Description
Show the Reality - A Fake Show That Made a Real Problem Impossible to Ignore
Idea:
What if the cruellest reality show you’ve ever seen… wasn’t real - but the struggle behind it was?
Show the Reality began as a fake teaser imitating a violent entertainment format and caused outrage in Kazakhstan. Amputees climbing stairs, crawling for prosthetics - the Internet has exploded. Then came the twist: no show. Just the truth.
In Kazakhstan, around 5,600 people lose limbs each year. A high-quality prosthesis costs about $10,000 - far beyond what most families can afford. The state provides only around 255 prostheses annually, turning the quest for one into a real-life competition.
Execution:
Unbranded trailer → viral shock
Timed reveal → national empathy
Media + influencers → 100% earned reach
Impact:
• 5M+ people reached (more than 25% of Kazakhstan’s population)
• The Altair Foundation was invited to advise the Ministry of Social Protection
• A pilot job-search program for amputees was launched
• 10 million tenge were raised from businesses to fund prosthetics
• The foundation’s work led to a 10% increase in government support for amputees
This professional campaign titled 'Show The Reality' was published in Kazakhstan in February, 2024. It was created for the brand: Altair Foundation, by ad agency: TDI GROUP CA. This Content and Digital media campaign is related to the Health, Media, and Professional Services industries and contains 2 media assets. It was submitted 7 months ago.
Credits
Advertising Agency: TDI Group CA, Kazakhstan
Digital Partner: Wunder Digital, Kazakhstan
Production Company: CREATIVITY, Kazakhstan
Additional Production: Got Added Value
Creative Directors: Artyom Chaley / TDI Group CA, Vladimir Miranovich / TDI Group CA, Dzmitry Prybysh / TDI Group CA
Managing Partner: Dmytro Hryhoriev / Wunder Digital
Business Development Director: Kamil Kossayev / TDI Group CA
Art Directors: Vladimir Androsov / TDI Group CA, Anna Eismant / TDI Group CA
Senior Copywriters: Tatsiana Piatrouskaya / TDI Group CA, Miroslav Stroganov / TDI Group CA
Producer: Hanna Sidzelnikava / TDI Group CA
COO: Violetta Diubkina / TDI Group CA Kazakhstan
Account Manager: Lydia Shimko / TDI Group CA
CEO: Yuliya Davydchyk / TDI Group CA
Client Service Director: Marina Sergeeva / TDI Group CA
PR Manager: Shynar Zhanibekova / Wunder Digital
Creative Director for the Case: Denis Eliseev / Got Added Value
General Producers: Akzhan Oxykbayeva / CREATIVITY, Adil Kaliyev / CREATIVITY
Project Manager: Aziz Akhtamov / CREATIVITY
Director/DoP: Adil Assan / CREATIVITY
Cameraman: Magzhan Shaimardan / CREATIVITY
Assistant Director: Anel Aldalzhanova / CREATIVITY
Editing: Adil Assan / CREATIVITY, Murad Patyshakuliyev / CREATIVITY
Director: Dmitrii Bilyk
Operator: Maksim Mitrofanov
Setup Manager: Filiz Kilinch
