Homo Sedens Ермолаева Мария
Task
Homo Sedens is a lifestyle popular science project with the goal to study as much as possible factors associated with sedentary life. Key project goals: client’s brand name integration in a recognised educational project; positive brand reputation building as an expert in passive lifestyle issues; brand loyalty growth due to its unique content; market expansion due to actualization of varicose and hemorrhoids problem with the target audience; separation from competitors;
Ideas and solutions
Project Homo Sedens web site was created to promote Detralex® medicine produced by Servier pharmaceutical company. The company designs remedies for hemorrhoids and varicose curation and prevention. As far as those diagnoses are caused by passive lifestyle, the team faces ambitious challenge to analyze the maximum of aspects surrounding modern person routine and affecting our physical activity - from sociocultural trends to technology innovations. The research has been made real thanks to many experts in Health service, IT, psychology , and sociology, as well as designers, artists, urbanists including the mayor of Almetyevsk, the city with widest bicycle infrastructure in Russia, and architects from Zaha Hadid international bureau. From the beginning,the Homo Sedens project, has been mentioned in media such as TimeOut Russia, vc.ru, TJournal, Takie dela, Lenta.ru, RBC. At the moment of applying, 36 articles were written for the project, more than 2000 followers in its Vk.com group, and over 1000 followers of its Telegram channel. The client’s goal was to obtain 120 000 visits from January to August 2019; actual amount of visits from January to July 2019 has surpassed 270 000 visits.
