- Title: RUSSIA: 'Demon Squirrel' anti-alcohol ad becomes internet phenomenon
- Date: 23rd December 2010
- Summary: SOPHIA MALYAVINA, ADVISER TO THE RUSSIAN MINISTER OF PUBLIC HEALTH AND SOCIAL DEVELOPMENT, IN HER OFFICE MALYAVINA'S COMPUTER SCREEN (SOUNDBITE) (Russian) SOPHIA MALYAVINA, ADVISER TO THE RUSSIAN MINISTER OF PUBLIC HEALTH AND SOCIAL DEVELOPMENT, SAYING "First of all it's fun, and our whole campaign from the beginning is built on this positiveness or humour. Because we u
- Embargoed: 7th January 2011 12:00
- Keywords:
- Location: Russian Federation
- Country: Russia
- Topics: Communications,Arts / Culture / Entertainment / Showbiz,Quirky
- Reuters ID: LVA6PDZY0CGLE2BH79C44WTG5B34
- Story Text: Russia attempts to battle the use of alcohol with new and unusual methods - an animated ad on the internet.
Produced by Russia's Ministry of Health, the "Demon Squirrel" animated ad designed to fight alcoholism has had over two million hits on You Tube since launching November 25.
The ad shows a red-eyed squirrel with a severe case of "the shakes," running around an empty room, singing and yelling in an alcohol-induced delirium. The rodent raves about "chasing spiders up the walls" with a friend, who later murders his wife.
At the end of the 56-second animation, the squirrel delivers the line, "Are you on booze yourself?" and then adds, "I'll be seeing you."
The ad, which has rapidly spread in popularity since its online release, created a new buzzword in Russian, "kudyapliki," imaginary creatures the squirrel and his friend want to track down in their drinking binge.
Sophia Malyavina, adviser to the Russian Minister of Public Health and Social Development was part of the team that created the "Demon Squirrel" commercial, and explained the use of humour to get the attention of their audience: young, Russian-speaking internet users.
"First of all it's fun, and our whole campaign from the beginning is built on this positiveness or humour. Because we understand that in Russia terror doesn't work. People just turn [it off]. If it's the television, they just switch the channel, and if it's viral promos, then they don't pass it on, and it doesn't get dispersed. People don't want negativity. They're sick of negativity."
The ad may be funny, but alcoholism in Russia is no laughing matter.
The average Russian drinks 18 litres of pure alcohol per year, and a campaign against alcohol said earlier this year that 3,000 Russians a year die from alcohol poisoning and more than 75,000 from alcohol-related diseases.
Muscovite Anastasiya, at one of the capital city's internet cafes, was doubtful of the effect the "Demon Squirrel" ad would have on Russians' drinking habits.
"Well, I don't really think that something will change in the way people will take it, watching this promo ad. Probably they'll just watch it and forget it, and they'll lead their lives exactly the way they were before, they way it's always been," Anastasiya said.
Another Muscovite at the internet cafe, Mikhail, said people would just think of the ad as funny, but that it wouldn't make them think deeply about the dangers of alcohol abuse.
"The promo isn't sad in and of itself. Maybe the ad carries this meaning: 'don't abuse [alcohol] or the animal will come to you.' But for the majority of people it's funny. This is what is sad. It's sad that people aren't afraid of it. It's not making them think. It's just funny, without any other thought."
Russia's Ministry of Public Health and Social Development aren't the only ones focusing on solving the country's alcohol problems. In September, Moscow banned night-time vodka sales in a drive to improve the health of the city's citizens.
The ban on retail sales of drinks with alcohol content of more than 15 percent between 10 p.m. and 10 a.m., was among a series of tough measures to reduce alcohol abuse ordered last year by President Dmitry Medvedev as part of a fight to slow Russia's persistent population decline. He called alcoholism a "national disaster" that undermines public health and hampers the economy.
The ban, which brought Moscow in line with several other Russian regions, was aimed at curbing alcohol abuse, youth drinking and crime.
Alcoholism continues to be a plague on Russian society. The British Medical Journal recently estimated that half of all deaths in Russia between 15 and 54 were alcohol-related. - Copyright Holder: REUTERS
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