PROBLEM
Most of the playgrounds in Omsk in poor condition, or simply absent. Officials who the obligation to deal with this problem, respond to all complaints usual formal replies and take no action

 

We found children who live in houses with poor playgrounds and asked them to write letters to officials responsible for the condition of these playgrounds. The letter contained the following text: "Hello, mister Official. Take this ball - I have no place to play with it and I don't need it anymore because there is no playground for kids." Then the letter and toys in gift packages were delivered to the city management.

 

Campaign attracted public attention: it was described on the city portals, discussed on forums and social networks. And most importantly - officials subsequently built a playgrounds for children.

 

Idea! 2011, Russian National Advertising Festival – gold.