The same sign: billboards remind Muscovites of kindness and care
Moscow has launched a creative social campaign designed to remind Muscovites of the importance of basic human values - love, mutual understanding and caring for loved ones.
On billboards, posters and other similar installations throughout Moscow, as well as on popular blogging platforms and telegram channels, residents of the capital will be able to see short supportive phrases, aphorisms and imperatives.
The authors of the project note: "We want to remind you of the most basic emotional needs that make our life better - love, care, empathy, warmth. Positive emotions can change life for the better in a way that no household or material conditions can. This applies to both career and relationships with others."
The new social campaign is one of the collaborations of the social media account "This is a Sign", which appeared in January 2021, and has been actively acquiring subscribers since then. The project is led by Arslan Ibragimov from St. Petersburg, a graduate of the Architectural Institute, who is fond of music production and sound design, writes arrangements and tracks for various artists.
"This is a sign" reminds the foreign account @werenotreallystrangers: Arslan does not hide or deny that he adopted the concept from its authors, transferring it to the Runet. But subscribers didn't have any problems with perception: "People all over the world have the same problems regardless of where they live," says Arslan. The author of posts with psychotherapeutic signs has long noticed an increase in the number of creators in the Instagram space, including in the CIS countries, and they are able to inspire no less than overseas accounts with millions of subscribers.
When isolation covered the world, users of social networks began to shoot examples of "successful success", operating with common life hacks from various time management gurus, and many felt the serious pressure of such optimism. While some of the inhabitants of the Internet published stories with banana bread and home yoga and Pilates practice, the other part suffered from depressive and anxious thoughts. Arslan also took this fact into account when he thought over his project.
"I also understood that people have a certain request to see messages more often, signs, roughly speaking, with the meaning: "Don't worry, everything is fine. It's all right. In any case, in the long run everything will be great, everything is fine with you. You don't need to compare yourself with anyone. You don't need to read the news if it upsets you." And the puzzle has developed. I had a clear understanding of the audience's request and a clear understanding of the visual language, that is, in what style it can be implemented."
Arslan says that he receives dozens of messages every day from people who admit that Instagram signs helped them cope with anxiety or motivated them to do something.
He himself was motivated by the phrase "Everything will change when you stop waiting." She gave him a new impulse in a moment of despair, when Arslan thought that "no miracles will happen." Realizing this statement, he started the project "This is a sign".
Many of the projects that have started in social networks sooner or later come to such a form of creativity as collaboration: that is, joint cooperation with other projects, brands and media. "This is a sign" is no exception. Despite his youth, he has already attracted the attention of other creative teams.
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