Can a game of chess totally change someone’s life? That’s what we asked ourselves when the Russian Chess Federation briefed us to draw people’s interest to the game. We decided to stress the idea that chess is something much more than just a game, that chess can teach people to analyse the moves they make not only on the chessboard, but in their lives too. We addressed those who had found themselves in jail because of their thoughtless actions. We asked participants to play the game of their life, for a chance to change the life. And offered them the opportunity to take part in the Jail Chess Cup. Two TV spots were filmed in Ryazan prison to outline authentic atmosphere of jails. They were aired around prisons, announcing the Jail Chess Cup. Prisoners could find entry forms in special issue Chess Survey 64 magazine. The Jail Chess Cup Finals was announced and broadcast on ChessTV.com. The winner would be eligible for early parole. World Chess Champion Anatoly Karpov supported the idea.

The media choice was based on real insight about life of prisoners. TVCs were broadcasted during internal prisoners TV broadcasts. As almost only source of entertainment in prisons these TVCs covered wide audience in prisons. Special print implemented into Chess Review 64 magazine was developed. This issue was one of the allowed for distribution in prions in the long list of restrictions. There was application of participant where prisoners could tell about their chess experience and future plans to the broadcast viewers. For general public there were organized live broadcast at chesstv.ru. Friends and relatives of prisoners who have limited access to them had the chance to see their beloved ones playing the game of their lives. Professional chess players, typical audience of the channel, had the possibility to discuss the game in terms of proficiency. And general public could see the prisons conditions and learn from prisoners’ experience.

We made 10000 prisoners ponder about changing their lives. 200 players took part in the tournament, 16 of them made into the finals. Several thousands people watched the finals via online live broadcast on ChessTV.com Major news publications covered this event. As a result of the campaign, Russian Chess Federation decided to run International Jail Chess Cup. In June the Jail Chess Cup winner Leonid Korol was released. He won the game of his life.