Charity Project: Strengthen the Strong

Latvian media portal "Delfi" together with the donation portal "Ziedot.lv" is for the 2nd year organising the "Strengthen the strong" charity campaign. To date, € 43,000 has been donated to families with seriously ill children. This year, one of the highlights of the campaign is the 3D style staircase drawn on a wooden ramp to show that parents are capable of doing everything to show their special child that they can fit into mainstream society. Ritums Ivanovs, painter and author of the ramp drawing, says that he is happy to be approached with the idea of a ​​stair drawing on the ramp. "I realised that this is a situation where I can help, because I am aware that offering help is always needed," Ivanovs said.

To highlight and show that everyone can be included in the community, a campaign clip was created with a team of creative professionals.

Two parallel worlds - the ordinary and the special ones - are at the heart of the creative solution of the campaign. One is the ordinary world where people dream of a special, accomplished destiny for themselves and their families. But alongside exist families with the task of a long-term caring for a child, for who the ordinary and sometimes tedious and routine world is actually a hard-to-reach dream that is not easy to say out loud.

In order to convey the essence of the problem to the public, there must be not only a clear purpose but also a form of presentation. That is why a lot of helping hands are involved this year in the Strengthen the Strong project. "There are initiatives that do not have to ask for help, as involvement is self-evident," says Zane Feifa, communications strategist at VUCA Communications. "We believe that charity projects need marketing to accurately convey the nature of the problem (just like brands), to reach out to the public and to have the will to support it. There are a number of groups that are now on the 'invisible' side and it is important for us to make them visible and give them a voice as it leads to discussion, understanding, a change of attitude and an inclusive society."

This year, one of the highlights of the campaign is the 3D style staircase drawn on a wooden ramp to show that parents are capable of doing everything to show their special child that they can fit into mainstream society. Ritums Ivanovs, painter and author of the ramp drawing, says that he is happy to be approached with the idea of a ​​stair drawing on the ramp. "I realised that this is a situation where I can help, because I am aware that offering help is always needed," Ivanovs said.

"Every day, these strong people fight two battles – alone against their own fatigue and in the public eye – for their special child's right to live a normal life. Visiting places where you cannot physically enter nor feel welcome. Doing things you are good at, not because someone allows you to do them,"says Anna Sidorenko, the author of the text. A truly inclusive society can be created not only by adapting the environment to make it accessible, but also by blurring the boundary between the special and the ordinary. It is also highlighted in the campaign with the symbolic blue staircase painting on the ramp.


"This project and the time we spent filming with the great Ketija Karlsone and her son Kurts opened up a curtain to many of us. Because, let's be honest, most of us don't even realize that there are so many people like this around every day really, every day is like a feat, taking care of your loved one," says video producer Elina Dumpe. "Thanks to the project initiators for the idea and inspiration! We are pleased that we have also been able to lay our hands on making our community a little more inclusive and supportive!"

Filming day itself is eventful. You have to set up ramps, cameras, and try to catch the right shot. Although not easy, the hero of the clip, Kurts and his strong shoulder, mom Ketija, hold strong despite autumn rain and wind. 

Delfi thanks the creative team at VUCA Communications, who developed the video idea and found both the main characters and assistants to implement the idea. Thanks also to Riga Riot Films and producer Elina Dumpe, video director Roman Korovin, chief cameraman, artist Ritums Ivanovs for the 3D drawing, BB rental and Robert Vinovsky, Wunderkind Casting and Zane Paegle, animator for Construction ABC Renārs Vilkaušs, "Mute" studio, Oscar Utināns, Mārīte Gaidelei, Deniss Sorogins, Rinalds Zelts, Uldis Tripāns and Matīss Livcans. But most importantly, thank you to the characters in the video Ketija Karlsone and her son Kurts, who show every day that strong families have power!

Photo: Karlis Dambrans, Delfi
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