Philips

Romania is facing a social crisis, with steadily decreasing natality, demographic decline, and an unwanted top ranking in infant mortality and abortions across the EU. In 2018, Philips Avent, market leader in products for baby and toddlers, needed to tap into new opportunities to secure its decade-long leadership and further increase its share on a shrinking market. Graffiti PR created a brand campaign that regained followers, advocates and consumers by confronting Romanians’ cultural stereotypes regarding parenting.