LizaAlert: To Delay Means To Kill

April 24, 2015Filed under Outdoor, PR and Public Interest, NGO

In four years LizaAlert charity found tens of missing children. The reasons why they go missing vary – they run away, get lost or get in an accident or fall victims to a felony. Whatever the reason the key role in saving a child is of time passed from the moment the child went missing till the start of the search.

There was one great problem LizaAlert volunteers faced in Russia. Since Soviet time people in Russia belive that you can only report a missing person after 3 days, which is totally untrue and actually though the first forty eight hours are the most important for the search and safe return. TWIGA Moscow decided to demonstrate what happens when we are not able to act immediately. An hourglass shaped installation with a little girl inside appeared in the centre of Moscow saying «To delay means to kill!».

Day by day earth poured over the girl’s head slowly burying her. Within 3 days the girl was buried at least 50% emphasizing the sadness because we were only able to start to act when the chances of helping were already less than 50%. This installation was named «The lost children memorial» . Summer 2014 the installation was placed in Moscow city center reminding muscovites about the value of time which is not to be wasted if someone goes missing. Autumn 2014 «The lost children memorial» was moved to Bryansk.

Afterwards the hourglass with a little girl inside is to be moved among Russian cities, so that more people would know that to delay means to kill. The project «To delay means to kill» shocked the public and was widely covered in media. The key message was conveyed to 27 million people.

Efficiency of calls to Liza Alert charity increased by 50%, almost double the number of people who are alive. The project «To delay means to kill» has received the Gran-Prix of the EFFIE Awards Russia, the Grand Prix and five other awards at the Cristal Festival (France) and Grand Prix of the Russian festival of social communication PORA.

Advertising Agency:Twiga, Moscow, Russia
Creative Director:Michael Elagin
Art Director:Alexander Smirnov, Grant Abovyan
Copywriter:Nikita Petrusev
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