White Square | Белый Квадрат

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Name

Antidepressant

Advertised product

Charity Fund

idea

This is the first social advertisement for the fund for the elderly created in the language of ... youth. The most unexpected social mockumentary video of 2024 was shot by the director of trendy music videos. It weaves together the documentary truth about the life pain of young people and the wise vision of the situation of the elderly. Thus, the video promotes volunteering as an antidepressant for young people. For the first time, the social project was shot in the style of modern youth brands - mixing genres, film, digital, clip thinking and documented insights. Since 2022, the level of anxiety and depression in Russia has been growing rapidly. The most vulnerable age group is those who have not yet turned 35. In the age group from 18 to 24 years, 54% of respondents had depressive symptoms in January, and after March, 77% already had. At the same time, it is known that volunteering is an additional opportunity for self-realization and success of a person. It is noted that a single volunteer participation with a high probability guarantees a return to volunteering within a year. The advertisement touches on the topics of dependence of young bloggers on popularity in social networks, the difficulty of self-realization, especially when it is necessary to find income, dependence on parents' expectations and craving for self-expression. Volunteers have the opportunity to talk about all this with the elderly, which is what the Antidepressant project of the Happily Ever After Charity Fund calls for. All the phrases of the characters are real and were collected as part of personal interviews with young and elderly people. Behind the scenes there were longer dialogues between the participants of the shooting and many other valuable thoughts that were not included in the final montage. The "antidepressant" from the Happily Ever After Charity Fund for the Elderly appeared to inspire people aged 18-25 to try to communicate with the elderly and hear support in this in difficult situations for themselves.