Ukrainians, both adults and children, are terribly tolerant about the violation of their rights. Our task was to show teens that they have rights and these rights must be upheld. We had to explain them how to do it without making them bored. We decided to put a teen in a position of an expert who helps other kids out when their rights are violated. We created #smthwentwrong, a chatbot quest in messengers where players got messages from the characters in need. The teens advised them what to do best and instantly they could figure out where their advice got the characters. Regardless of the players' choices, they were taught what’s the right thing to do in such situations. Also, the teens could write to us in the messengers if their rights were violated in order to have the real lawyer’s advice. They wrote indeed, and even shared their personal problems!
This professional campaign titled '#smthwentwrong' was published in Ukraine in September, 2018. It was created for the brand: Pact & Change Communication, by ad agency: UAMASTER. This Integrated medium campaign is related to the Public Interest, NGO industry and contains 1 media asset. It was submitted almost 3 years ago.
Advertising Agency: UAMASTER Digital Agency, Kyiv, Ukraine
Creative Director: Andrew Manokha
Art Director: Konstantin Tischenko
Copywriters: Ilona Slepchik, Konstantin Kaliukin
Graphic Designer: Yulia Lazarenko
UI/UX Designer: Maria Kostiuk
Client Service Director: Aleksandra Skoba
Video Production: Video Nova