We’ll help you next!

You are walking through a courtyard and see a fledgling on the asphalt. No one is nearby. Your thoughts race: «Should I take it or not? What should I feed it? Won’t I make things worse?»

You open the search bar and receive ten articles, three contradictory pieces of advice, and an old comment from a forum. But the bird needs a decision now.

We’re making «It’s a bird!»: a media piece and a bot that answers the question, «What should I do right now?»

Media objective

The media’s goal is to help city dwellers interact with birds responsibly: to feed them without causing harm and to provide timely assistance when birds are in distress.

What are we changing?

Reducing the anxiety of «I might make it worse» and replacing chaotic searching with a clear pathway.Our core principle is to provide just enough information to understand the situation and take the next step.

Themes

Segment: Urban residents aged 18–45 (courtyards, windowsills, dachas, walks) who want to help birds but don’t know how.Niche topic: practical guides on feeding and aiding urban birds, including emergency scenarios.

What format?

One situation equals one card with five blocks: what is happening, what to prepare, step-by-step instructions, where mistakes are most common, and how to know if everything is fine.

Card Examples

— What you can and cannot give birds in winter (for example, why bread and salty food are dangerous). — Fledgling on the ground: nestling or a chick that needs help. — Bird struck a window: what to do in the first few minutes. — How to make and maintain a feeder so it doesn’t become a source of illness.

Important: Specific advice in the cards must be cross-referenced with ornithologists or rehabilitation centers. This will become our unique selling proposition (USP).

Competitors and Analysis

Direct

— Russian Bird Protection Union
— Regional Wildlife Rescue Centers
— VK and Telegram communities for bird assistance

We face the same situations and are in the same classrooms, but in their case, there is no unified step-by-step format or urgent scenario.

Indirect

— Merlin Bird ID
— eBird
— Naturalist Bloggers

Competitors' media outlets are also interested in birds and species identification, but their focus is on observation and science, not on action in the moment.

Potential

— Voice assistants and neural search
— Web services and animal welfare organizations with chatbots
— Practical media such as «T—Zh»

They provide quick answers on «what to do,» but they lack specialization in birds and proven scenarios.

Distribution Channel

— Telegram Channel (main): Cards are convenient to save and forward; instructions are needed in the moment. — «Bird in Distress» Bot (service within the channel): Access from the pinned post and from each card for help. — Reels, Shorts, TikTok (acquisition): «3 mistakes when finding a chick» and a link to the Telegram channel and the bot.

Bot flow (one branch per slide): Start → «What happened?» (found a chick / hit a window / injured / flew into a house / other options) → 2–3 clarifying questions → «What to do right now» card → «When to call specialists» + a button with the nearest center’s contacts.

Target Audience

Persona 1. «Found a chick.» Walks through the courtyard, sees a chick, no one nearby. Panic. JTBD: When I find a bird that might need help, I want to know what to do in one minute so I don’t cause harm. What we offer: a bot and a short card.