The document summarizes a social media campaign launched by Labora Creative Laboratory called "Stalin was like..." which aimed to raise awareness about Stalin's political repressions during the Great Terror in a youth-friendly way. The campaign involved publishing viral social media posts comparing Stalin to well-known brands to draw attention to historical facts from the period. It was launched on various social networks and websites and garnered significant engagement and discussion online in Russia and internationally.

1. Labora Creative Laboratory presents…

2. 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

3. 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

11. Result

12. Social networks: Big City
Level 1. 2 July, morning. "Big city" published works in its Facebook-group

13. 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"

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

15. 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

16. Social networks
Vkontakte-community of russian-speaking One of the most mass communities
editorial of Esquire Magazine (>1 million VKontakte (>1 million subscribers)
subscribers) published "Stalin" «Ads’ Masterpieces» published the work

17. Internet Digests
The most popular internet-digests Etoday and Besttoday published the prints

18. Entertainment websites
Great and powerful Dirty also didn’t leave the project

19. Analytical resources
Including Mnenia the socio-political internet-project…

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

21. 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

22. 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

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

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

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

26. Co-creation effect
Reflections about "Stalin was like..." of well known internet project Sputnik & Pogrom

27. Ads resources

28. Thank you for your attention