Agency Network: 
May 2017


When we read to our children together we experience something interesting, important, and unforgettable. Unfortunately, thousands of orphans across Russia don't have this luxury; they don’t always have someone near who can read them and give care and attention they need so much.

With Change One Life Charitable Foundation, we created 'Read to Me', the channel on Youtube and OK where we upload orphans’ videos with their requests to read to them and where celebrities read them in return. Through these channels we will also gather funds for the foundation with the help of pre-rolls monetization, this technology was used for the first time in Russia for a charitable campaign.

Now everyone can help orphans by joining the Read to Me project, watching the readings, and not skipping ads while watching, a part of money paid by advertisers is transferred to the Foundation account.

Film advertisement created by Y&R, Russia for Change One Life, within the category: Public Interest, NGO.

Advertising Agency: Y&R, Moscow, Russia
Executive Creative Director: Federico Fanti
Creative Group Head: Sergey Balabonin
Senior Art Directors: Kirill Novikov, Tatiana Vasilieva, Margarita Zagoskina
Senior Copywriter: Tatiana Bazhan
Account Director: Anastasia Koroleva
Senior Account Manager: Natalya Emelyanova
Designer: Irina Averina
DOP / Designer: Roman Borisov
Producers: Inna Alperovich-Chikhladze, Yana Seredenko / AdService
Director: Kirill Novikov
Directors of Photographer: Yan Yasinsky, Anastasiy Mikhailov
Composer: Konstantin Maltsev
Editor: Ilya Malov / AdService
Sound Engineer: Valentin Borisevich / AdService
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