In Georgia, the Law prohibits selling bladed weapons to under-age children, but the Law is not fulfilled. We needed to raise awareness about this problem among society and the Government. The campaign consisted of the viral video, followed by the petition link, demanding imposing strict laws. Afterwards, we put the instruments (main material of the campaign) on the main avenue of Tbilisi in front of one of the oldest and biggest schools, where people directly signed the petition and experienced the “sound of indifference”.

For the first time in Georgia, a social problem was communicated by creative agency’s independent will.

The violence rate among Georgian teenagers is getting considerably high year by year. This is encouraged by bladed weapons being easily accessible to everyone, due to low selling prices and widespread distribution in urban areas. In Tbilisi, there are about 50 shops situated in places where the traffic of school-aged children is the highest.

According to the official statistics, in the last three years:

* More than 540 bladed weapons have been recovered from Tbilisi schools

* About 80 people have been killed by bladed weapons, out of which 10 were teenagers.

Society and the Government have shown indifference towards this alarming problem.

The campaign had two objectives:

1. Raising awareness about the accessibility of bladed weapons.

2. Forcing the Government to make changes to the Law - making bladed weapons accessible only in specialized stores and prohibiting selling them to the under-aged.

We believe in the force of creativity and in order to send an alarming wake-up call to the society and the Government, we managed to create the sound of indifference.

Every citizen of Tbilisi walks past the points that sell bladed weapons with absolutely no reaction. In the same way, we pay no attention to the song, popular among many generations and still being taught in kindergartens. The song, with cheerful and jingly melody and lyrics teach us: “if somebody says something bad about you, let his heart be torn by knife”. By connecting these two points (crime and song lyrics), which vividly presents the inactivity of our society and Government, we showed people how their apathy sounds. We highlighted the inactivity of our society and the Government, by connecting these two points (crime and song lyrics) and for the first time, made everyone hear the voices of their indifference.

The data was collected from the official statistics of the Ministry of Internal Affairs of Georgia. We went on a field research as well – by exploring all districts of Tbilisi and walking through the streets, marking every point that sells bladed weapons. In addition, we conducted an online research to gather insights from teenagers, which stated that 90% of them have seen bladed weapons at their schools at least once.

More than half of Georgia’s population lives in the capital and the official statistics about teenage violence include data only about Tbilisi. Therefore, we targeted people living there. By raising awareness and creating a viral campaign demanding the changes in the law, our main goal was to make the Government act accordingly.

Creative approach to solving the problem was awarded with the free media from all the big TV stations and e-media in Georgia.

We carried out an experiment: we asked teenagers to buy bladed weapons in the streets of Tbilisi under our supervision. As a result, within a couple of hours, they purchased almost 100 items (knives, electroshock weapons and other sharp objects) without any obstacles.

The bladed weapons, bought within experiment were used to create an eleven-instrument “orchestra”, which involved sound engineers and other experts, working hard for three months in order to obtain the precise and well-crafted sound.

Facebook was our primary media, as long as its penetration is 70% in urban population and it was the right place for evoking public discussion.

After 1 week, the video content was activated in real life as a “Museum of Indifference”, letting people directly interact and sign the petition, which was followed by earned TV coverage, e-media and user generated content.

The campaign earned 100% free media - all the mainstream media channels, including TV and digital broadcasters, covered the campaign. Thousands of Georgians (including dozens of influencers) signed the petition and shared the campaign video on their social media accounts, encouraging people to step up and sign up for the change. Within the first 2 days of the campaign, the Government officials contacted the agency and discussed the topic, promising coherent changes to the law.

The major Georgian brands joined the initiative by signing the petition and demonstrating their support on their Facebook pages.

The hearts of more than a million people have been touched, making them to mirror their indifference.

Three months after launching campaign, the Prime Minister of Georgia publicly announced that after the request from civil society, (meaning our campaign), the Government will soon adopt a new Law on selling bladed weapons in the streets of Georgia.

We talk about tragedies and tragic events only after they happen, despite the fact that the cause of those tragedies are in front of all of us every day. When the tragedies happen, for a short time we demand changes online, without any further actions, we stay inert in real life.

Everyone, living in Tbilisi walks past the points that sell bladed weapons and have absolutely no reaction. In the same way, we pay no attention to the song, popular among many generations and still being taught in kindergartens. The song, whose cheerful and jingly melody and lyrics teach us: “if somebody says something bad about you, let his heart be torn by knife”. By connecting these two points (crime and song lyrics), which vividly presents the inactivity of our society and Government, we created the sound of indifference and showed people how their apathy sounds.