It should be the exact 27 times bigger copy of the KNELLA Rucksack produced by the company IKEA. In its side pocket there was supposed to be a special container which was designed to collect the school belongings for disabled children from poor families.

Parameters of rucksack: 12m * 9m * 5m. It took more than 400 meters of cloth, 1600 cord? was used to make straps. The rucksack was making during two weeks and was installed in front of shopping centre main entrance. The magnificent sizes of this rucksack allowed “MEGA Adygeya-Kuban” call it the Biggest Rucksack in the world and it was registered in Book of Guinness World Records. It was done officially by Seida Gamichi, the official judge of Book of Guinness World Records. While making this rucksack we were trying to underline the importance of a purpose that this rucksack was serving for. The magnificent size of a rucksack attracted everybody’s attention and became the main point for collecting the stationary and making the personal charitable contribution. A special container which was designed in one of the side pockets kept the school belongings for disabled children from poor families.

Goal 1. PR coverage - 1 min people. The result is more than 2,5 min people viewed. Plus 6668 Instagram publications, 3 news on TV, 23 releases in Internet portals, about 20 posts in social networks - VK.com, facebook.com, Twitter. Goal 2. Amount of participants - 1000 people. The result is 1233 people. More than 250 poor families with disabled children received the support. Goal 3. Index “Shopping Centre MEGA Adygea-Kuban is proactive in social responsibility & very sensitive to the needs of nearby residents (e. g. charity activities, children support, support to families, disabled people, local initiatives)” – 50%. The result – 63% (measured by Integrated Research, MAR Consult, October, 2015).