Each year, 500 new cases of childhood cancer are diagnosed in Romania. Another 5.000 children are already undergoing treatment. Unfortunately, pediatric cancers can only be treated in a handful of specialist clinics scattered throughout the country, often far from the children’s homes.
One of the most affected patients in Romania are children suffering of cancer due to a poor health sector with no appropriate conditions for the little ones and with no involvement from authorities. The unfortunate consequence of this reality is that, in Romania, one of two children suffering of cancer is dying, while in Europe, 80% of those affected will eventually survive the disease.
Since 2015, Vocational Romania became the national platform used by OMV Petrom to advocate for a better vocational education (VET) in Romania. While advocating for change, we came to realize that VET PUPILS, the most significant recipients of the change, are a silent mass of youngsters that is neither consulted nor accounted. Lacking representativity, is hard for pupils to address decision makers and ask them to initiate VET improvement. Vocational Students League was born to act as a representative group for VET pupils, that will produce a systemic and relevant change for vocational education but also improve craftsmen reputation. We choose Buzau, as a pilot county, to test the approach but also to prove #itcanbedone.
Two years ago, OMV Petrom looked for a solution to address a three-fold issue: on one hand, the company had an ageing workforce, with lack of skilled craftsmen affecting long term performance. On the other hand, with operations in 300+ communities, the company needed to create job alternatives to prevent mono-industrialism.
On March 21st a woman uploaded a picture on Facebook showing a discolored chicken from Agricola after putting it in saline marinade, accusing the brand that it uses artificial colorants to make the chicken look better. The Facebook post had been shared 27,000 times in 12 hours, sparking negative comments as many angry people said we are poisoning them with artificial chemicals. The crisis was over after 48 hours after it began by communicating to our Facebook fan base the official reports from authorities that didn’t find anything wrong with the chicken meat. It was perfectly fine!
With more than 100 years legacy in continuously innovating and developing new razors for a comfortable shave, Gillette was about to introduce in Romania a totally new product that targeted men with highly sensitive skin during shaving. This time, the product came with only two blades and a unique innovation – SkinGuard technology. In order to avoid confusion among consumers who have already been used with innovations around the precision blades, we set the main product benefit at the core of our launch campaign.
Earlier this year, Mastercard debuted its sonic brand identity, a comprehensive sound architecture that is aiming to reshape the paying experience. To introduce their new MOGO – musical logo to the public, the brand chose Electric Castle, Romania’s most famous music festival. But Mastercard’s DNA is priceless for everybody, and not everybody is at a music festival. We’re talking about the deaf community. In Romania, they are usually overlooked and have a hard time finding public events they can attend.
In an industry with high employee turnover, McDonald’s wanted to give its crew a confidence boost. Teamwork and good spirit are business drivers in hospitality business, so we sat down with the Operational and HR teams to design a program that would drive employee collaboration and also help increase sales.
Romanians love, dream, spend a lot on food… but they never „digest” money lessons. Rogalski Damaschin PR decided to put on their tables financial appetizers for a healthy life, and opened Money Bistro. The first video series about financial education was created for Raiffeisen Bank at the end of 2018, and reached up to 10,000,000 Romanians.
In 2017, CITR Group understood that saving the companies from bankruptcy and restoring them into the economic circuit is not enough. They had to address the stigma that entrepreneurs are facing when confronted with difficulties. We launched a corporate communication platform called “Second Chance”, in order to generate empathy towards entrepreneurs in distress and promote the Group’s expertise.
In 2018, Lidl was moving to new headquarters, a high-class building in terms of sustainability standards (Breeam Oustanding standard). At the same time, Lidl was in a process of transforming the leadership principles, the values, and the organizational culture. The new office building became the voice of Lidl as a brand, as an employer, as an innovator, all within the context of sustainability.
In January 2016, our client Mastercard had a project in the global launch pipeline through which it sought to empower consumers to make high-value purchases while at the same time manage their budget in a smart way – Mastercard Instalments.
The case study of Raiffeisen Bank’s “Together for 20 years” campaign – PR Awards Gold winner in 2017, for the “internal communication” category – is a detailed description of a complex and integrated internal communication campaign, that offers a valuable resource of know-how to all those interested, communication professionals as well as academia.
Designed as a flexible, integrated communication campaign, “I Vote for Health” used a diversified mix of communication to bring to the public attention both rational and emotional arguments, reflecting the vital need for rehabilitation of the Romanian healthcare system, marked by numerous shortcomings with a major impact on the population.
The small publisher PressOne wanted to reach a much larger audience while changing Romanian society for the better and to influence the Romanian society mentality.
The small publisher PressOne wanted to reach a much larger audience while changing Romanian society for the better and to influence the Romanian society mentality.
The small publisher PressOne wanted to reach a much larger audience while changing Romanian society for the better and to influence the Romanian society mentality.
The small publisher PressOne wanted to reach a much larger audience while changing Romanian society for the better and to influence the Romanian society mentality.
