Lina — a personalized robot for the youth project Ахметова Регина
Task
Young people in the remote regions of Russia don’t see how they can realize their professional potential in the media sphere. The field employers report a big amount of underqualified young practitioners but don’t help them to grow and get experience. The first-ever media ecosystem «D-Dline» fixed things and assumed the education process of young media professionals. Our task was to form a new vision of «D-Dline» on social media to engage young changemakers to the project.
Ideas and solutions
We created Lina – a personalized social media robot. «D-Dline» Instagram and Twitter pages were run as if they were Lina’s personal accounts. She challenged the participants to prove they are worth something as professionals. Lina served as a friend that loves sarcasm and always makes participants act and get their expertise proven. Moreover, Lina was present at offline events as well: she invited participants for lunch via voice messages, wished them to have a good day and reminded about deadlines. She became a live embodiment of the project and a constant reminder that humanity is not eternal. We got a positive response from the audience through differentiating the project from other similar ones in our region. The applications and test assignments were of good quality and participants were extremely interested in finishing successfully. 89% of the «D-Dline» participants made it to the finals while only 65% of participants of other regional projects showed the same commitment. This personalization helped us to establish a brand of the project. We brought it to the wider audience, and Lina became a local sweetheart.
