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октябрь, 2009  | 

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Health becomes a fashionable brand for the young people from Chechnya, Lipetsk and Komi

"Young people are not much interested in the topic of healthy lifestyle, because it’s not well-publicized and does not have a bright and attractive advertising" - such responses gave girls and boys between 14-17 years old during the survey, conducted in spring 2009 in the Lipetsk region, the Komi Republic and the Chechen Republic.

Taken into account the wishes of young people to avoid boring lectures an original information campaign under the slogan" Look at life from a different angle!" has been developed by the "FOCUS MEDIA” Foundation. Five video clips were shot within the campaign produced by the Laboratory of Social Advertising. Every video clip is built on the principle of the upside down situation. At first it seems that young people are engaged in antisocial activities. However, at some point the camera shows a new scene, that completely changes the meaning of the commercials.
 The placement of commercials on federal TV channels is provided under support of the Russian Union of Sportsmen and the Olympic Committee of Russia. Leonid Tyagachev, President of the Olympic Committee, signed the support letters addressed to the top management of the central TV channels to support the campaign and broadcast the campaign clips for free. Campaign materials include also three types of printed posters and 32-page leaflet in Russian and Chechen languages. At least 100 000 young people will be covered by the campaign in three regions of the Russian Federation.

The famous Russian people will speak at the press conference: Svetlana Sorokina, Russian journalist, member of the Academy of Russian Television; Galina Gorokhova, triple champion of Olympic Games, President of the Russian Union of Sportsmen; Gyuzella Nikolayshvili, Director of the Laboratory of Social Advertising among others.

In a creative way to present their regions the leaders of NGOs are specially invited to participate in the campaign launch in Moscow.