Read To Me pro bono project
For thousands of orphan kids across Russia listening to fairytales read by mom and dad is just a dream. Obviously, the problem is not in the stories: it's about the attention, love and caring that every kid needs. Only few of us are ready to be adopting parents, but many of us can really make life of orphans a bit better. With that mind we have started an online pro bono initiative “Read To Me” – in cooperation and for the benefit of the ‘Change One Life’ charitable foundation, which helps orphans find new families.
With the help of the ‘Change One Life’ charitable foundation we have asked orphans all over Russia who they'd like to read them a fairy tale. Then we approached these celebrities and shoot them while reading the requested stories. We then published the requests and the reading videos on two of the Russia’s biggest social platforms:
Our first objective is to attract as much public attention to orphan children and the ‘Change One Life’ charitable foundation. The more potential parents will visit the Foundation’s website, the more chances orphans will have to find a loving family. Secondly, we want to make as many kids as happy as possible through the readings.
Finally we aim to create something of a great humane value and a potential to outlast the initiative itself and become a source of positive experiences for generations to come. The reading videos (along with the requests and other filmed extra materials) gradually form an online video library of children books – freely available to everyone and ever growing.
Year: 2015 - on-going
Agency: Young & Rubicam Russia
Client: Change One Life charitable foundation
