In Russia the people facing a person with Dementia often do not count him/her as an afflicted person. So no treatment or adaptation is proposed or required.

The challenge: to give the people noticeable markers of Dementia, to lead them to the idea that Dementia should be diagnosed and treated.

The super challenge: having in mind that we are talking about close relatives (mums, dads, grannies) suffering from Dementia, we have to be very accurate and careful in the way we deliver the message (people tend to ignore situations that put them under stress).

The strategy: to use children’s natural attentiveness and a common occasion (family reading) to make them our attentive assistants, by providing information on the symptoms in an entertaining way and by helping them to share their observations with their mums and dads.

The creative solution: we found a well-known character from the folklore - Babushka Yaga (a soft-evil character, meaning no real harm to good heroes) - and created 18 fairy tales describing the first symptoms that cause the transformation from babushka (normal person) to Babushka Yaga (person with Dementia), and made a book for family reading.

The results: earned media, contacts with our book, memini.ru site-traffic.

PR is the cornerstone of this campaign. It includes: buzz in social media to involve participants, presentation of the book in book stores, events for journalists and doctors, participation of celebrities in audio book's voicing, audio book presentation, family events when children drew their grandmas and CDs sampling, distributing of the books among children’s libraries and health clinics.

The project “My Babushka Yaga” has been on air for 14 months. It includes an offline version of the book for offline events, an online book for downloading, an audio book in online and offline formats for downloading and PR events and distribution.

We started inviting bloggers, copywriters and illustrators, sharing the information in social media. The buzz brought to us partners for the book. This step took us 5 months.

Then there was a presentation of the book (printed version) in a top Moscow book store, followed by a series of events for journalists and doctors, which provoked PR wave. It took 3 months (September-November).

The last stage was the making of an audio book with top celebrities. There was another PR wave, with distribution of the offline audio book version in shopping centres in Moscow in December.

The online part of the project is still available on memini.ru/yaga.

The tactical results are:

- All the books have been distributed among children’s libraries and health clinics free of charge;

- The audio-version has been downloaded about 8 thousand times;

- More than 18 thousand people have read the book online;

- The daily audience of the web-site has increased four times;

- With no capital having been invested, Earned media is estimated at USD 250,000.

The strategic results:

- We want to raise a generation, who know this syndrome from childhood and know how to deal with it.

- We created a positive route for discussing and sharing information about a very complicated and frightening topic - the Dementia syndrome.

- We want to persuade people to pay more attention to their elderly parents.