Over than 12 years Warm House Foundation (Tyoply Dom Foundation) has been helping low-income dysfunctional families from Saint-Petersburg. At the same time, the Fund rarely told about itself, because of focusing on the primary mission — supports families and children. On the other side, it leads to limiting fundraising opportunities. Together with the Fund, we made a brand enhancement ad campaign, which put "Warm House" and the problems that affect the majority of Russian mothers with small children on the agenda. Our challenge was to demonstrate without tediousness how criticism depletes mothers of their strength, and support, on the contrary, gives mums power.