Работы созданные Молодыми Львами Узбекистана в категории FILM

Конкурсанты работали
с 14 по 16 августа 2020
Бриф от фонда Ezgu Amal
Категория FILM
8 команд и 16 работ

Film 01 - Someone is missing

Description: This film illustrates life of people who have a child struggling with cancer in their families. We came up with imaginary world, dramatizing the problem of child's absence in his or her own childhood during the hard times fighting the disease. By this, we wanted to remind people the importance of this good deed, because by making a donation, they giving way more than the money for treatment - they giving them a chance to live the happy childhood.
The main point of the film is: Make donations to bring the childhood back to sick kids.

Context: Children who are struggling with cancer, spending a lot of time in hospitals, and going through constant chemo procedures and other treatment. So are children with other dangerous diseases. They and their parents can't focus fully on having all these precious moments of childhood. We consider the emotional sensitivity of target audience as the main driver to make a donation.

Film 02 - The Disaster

Description: This film illustrates the story of children being saved during a disaster. Our characters are brave, sacrificing and have no boundaries. That's the part of their daily job, and they are seen as real heroes by others around. If only kids with oncology and other extremely dangerous diseases could be saved this way, the world would become a better place.
Fortunately, for those who are struggling with cancer, which we consider as another type of disaster, there are lots of other heroes. And of them, is the regular guy, who is constantly donating the Ezgu Amal Foundation.
The film is an answer to a question: What can person do to save a child's life?

Context: Our people have a tendency to lend a helping hand to those in need, that they can see in front of them. The trust towards donations is considered as low, as they seem pointless because of previous fails of non – commercial organizations and fake fundraisers.

Film 03 - Following The Footsteps

The purpose of the film is to illustrate the seriousness of pediatric oncology. The drastically low survival rate among children in Uzbekistan struggling with cancer is mentioned to raise awareness and to inspire people to make dona- tions towards Ezgu Amal Foundation.

In the film we follow the footsteps of our heroes, a father, a mother and a child. The child's footsteps suddenly disappear symbolising that at any moment families battling with pediatric oncology can lose their little ones. Therefore, by aiding towards the charity people can extand a helping hand when kids need it the most. The saved life is shown as the father carrying his son.

The mentioned above survival rate demonstrates that the majority of families that face this kind of stumbling rock are stuck with the idea that they are to deal with problems on their own. Hence, by raising awareness about the prob- lem and about the charities ability to help, collectively people are given a chance let a child's path continue and keep their family bond together.

Film 04 - Bring Back The Light

The film's focal point is to evoke the acquisition of a new helpful habit, that is donating money to save the lives of children struggling with cancer.
Our hero is a typical working class man who forgot to pay for electricity. The voice over reminds us that having your power running is a good habit. Likewise, making a constant donations to help sick kids can become one of them.
By aiding the kids battling with oncological diseases through Ezgu Amal Foun- dation people in a sense brings the light back on, meaning they give them hope to continue living. The apartment building shown represents the vast amount of kids whose "light" needs to be brought back.

The potential message given by the client was "saving children's lives is a good habit". Thus we focused on illustrating one of the good practices followed by the majority of our target group, specifically paying on time for electricity. The notion had to be merged with the idea of helping sick kids. The metaphorical comparison between electricity and giving hope to continue fighting the disease led to the idea that by donating towards Ezgu Amal Foundation people not only keep the light from going out, but help prolong its shine.

Film 05

Description: At the beginning of the video, we see a man in a dark room, busy with his phone. A notification sound is heard - the payment was successful. Light in the room turns on - the man paid for the electricity. He clicks on the phone again. Beep - the TV turned on. Again, a successfully paid online service. The man does not look up from the phone. He also did not forget to pay for a music subscription - a melody sounds in the house. Beep again. This time we see a heart rate monitor - a straight line turns into a curve, which means that the man had just saved a person. At the end of the video there is the caption that emphasizes that saving lives on a regular basis is as easy as paying for music and movie subscriptions. But is much more valuable.

Context: Representatives of the target audience are people who have a positive attitude towards paid online services and online money transfers. For them, something common is to pay online utilities, as well as paid subscriptions to various entertainment services. They do it because it's easy. But there is something else that is just as simple, but much more valuable - to save someone's life.

Film 06

Description: A calendar with a cheerful childish design in the shot. The hand steadily turns over the sheets with months - the child's life goes on as usual, months change one after another. In the background, we hear the ticking of the clock. Each month is filled with days. However, tone of the months is empty - there is no a single day. But it's good that there are caring people who are ready to help - the hands of different people take turns writing new days into the child's calendar. But at one moment, there is no hand ready to write. The ticking of the clock stops. Is that really all? .. Fortunately, hands appear in the frame again and fill the calendar, and with them the ticking of the clock resumes. At the end of the video, there is a phrase that suggests that it is not enough to help from time to time - constant attention is needed for saving a life.

Context: The video reveals one of the important problems associated with donating funds - its irregularity. Often, people help when they occasionally remember that someone needs help - if they accidentally see an ad, newsletter on the Internet, or hear from friends. Or if they suddenly wake up conscience for a short time. Unfortunately, not many of the people who donate money to help develop the habit of doing it all the time. This video shows that children need help all the time, and not according to the mood of the person helping. After all, if it so happens that today no one will remember the child, he may not see the tomorrow's day.

Film 07

Description: The video reveals four characters to us. What they all have in common is that they
have recently invested in certain things. The nature of their investments is different. The first character is a serious person in appearance. He invested in a startup. The second hero is a young girl who has invested in her beauty. The third character is a young man who celebrated his birthday on a grand scale. These three characters will receive something from their investments: the first character - dividends from investments; a girl - a rich life due to the fact that a wealthy man liked her, and the third - gifts and attention of friends for one evening. The fourth character does not receive anything for himself, but we discover that the child in need of his help receives life.

Context: We all know investing is a forward-looking move. The right choice of where to invest your money will lead to what you want. But is this desired thing important for you indeed? Is it worth spending all the money to just be liked or approved by someone? There are investments, the correctness and importance of which it is impossible to doubt. And this is an investment in life.

Film 08

Description: A laptop appears in the frame, forgotten somewhere on a shelf among various children's things. A voice-over tells its story. This laptop was a birthday present for a child. The joy of the gift lasted a couple of weeks, and then the child forgot about the laptop. A similar story with the next thing - the phone, once the dream of a teenager, crashed a month later, and is no dusted in a drawer. The third thing is a dress, once so desired by a girl, because it was considered fashionable. However, the fashion has passed, and the dress hangs alone. The final words say that, unlike material gifts, there are those that do not lose their value. And the main gift is life.

Any material thing, any gift, no matter how desirable it was, will sooner or later become worthless. Often people, thinking about how to make children happy, think that the most expensive gifts will bring them the greatest happiness. However, it is not truth. All this tends to depreciate. And life never loses its value.

Film 09

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.

Film 10

Description: We made a video that films the phone screen. We show how payment notifications are received from different services. The hero behind the scenes pays for them without hesitation. But when a message from the "Ezgu Amal " foundation appears, the person does not consider this payment important and brushes off the notification. As long as his friends don't tell him about the foundation, he does not understand its importance.
This is how we show that it is important for people not to be left without communication, community services, and new episodes of their favorite TV series. But saving a child's life so he will not die tomorrow without medication is much more important.

Context: In Uzbekistan, the online payment system has been actively developed past years and quickly gained popularity. Now the audience doesn't have to go to physical places to pay for utilities. And the more accessible online payments become, the more willing people are to use them and expand the number of possible services and purchases.
Some payments are made on a one-time basis (for example, ordering equipment) and a person may think several times before spending money on it. And there is a category of services that people pay monthly without hesitation.
When you get an alert at the end of the month to pay for your phone, you always find money, because you can't stay out of touch. The same applies to utility payments, subscriptions to sites with TV series, repayment of loans, and so on. We don't postpone such payments saying "I will pay later", because we realize its importance.

Film 11

Each of us, as a child, thought about what superpower it would be incredibly cool to get. Super speed, the ability to fly, incredible strength, shapeshifting, healing with a single touch of a hand or maybe even laser eyes - everyone choses their own.
We have created a world in which a child has the ability to teleport. In search for help and kind people, our hero moves through time and space. But, unfortunately, he encounters indifference - people who are occupied with themselves and their own affairs.
That is a clear representation of how some families simply cannot give a sick child the world in which they would live, behave and communicate like the rest of peers. The world where these children can play, have fun, run and dream about something more than just not being a regular patient.
We believe that adults, as self-sufficient people, do not need superpowers to help. All they need to do is to make system donations.

Another problem is that Uzbekistan is a country that does not trust charitable foundations. This is supported by speculations that charitable funds in the country are sometimes nothing but frauds.
Even calls for help that are disseminated through popular media figures hardly ever bring the amount necessary for a full treatment. People are afraid to donate money due to mistrust.

But there are two positive aspects. Firstly, Uzbeks are mostly inclined to sympathy and a desire to help. Secondly, the transparency in the distribution of incoming funds and the reporting of the Ezgu Amal fund contributes to the growth of trust in it.

The call to visit to the website contributes to the fact that more people will learn about the existence of the fund, and that over time, trust in charitable foundations as such will increase.

