Social advertising
Aid for Women and Children Crisis Center

On request of the Aid for Family and Children Crisis Center, the Studio developed a PR project for drawing the public attention to the issue of violence against women.

Every year more than 30 thousand women are subjected to physical violence. This problem is actually not regulated at the legislative level.
Crisis Center, which is a budget-funded organization under the jurisdiction of the Department of Labor and Social Protection of Population of the Moscow Government, helps victims of violence, conducts preventive work among young people and provides psychological and material assistance to the victims.

Upon the Center’s request we developed and implemented a PR initiative called MPD-fighting.

We’d detected a problem of girls’ and women’s inability to protect themselves, due to the feeling of hopelessness in situations of violence that deprives a victim of the willpower for self-defense. Girls in Russia traditionally are brought up in the spirit of inequality, and from an early age girls are convinced that they are weak, and when girls are hurt, they just are unable to hit back. Therefore, at a time of the attack girls just fall into a stupor and cannot escape. They are subconsciously not ready to defend themselves.

To solve the problem, we decided to use a most popular social trend — selfie culture. A selfie-stick became a familiar attribute of many women, especially young women, who constantly make selfies, and so, a selfie-stick is almost always at hand. We decided that it can even be used as a tool of self-defense. Together with M-PROFI sports club we organized a special training course in self-defense with selfie sticks — MPD-fighting, to attract the attention of girls.

The Studio’s designers developed the project’s visual identity, and our PR-department arranged a two-hour presentation (a master class) of the new trend in martial arts with the participation of leading media. For the presentation, more than 20 media outlets were accredited, including 10 TV channels. Two TV channels invited an instructor at a live demonstration of the master class.

The initiative, with zero budget, gained huge public response. MPD-fighting was covered by major Russian and international media: ZDN, the BBC, the Daily Mail, the Mirror, METRO, «Rossiyskaya Gazeta», «Izvestia»,, «First TV Channel», «RainTV», «Pyatnitsa TV», «REN TV», «MIR TV», «Pyatiy TV», «Podmoskoviye 360» et al. The course in self-defense with a selfie-stick was widely discussed on the social networks, too.


Креативный директор: 
Evgeniy Charskiy
Lubov Pavlova
Petr Farbey
Dmitry Izotov
Dmitry Izotov
Nikolay Piskurev
Технический дизайн: 
Rodion Dyomochkin
Daria Lapshina
Elizaveta Petrova
Монтаж и графика: 
Maxim Oridoroga
Dmitry Morozov

Charsky studio thanks for the help in realization of the project: the trainer in combat sports Taymuraz Dudayev, Managing M-PROFI center Alexander Chernikov, a consultant for combat sports Sergei Musabekov, an independent PR-consultant Roman Maslennikov, Alice Kurbatov, Zarina Kudakovu, Natalia Korotin, Sophia Kulkov, Peter Komlev, Yuri Bessonova, Kirsan Dobershteyna.