardan Martirosyan |
| Diseñador gráfico | Tatyana Volkova |
| Responsable de cuentas de agencia | Nino Purtseladze |
| Media Manager | Alyona Bylbas |
| Productora | Street Art Ekaterinburg |