Title	DONT LET THEM KILL THE TRILL
Brand	SOR (ROMANIAN ORNITHOLOGICAL SOCIETY)
Product/Service	INITIATIVE FOR CHANGING THE ROMANIAN HUNTING LAW
Category	F02. Response/Real-Time Activity (incl. Crowdsourcing)
Entrant Company	JAZZ COMMUNICATION Bucharest, ROMANIA
Advertising Agency	JAZZ COMMUNICATION Bucharest, ROMANIA
Production Company	FACTOR Bucharest, ROMANIA

Name	Company	Position
Valentin Suciu	Jazz Communication	Creative Director
Andreea Ghenoiu	Jazz Communication	Creative Group Head
Raluca Matei	Jazz Communication	Art Director
Mario Niculae	Jazz Communication	Typographer
Irina Pencea	Jazz Communication	Strategy Director
Eliza Rogalski	Rogalski/Damaschin PR	PR Director
Andreea Ilie		Soprano
Tudor Mircea		DOP Lighting Cameraman
Andrei Tatu	Film Factor	Sound Design Arrangement

Creative Execution

With zero media budget, we placed Don’t let them Kill the Trill video on Youtube and sent the link to the media. The film spread online, being posted, the same day, by the most important online platform in Romania – Hotnews. It eventually landed on the most important TV station in Romania, during prime time news. The video redirected people on the website where they could sign the petition against the law. We continued, online, with the Trillfie (trill + selfie). Various artists joined the cause and donated songs inspired by the songbirds, inviting their fans to sign the petition.

In 30 days of campaign with 0 budget, we managed to put enough public pressure on politicians to call the Romanian Ornithological Society to negotations. The Hunting Law changed according to ornithologists' requests. The law protects now endangered songbirds species. A national symbol, the lark, is now safe. Other results: every hour, 12 Romanians signed the petition over 640.000 Euro earned media 7 out 18 million Romanian adults exposed to the message over 300.000 views of the video on Hotnews platform, in 2 days 293.000 listings on Facebook the campaign featured in BBC Wildlife (UK) and in La Reppublica (Italy)

2015. The Romanian Parliament prepared a new hunting law, allowing hunters to massively kill songbirds. The most menaced species by this law: the lark, a Romanian music symbol that has been inspiring generations of Romanian composers and singers. We had only 30 days and zero budget until politicians would meet to sign the new law. Together with the Romanian Ornithological Society, we gave songbirds a strong voice, the voice of those who have always been inspired by them: Romanian singers’ voice. We’ve started the campaign Don't let them Kill the Trill with a video in which a well known opera singer is shot while trilling. The video spread on all medias. We’ve continued with various artists who donated songs inspired by the lark to the cause. The entire mix triggered an immediate emotional response from journalists and Romanians in general, the lark being a loved, national symbol.