How do you transform something you cannot see, hardly understand even by specialists, in a relevant communication topic for your brand? Even more, follow-up on a successful campaign, which clearly showed what technology could do in a surgery room? You go further and experience some more with technology. More precisely, create the most detailed 3D model of a heart from Romania, then a human size reproduction of a heart intervention by using an advanced automatic virtual environment system, and get the most detailed & fully digital representation of how a heart intervention is actually done.
The small publisher PressOne wanted to reach a much larger audience while changing Romanian society for the better and to influence the Romanian society mentality.
Self-diagnose often leads to self-medication, perpetuating a self-destructive behavior, so we wanted to educate and encourage a preventive health behavior by launching a challenge, with only one possible answer: a doctor’s education and experience cannot, under no circumstance, be replaced by online search.
In 2017, Rompetrol has been faced with a series of negative articles that had no connection whatsoever with the company`s current activities. Old case files from the time of the previous owner, Dinu Patriciu, as well as two asset seizure actions, affected the image of the company. Most articles were published without the company`s position on the matter, and positive articles had low visibility.
With this campaign, ENEL and SOR have managed a premiere at European level: the first mobile application dedicated to a citizen science project aiming at implementing a stork census. Enel showed deep involvement in the welfare of the community and environment protection as it contributed both to securing the stork nests placed on electric poles thus protecting the storks from the danger of electrocution and to insuring proper function of the electric grid. The initiative has rapidly found its enthusiasts, and in the month while the pilot project was implemented, more than 8.000 storks have been identified.
Personal cars in Romania represent over 80% of passenger traffic and electric vehicles are still less than 1% of the total number of cars in Bucharest – there are still important limitations when it comes to the high costs of these cars as well as the fast charging infrastructure available – as a result, extremely few people have access to such cars. We saw that as an opportunity to launch Uber Green in Romania, a fully electric ridesharing service, first as a pilot that would then be developed in partnership with authorities and carmakers. Sharing the road to a greener future.
After several years with only few communication initiatives implemented, Pantene, one of the most loved beauty brands in the world, had a single-digit market share on the local market. P&G needed to take quick action to change the situation.
For the launch of new Lenor range, Inspired by Nature, we used a mix of media event, influencer communication and consumer activations, but what we did differently was we built the entire campaign around an established fashion event. Instead of doing an owned event, we adapted Lenor to Fashion Week infrastructure which allowed us to have the same level exposure as any other runway show.
There is a famous saying in our office whenever we meet a hurdle in our day-to-day collaboration: “stop the pressure, we’ll find a solution, it’s not like we’re doing brain surgery”. This project gave us the possibility to actually say that yes, we, the PR team, are also “doing” brain surgery. Our challenge: how do we use technology to establish a national breakthrough in field of health/medicine? Our answer: Broadcast a brain surgery, live in 360-degree virtual reality.
At the end of 2017 a sequel to one of the most popular Romanian films (Moromeții – 1987) was announced to be launched in November 2018 under the title Moromeții 2 /The Moromete Family: On the Edge of Time. Screen adaptation of one of the most famous Romanian novels, the movie follows the life of Moromete family after World War II, with Romania being overpowered by Communism.
There is a famous saying in our office whenever we meet a hurdle in our day-to-day collaboration: “stop the pressure, we’ll find a solution, it’s not like we’re doing brain surgery”. This project gave us the possibility to actually say that yes, we, the PR team, are also “doing” brain surgery. Our challenge: how do we use technology to establish a national breakthrough in field of health/medicine? Our answer: Broadcast a brain surgery, live in 360-degree virtual reality.
With this campaign, ENEL and SOR have managed a premiere at European level: the first mobile application dedicated to a citizen science project aiming at implementing a stork census. Enel showed deep involvement in the welfare of the community and environment protection as it contributed both to securing the stork nests placed on electric poles thus protecting the storks from the danger of electrocution and to insuring proper function of the electric grid. The initiative has rapidly found its enthusiasts, and in the month while the pilot project was implemented, more than 8.000 storks have been identified.
NIVEA MEN, Romanian market leaders on most male care categories, were launching a brand-new product in late 2017: the first NIVEA MEN beard oil.
According to studies, most women find men’s facial hair attractive and feel it projects a masculine vibe. Men with beards are perceived to be more confident, generous and sincere. The beard trend seemed to be here to stay – so instead of convincing men to shave, NIVEA MEN came with an alternative.
A study initiated by the National Institute for Cultural Research and Information in 2018 shows that Romanians’ participation in cultural events such as classical music is only 13% throughout the country. The remaining 87% of Romanians admit that they have never been to a classical music event.
In 2015, ING was searching for a solution to help the industry grow sustainably, to support local businesses in the early stages of their development. They approached Impact Hub Bucharest – an organization deeply rooted in the entrepreneurial ecosystem – to help transform this idea into reality.
As part of their global vision, JYSK is the proud sponsor of the National Paralympics Committee. The agencies job was to promote this sponsorship in a creative and relevant manner.
In 2018, domestic consumers disposed of 1800 cubic meters of non-permitted waste in the sewage system.
Apa Nova took the responsibility to educate consumers into responsible sewage use.
The campaign launched in June 2019 with a series of three TVCs centered around three types of waste which are frequently thrown in the sewer: hair, oil and condoms.
