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SAFE THE RAP
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BRIEF

Raise public awareness of rap cancellation

DECISION

Concerts of rap singers are prohibited throughout Russia, some of them are even detained. It's all about their lyrics, which the city authorities don't like. So, if we can replace the original phrases with cute and safe words, the reason for the conflict will disappear!

We've handpicked popular tracks containing "dangerous" phrases and come up with over 100 cute and safe substitutions.

We wrote a program that synchronizes with the audio editor: it drowns out the desired fragment of the song, and instead of the original text, it reproduces the safe, synthesized by a computer voice.

RESULTS

- Non-commercial project created in 3 days and with a budget of $ 500

- More than 6,000 visitors in the first hours after the announcement

- More than 20 publications in federal media, total final coverage

- More than 2,000,000 contacts

- Concert cancellations stopped