An international jury of IPRA Golden World Awards 2018 named “Bring the Kindness” from Russia the best project in “Corporate Responsibility – Agency Category”. An outstanding program providing support to foster families through charity quests was developed by Mint agency (BBDO Russia) for “Responsible for the future” - Amway charity foundation in Russia.
According to official statistics, in Russia 1 out of every 10 foster kids is returned back to the orphanage. To attract public attention to the problem of secondary orphanhood and explaining how to help foster families, Mint’s team developed a program of interactive quests. Through gamification children and their parents learn to communicate, listen to each other and take steps towards mutual trust and harmony.
The objective was to create a communication instrument that could be simple, clear and scalable — that would help to establish communication in foster families and attract participants throughout the country. So, a new form of charity was created — charity quests. Special quest boxes with detailed instructions allowed volunteers in any region of Russia to organize a quest and help foster families. To receive the instructions, a volunteer needs to submit an application on the Foundation’s official website.
Since the launch of the project in 2017, the Foundation has received more than 300 applications and more than 1,500 people took part in the events. Among them — 103 foster families and about 300 orphan children. The volunteers managed to raise more than 300 thousand rubles for childhood charity program. Above all, this initiative was highly appreciated by people and their families as much as by Amway Business Owners and volunteers in Russia and now by the professional international PR-community.
Link to the video - https://www.youtube.com/watch?v=AGE5vFp-8fc
Project Team:
Amway Charity Foundation “Responsible for the future”
Anna Soshinskaya – President of the Amway charity foundation “Responsible for the future”
Evgenya Svetlova – Social projects specialist at the Amway charity foundation “Responsible for the future”
PR & SM Communications Agency Mint (BBDO Group)
Anastasia Grigorieva – Head of the corporate communications department
Kira Popova – Senior Account manager
Alina Vlasova – Junior Account manager
Mint is a reputation management and social media marketing agency founded in 2006. It provides Russian and international companies with a full range of services in the field of communications. Among the agency clients there are such companies as IKEA, Mars, PepsiCo, Amway, Johnson & Johnson etc. Mint enters the BBDO Group Russia network.
IPRA Golden World Awards (GWA) was established in 1990 and rates the best communication projects from around the world. Today IPRA is the most prestigious international professional association in the field of PR. The projects submitted for the contest were evaluated by a competent jury, experts from all over the world. Winners are defined by criteria such as the complexity, creativity, and uniqueness of the project on a community, country, region or world scale. The official ceremony of the IPRA Golden World Awards 2018 will be held in Barcelona this October.