Young people are the faces of the future, but communicating with a young audience is never easy – especially when it’s summer and the only thing that’s on their minds is having fun. So we needed to speak their language, use their tools, get their heroes on board and, most importantly, take the battle on their turf. While some considered their age an issue when it comes to taking responsibility, we actually saw it as a great opportunity to grow their genuine activist mindset towards greater common causes, like the care for communities or for the environment.
NGO Act for Tomorrow is constantly preoccupied to promote social responsibility and educate people on bettering their life quality in a way that preserves resources. A 2019 study on consumer behavior showed that we frequently wear on average only 20 of our clothes. Sounds wasteful, right? At the same time, textile waste is the 2nd biggest pollution source on the planet, while in Romania textile recycling infrastructure is a highly debated topic in the Chamber of Commerce and Industry.
Two years ago, OMV Petrom looked for a solution to address a three-fold issue: on one hand, the company had an ageing workforce, with lack of skilled craftsmen affecting long term performance. On the other hand, with operations in 300+ communities, the company needed to create job alternatives to prevent mono-industrialism.
On the night of September 4, 2017 Romania was losing against Montenegro and missed the qualification to the 2018 World Cup. Yet another failure, as the last time we qualified for a World Cup was with Hagi leading the way for us at the 1998 (!) Coupe du Monde in France.
So, Gillette decided to team up with the Romanian Football Federation not as a sponsor of the National Team, but more as a supporter of the future of football in Romania.
Purcari Wineries is a Moldova-based company which, in late 2017, decided to list on the Bucharest Stock Exchange (BVB) through an initial public offering (IPO). Although a well-established enterprise with renowned brands in the Republic of Moldova and market leader in Romania on the premium segment, the corporate media presence of the company was limited.
UniCredit Bank Romania designed a shared value program to address a business opportunity – an asset for brand differentiation& economic value. How? Through a platform supporting one of Europe’s fastest growing – but sadly one of Romania’s most undervalued sectors – the Cultural and Creative Industries.
The story of Oltenia’s Marathon (OM) began seven years ago, as a social responsibility initiative of CEZ Group in Romania. After noticing that the event is an opportunity for the participants to reunite with old friends and competitors, we set the concept for the 2019 edition in 2019 to strengthen the connection with the entire community formed around it – employees, participants, partners.
On February 2017, MSD Romania, one of the most important pharmaceutical companies in our country and the producer of the anti-HPV vaccine, decided to launch an educational campaign on the topic of cervical cancer and other HPV related diseases. While the need for education on this topic was immediate, the subject was highly sensitive due to the one of the biggest immunization campaign failures in our country which was implemented in 2008 by the Health Ministry.
The opening of the fifth Lidl logistics center in Romania (a key point in the company’s long-term business and expansion strategy) represented a real challenge: our client needed to hire, in just three months, approximately 150 new colleagues both in the warehouse and in the administrative teams. Taking into consideration that 1 in 5 Romanians works abroad, and Romania is on the second place, after Syria, at annual emigration, it seemed at first an impossible mission.
Romania holds the last place in Europe by the number of blood donors: only 1.7% of Romanians donate blood, almost 10 times less than the Danes. The first half of 2019 was marked by an acute lack of blood: in the first quarter of this year, at the Blood Transfusion Center in Bucharest, the largest blood transfusion center in the country, registered 1,100 fewer donors than in the same period of 2018, while the need for current blood remains double. In this context, the morning show of ROCK FM – Morning Glory with Răzvan Exarhu initiated a campaign encouraging people to donate blood, constant and voluntary, in partnership with the blood Transfusion center of Bucharest and Donorium, an application that makes blood donation We started the campaign from the insight that people donate blood when they are triggered by an inner resort. That resort would be, in our case, the music. Music that can change the world, because music can change people, as artist Bono said.
Each year, 500 new cases of childhood cancer are diagnosed in Romania. Another 5.000 children are already undergoing treatment. Unfortunately, pediatric cancers can only be treated in a handful of specialist clinics scattered throughout the country, often far from the children’s homes.
Each year, 500 new cases of childhood cancer are diagnosed in Romania. Another 5.000 children are already undergoing treatment. Unfortunately, pediatric cancers can only be treated in a handful of specialist clinics scattered throughout the country, often far from the children’s homes.
Each year, 500 new cases of childhood cancer are diagnosed in Romania. Another 5.000 children are already undergoing treatment. Unfortunately, pediatric cancers can only be treated in a handful of specialist clinics scattered throughout the country, often far from the children’s homes.
Each year, 500 new cases of childhood cancer are diagnosed in Romania. Another 5.000 children are already undergoing treatment. Unfortunately, pediatric cancers can only be treated in a handful of specialist clinics scattered throughout the country, often far from the children’s homes.
Online risks and dangers often have a human face and they can not be prevented with just a cybersecurity software. As a tech company, Bitdefender studies human behavior in online to try to predict product trends and to act on all fronts, educating the audience and giving them the right tools for protection.
Communications Director – Fabric, Home, Baby and Fem Care – South East Europe at Procter & Gamble
