NGO Est Delo
Art Director Trapeznikova Kate
Creative Director Cheley Artyom
Copywriter Piatrouskaya Tatsiana
Influencer manager Bezruchko Daria
account Director Gapeeva Veronika
account director Chernieko Natalia
February - September 2022
Channels: promo, SMM
In Belarus, around 18,000 people with special needs live in closed psycho-neurological boarding schools, which makes their problems invisible to society. The charity organization "EST DELO" works in these schools and aims to inform people about the issue. Our challenge was to inform and attract people (who were unaware of the problem) with a minimal budget.
We found a solution in the favorite activity of the guys with volunteers: as a therapy, they make lollipops. This activity develops motor skills, and it is also emotional and tasty!
We have turned rehabilitation activity into an independent product that can attract attention and tell the world about their problems. We created the project "Facts to Taste". Volunteers and pupils created a set of six unusual candy flavors, and we created packaging with facts about these tastes.
We treated people with these candies for free as part of a promo. A person could choose the taste they liked and learn the relevant facts. Influencers also received candy sets. In their social networks, they shared information about the project and real facts from the life of the pupils.
All the bloggers who received the kits, with 860,000 subscribers (in total), created stories with information about the problem. The organic reach of stories amounted to more than 100,000 views with almost zero budget. The social networks of the volunteer organization immediately increased the number of subscribers, and they received messages with specific offers of help. The audience liked the product so much that their reactions helped to launch permanent candy production as a form of assistance to pupils.
Most importantly, all this helped to make an inconspicuous topic - noticeable.
Examples of candy flavors and facts:
Coffee brew with bitter coffee sprinkles.
More than 18,000 people with special needs live in closed psycho-neurological boarding schools, including over 500 children.
Ginger candy bits
Even people with the most severe disabilities experience sexual desire.
Every boarding school for children with disabilities has a department that prepares students for independent living.