Description: The video is made using archive pictures of recognizable items from the target audience's childhood. The voice-over tells the story of what these items meant for everyone.
Then we show the audience another picture with the voice-over telling the story of children whose "toys" are different, the "toys" which these children don't want to play with, but which are vital to them. We show pictures
of IVS, syringes, medications, and hospital beds.
We abruptly end the nostalgic warm memories, replacing them with reality in which these children live every day of their lives. This is where we give a call to the audience to help these children to save their happy childhood.
Context: The Fund's target audience is self-sufficient adults over 30 years old. Being quite experienced, they are often skeptical and unemotional, and only through touching them personally, we can make them care about other's problem and react.
There is one common thing for all these people – their soviet childhood. It was very similar for all the soviet kids with the same toys, games, and all- encompassing deficit. The absence of gadgets made them spend most of their time playing in the courtyards with their peers. As most of the toys played were hand-made, like slingshots, early the 90s left a bright emotional mark in the audience's memories, with new snacks, toys, and gadgets like Turbo, Yupi, Kinder-Surprise, Dendy and Pokemon chips.
Any of these items evoke nostalgia and emotionally touch everyone who is over 30 years old and lives in the post-soviet countries.