Media > Use of Media
RED PEPPER, Ekaterinburg / ZNAK.COM / 2013
Overview
Credits
Effectiveness
Quoting Constitution campaign caused enormous resonance in public, political and social life of the country and made a great positive feedback in social media.
The news about campaign rapidly shattered all over the world and was quoted by more than 150 mass media. Site traffic doubled.
We reminded the citizen of Russian Federation that do live in democratic country with rights and freedoms declared in the Constitution and must be respected in real life.
Execution
To prove that znak.com advertising was not extremist, we decided to use works from the most authoritative and legitimate resource – the Constitution of Russian Federation.
In the advertising campaign, we quoted the most actual and 'painful' articles of Russian Constitution:
- No one can usurp power in the Russian Federation.
- Everyone shall be guaranteed the freedom of ideas and speech.
- All people shall be equal before the law and courts.
Now, owners of outdoor resources obviously could not refuse placing quotes from Constitution under color of 'content with incitement to extremism'.
Strategy
Website znak.com, which is known for their confrontations with the government, have faced a problem with advertising campaign realization.
Problem - All main owners of outdoor resources in the city refuse to place znak.com lay outs. The official reason was that any ads of this web portal were perceived as containing incitement to extremism. These refusals were absolutely illegal according to Russian laws.
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