« Pro bono services
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Partnership with PROVID
PROVID operates on Ukrainian advertisement market starting from 1994 and was a first complete cycle agency in Ukraine. It is in top ten leading agencies in 2006-2007 according to All-Ukrainian advertising coalition. PROVID is a winner of many international festivals such as Golden Hammer, Kiev International Advertising Festival, Moscow International Advertising Festival and others.
Agency developed a communication campaign "Want to meet..." for EveryChild Ukraine on prevention of child abandonment.
Market price of pro-bono services is around $ 100 000.
Campaign «Want to meet...»
In 2008 we started our work on a difficult theme of prevention of child abandonment.
During this period of time PROVID developed creative ideas for outdoor and printed materials as well as for videos and made production of materials.
This resulted in the fact that early intervention services and mother and baby units received five times more calls from clients during the two months of campaigning, specialists provided 400 services to the target group.
Ukraine leads by the numbers of children who are being abandoned immediately after birth by their mothers. But thanks to successful work of centers of social services and consultation points situation changes rapidly. Whereas in 2005 in Kyiv region there were 119 cases of abandonment, in the first half of 2008 - only 24. During last two years Kyiv social services prevented 142 cases of abandonment - which means 2 baby homes were not created.
Volodymyr Kuzminskyy, Country Director EveryChild Ukraine:
"Mutual understanding throughout the whole stages of the campaign - is the key point of our partnership with PROVID. Thanks to that we developed an advertisement, which doesn't blame, doesn't bring up, doesn't put the shame, or shout, - but work.
After the first stage of the campaign we may say with confidence that we have chosen the right direction. After we have demonstrated in our communication that to solve personal problems of young pregnant girl is possible, we have already received more the 200 phone calls from clients during two months, social centers provided more than 400 services to target audience based on the announcement.
In my opinion - this is what the effective creativity means".
Kirill Chichkan, Creative Director, PROVID:
"Our first work for EveryChild Ukraine has already won the second lace in 30 proposals of the "Social Campaigns Forum - Ukraine". Thanks to that EveryChild Ukraine received additional funding to continue campaigning. Our work shows that creative ideas are effective".
Robert Lovy, Executive Creative Director, PROVID:
"This project Agency develops pro bono. This is a European practice. And I am happy that PROVID supports it in Ukraine. Taking into consideration modest budget for the video - the spot was directed by me and Kirill Chichkan.
Our friendly production studio Radioactive gave us all the equipment almost for free. Agency proved that it is possible to realize projects with low budget effectively, when you make them in a creative way in partnership with your team".
You can watch our video «Pregnant man» here: