UrBC, Yekaterinburg, January 17, 2017. My Vmeste Charity Fund and the telecommunications provider MegaFon Ural carried out a social service campaign to collect 30m RUR for terminally ill children by mid-December. This is 9m RUR more than in the year 2015, MegaFon’s press service reports.

‘A special video created by Voskhod Advertising Agency proved the key feature in drawing the public’s attention to the kids’ problems. The video both moved the general viewers and impressed adverting community professionals, as the clip won three important awards: PORA!2016 Social Service Announcement Prize (silver), Russia’s Art Directors Club Prize (bronze), and Idea National Advertising Festival Prize (silver),’ the press service says.

‘The video shows a six-year-old boy coming home from somewhere. He’s aided by a piglet who helps the child pass through the unfamiliar, complicated labyrinths on their way so that the boy can get safely into his bed at home. This trip, however, is just a sweet, happy dream of a child who is actually in hospital, and the piglet is, in fact, his piggy bank. The video serves to remind the viewers that some children desperately need money to stay alive,’ MegaFon says.