Labora Creative Laboratory presents…

Aim

To work out and realize social campaign for Russian Public Association of Unlawful Political Repressions Victims to tell about Stalin and the Great Terror events using a plain-for-youth language to provoke a rough wave of discussions of Stalin's political repressions in the society

Idea

Series of viral social prints "Stalin was like..."

The aim of each print is to draw attention of audience to the topic by comparing Stalin with one of the well-known brands (word play method) and to provide a definite historical fact of the Great Terror according to this comparison

Duration: 1 week (2 July 2012-8 July 2012)

Level 1. An online campaign started on the 2nd of July 2012 - on the day of the 75th anniversary of the Great Terror beginning. Starting media that initially published this project was a Facebook-group of a well-known Moscow Magazine "Big City"

Level 2. Several hours later the second part of the campaign was launched: web pages of the well-known editions, such as Snob and "Big city", published special editorial projects devoted to the creation of prints and reflection of opinions of popular social and political figures on the project itself

Result

Social networks: Big City

Level 1. 2 July, morning. "Big city" published works in its Facebook-group

Special project 1: BG.ru

Level 2. On the 2nd of July BG magazine published special project together with International Historical Educational Human Rights and Humanitarian Society "Memorial"

Special project 2: BG.ru 3 july Big City published opinions of famous public intellectuals about this project

Special project 3: Snob.ru Snob community published history of project creation as well as significant audience inquiry made by author of "Stalin“ Ilya Tekhlikidi

Social networks One of the most mass communities VKontakte (>1 million subscribers) «Ads’ Masterpieces» published the work

Vkontakte-community of russian-speaking editorial of Esquire Magazine (>1 million subscribers) published "Stalin"

Internet Digests

The most popular internet-digests Etoday and Besttoday published the prints

Entertainment websites

Great and powerful Dirty also didn’t leave the project

Analytical resources

Including Mnenia the socio-political internet-project…

Online mass media The main informational online mass media of the country Lenta and Newsru published the prints

Online mass media: RIA After three days, this project was among top-3 most talked news in Russian blogosphere on the last week by RIA News

Press

The biggest Russian informational newspaper Metro News placed one of the project prints on the cover of 3rd issue from July 2012

The most fashionable weekly magazine of Moscow Afisha also mentioned this project in issue 325

Video Hostings

Pravda.ru resource published video report about the project in its Youtube channel

Foreign resources One of the biggest world’s informational TV Chanel Russia Today also covered this story in English

Foreign resources

Many popular foreign Internet resources – BlogCritics, UWS, RHR, etc – followed the trend: thus, the project "Stalin was like..." moved outside the country

Co-creation effect

Reflections about "Stalin was like..." of well known internet project Sputnik & Pogrom

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