To create a campaign focused against disinformation as a long-term agenda of the European Commission.
We turned the most beloved Russian character in Slovakia into a symbol of the fight against Russian propaganda.
To create a campaign focused against disinformation as a long-term agenda of the European Commission.
Slovakia experienced communism for a long 40 years. Despite this negative historical experience, as many as 39% of Slovaks believe that the Russian invasion of Ukraine was provoked by the West. Why? Because Russian fairy tales have always been loved in Slovakia.
The most popular Russian fairy tale in Slovakia is undoubtedly Mrazik (Father Frost). Even though it was filmed in 1964, it breaks viewership records every Christmas. Every Slovak knows Nastenka, Mrazik's main character with her distinctively high voice. However, no one had heard from her since. We found her after almost 60 years, and shortly before Christmas, she lent her iconic voice to an important message: don't believe Russian fairy tales.
The European Commission Representation in Slovakia, in line with the principles and position of the European Union, has been fighting hoaxes and disinformation (not only) from the Kremlin for a long time.
The video featuring Darina Chmúrová follows up on a campaign where the European Commission Representation communicated individual hoaxes on social media as Russian fairy tales, creating special covers for fictional books for this purpose.
We therefore decided to use the voice from the most famous Russian fairy tale in Slovakia—Nastenka from Mrazik.
In our commercial, which we launched during the pre-Christmas period, she delivered an important message to people: don't believe fairy tales from the Kremlin; their purpose is not to entertain but to deceive. The video linked to a subpage of the European Commission Representation with instructions on how to distinguish truth from a Russian fairy tale.
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