Description

In Kazakhstan, by law, everyone who has lost a limb is entitled to a prosthesis. But it's only cosmetic — that is, lacking functionality and crudely concealing the lost limb. And only after going through numerous commissions. To have a chance at a functional prosthesis, one must go through even more commissions and the stairs to reach them.

Idea: This situation inspired the creation of a provocative campaign, a pseudo-reality show titled «Stairs». This show, presented as the world’s first, would require participants with limb loss to navigate a series of metaphorical stairs to win a modern prosthesis. It's very realistic but looks inhumane, doesn't it?

Realisation: When we announced the show, the public reaction was very strong: thousands of comments, the media, bloggers, and activists criticized what they perceived as the show's insensitivity, and the public actively engaged with government officials on social media. We revealed that «Stairs» was not an actual show but a metaphor for the real obstacles faced by amputees. Yet, revealing «Stairs» as a metaphor for amputees' real struggles shifted public sentiment to support, garnering media attention and positive engagement.

As a result, the campaign: involved public figures, obtained media coverage in several countries, became a key topic of concern in Kazakhstan in February, and led to partnerships and commercial brand support for the foundation.

Credits

TDI GROUP CA (Holding Wunder/TDI)
digital agency Wunder

creative director Cheley Artyom
creative director Miranovich Vladimir
art director Androsov Vladimir
pr manager Shynar Zhanibekova
senior copywriter Piatrouskaya Tacciana
client service director Violetta Diubkina
Yulia Davydchyck - CEO TDI Central Asia
Lidia Shimko - account manager

director Dmitrii Bilyk
operator Maksim Mitrofanov
setup manager Filiz Kilinch