"What is the strength in, nurseman?" Balabanov's film inspired vaccination advertising

In the metropolitan subway, posters were hung with an appeal to vaccinate, saying "What is the strength, nurse?" A series of posters, developed by the Blacklight creative communications agency in cooperation with the Moscow Department of Transport, appeared in carriages, lobbies and station platforms.

One of them contains the inscription “- What is the strength in, nurseman? - In the vaccine!", Thereby referring passengers to the cult film "the Brother" directed by Alexey Balabanov. Other posters include the slogan "Add antibody to the body," and passengers on them are accompanied by a ghostly silhouette - an image of protection against COVID-19. In addition, the posters have a link to mos.ru/privivka, where you can sign up for vaccinations.

While trains with such posters run along the Sokolnicheskaya, Zamoskvoretskaya, Kaluzhsko-Rizhskaya and Lyublinsko-Dmitrovskaya lines, and from August 5 they can be seen in the cars of the new generation of Moscow-2020 trains.

Press Secretary of the Transport Complex Alyona Yeryomina comments on this initiative as follows: “Health is the most important thing, and now it is extremely important to get vaccinated - not only your life depends on it, but also the lives of your family and friends. Therefore, we continue to urge Muscovites to get vaccinated. It is also very important to continue wearing masks in transport - this is a recommendation of doctors and a show of respect for each other".

The idea to make one of the characters of the new posters an Antibody that will embrace, support and protect people from the severe course of the disease, explains the author of the project Kristina Yeghiazaryan:

“The prefix“ anti ”expresses some hostility - we tried to create a positive image around the immunization process. I would like to convey to people of different ages that it is important to take care of yourself, your loved ones and get vaccinated..."