Film 12

Description: The video demonstrates the interaction of people of two different generations - a middle-aged man and a little girl. Presumably, it is either father and daughter, or grandfather and granddaughter. They have a fascinating conversation, carried away by the conversation. At a certain moment, a girl disappears from the frame - the man's face becomes sad. After a while, the man also disappears from the frame.
The insight for the video was the idea that it is sad and unfair if children die before their older family members. It is even more unfair if this is due to the fact that help was not provided on time. Our main goal was to show how quickly time passes, how little of it remains for parents who are faced with the fact that their child was diagnosed with an oncological disease. By influencing the beholder through metaphor, we tried to convey a message.

Context: Families in Uzbekistan are large, you rarely meet a family with less than 2-3 children. As a rule, bond between the older and younger generations is incredibly close — sometimes so much so that even in adulthood, children turn to their parents for important advice, and not to friends or brothers and sisters. Losing a child is always hard and unbearably bitter. But it is especially difficult to be near them, to see what a child with cancer is going through, but to be unable to help. Combining this thought, and also not forgetting how closely the family members are psychologically and mentally connected, we tried to create a video that is able to touch these very strings in the souls of Uzbek people.

Film 13

Description: Humor and cancer are incompatible things by definition. Or not?
We tried to imagine and show a world in which the concept of "cancer" as a disease does not exist at all. The only association that would arise in this case is the animal with claws, as in Russian the words "cancer" and "crayfish" are the same.
A young man of 16 comes to see a doctor. Not suspecting how dangerous the disease is, he repeatedly asks what the name of the disease is. The same is done by other patients who are waiting for their turn for an appointment and wondering what this disease with such a strange name is. Together, they simultaneously arrive at the only possible association.
Naturally, cancer is not funny. The discomfort caused by laughing at oncology is erased later - by the text at the end of the film, which brings the viewer back to reality, stating sad and vital data.

Context: At the moment, the topic of cancer in Uzbekistan is ambiguous. On the one hand, people are not aware of how undeveloped the country's oncological services are, which leads to both the fact that the diagnosis is untimely and often the disease is detected at late stages, and to the fact that further treatment cannot be provided within the country. On the other hand, many people have the misconception that older people are predominantly prone to cancer.
Children with cancer themselves are treated with sympathy, but the desire to help is less - everyone thinks more about how to feed their own children rather than to help to those who are in need.
The realization that any amount is important will lead to an overall improvement in the situation.

Film 14

Children cannot fight cancer alone. The proverb "United we stand, divided we fall" once again emphasizes that it is difficult to do anything alone and it is necessary to act together to save children in need.
Our video highlights the importance of society and everyone's donation to the cancer care children. As is indicated at the very beginning with the heartbeat monitor, on which we figuratively depicted additional indications such as the amount required for treatment and the amount of indifferent people's donation to the grief of the child.
The first donation miraculously revives an already weakened child. In addition, this child acquires the opportunity to continue living and fight for her life. Regardless of how great or small the support of people, each donation helps to get closer to achieving the main goal – to save the lives of little angels. If a child dies because medicine is powerless, it is a tragedy, but when a child dies because there is not enough money for treatment, it is a moral catastrophe for society.
With each donation, the hearts of little angels will beat longer. Children cannot fight cancer alone. Children need us; their lives are in our hands.

Film 15

This short film is about two different families. The first family is full and happy. The parents raise their child in love. They even do not know about any worries. So, they did not expect a question about children who is suffering from cancer. First family is happy enough. So why do they cannot share their love and support with people who need?
The second story is about single mother. The mother was left alone after the death of her child. Everything could have turned out differently if she knew about the existence of the Fund to support children who is suffering from cancer. What if she addressed to the Fund earlier? Her baby boy might have had a chance...
This story is about love, support and care. Two different families. Two different stories. Two kids who deserves a fulfill and healthy life. The money is a boundary that fetter people's needs, desires and even life.

Film 16

In the film, the first part shows a mother and daughter. They are happy in the kitchen. Spend time together. The captions introduce viewers to the child, mother and their dreams. Joy is the main emotion. Music for their mood.
Music, video ends abruptly. The phrase "Nika may die within a month from lycemia" appears on the black screen. Further, phrases appear on a black background that are read very tragically in contrast. The main emotion of the second part is sadness, compassion.
With the appeal "There are no other children, we are a big family - Uzbekistan" We can together save hundreds of our children.
The task is to play on the contrast of emotions. That we will learn about the possible death of the child in the near future and can save him. And not only him.
The cultural characteristics of Uzbekistan is a strong bond with the family. Ancestral heritage is an important topic for the people of Uzbekistan. There are no other children, which means that each child is part of a large family of millions of people. By caring for our children, we can take care of others. But as such, there are no differences between children. They are our children whom we can love equally.
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