Branded entertainment in Russia is still at a pretty early stage. However, the potential for future development is immense, especially in a scenario in which traditional media become less and less effective. It’s the first time that such a relevant social issue is treated through branded content in Russia.

The audience was drawn to our idea organically: we entered their world through cinemas, where movies were shown as trailers before the main show. For each movie the posters were created and placed in cinemas among the recent blockbusters. These movies and all publications in media led to the Foundation’s website www.changeonelife.ru which showcased all the content.

More than 500.000 people watched “Movies that change lives” in cinema halls and online. TV channels, bloggers, newspapers and magazines gave us hundreds of free publications. During the first 2 weeks of campaign Foundation website was viewed about 190,000 times. The number of followers of the Foundation’s profiles in social media reached about 70,000.

http://www.adme.ru/social/filmy-kotorye-menyayut-zhizni-670555/

http://www.otr-online.ru/programmi/programmparts_20855.html

http://rg.ru/2014/04/10/siroti-site-anons.html

http://www.cosmo.ru/planet_cosmo/blagotvoritelnost/1568506/

http://www.mk.ru/social/article/2014/04/09/1011750-pro-rossiyskih-sirot-snyali-korotkometrazhnyie-filmyi.html

http://deti.mail.ru/news/filmy-izmenyat-zhizni-po-obe-storony-ekrana/

http://www.kulturologia.ru/news/3550/

http://philanthropy.ru/blogs/2014/04/10/15212/#.U0bwussaySM

http://www.aif.ru/society/people/1151916

http://eva.ru/kids/read-18326.htm

http://www.snob.ru/profile/28247/blog/75008#entry_75008/group_0

http://www.asi.org.ru/news/rossijskie-rezhissery-snyali-10-korotkometrazhnyh-filmov-o-detyah-sirotah/

http://wek.ru/filmy-kotorye-menyayut-zhizn-unikalnyj-proekt-rossijskix-rezhisserov-o-detyax-sirotax

The client’s awareness grew dramatically, which made thousands of volunteers join the Foundation. Now in each of the 85 regions of Russia there is an initiative group representing “Change one life”. After the campaign launch, other media channels spontaneously offered their placement for free: popular blogs, independent movie festivals, online TV channels. The government is ready to collaborate in updating the state archive and what’s even more important, most of our movie heroes were requested for adoption and they’ll hopefully meet their new families.