| Title | MY ANSWER IS NO |
| Brand | ACTIVE WATCH ROMANIA |
| Product/Service | PUBLIC SPEECH RESPONSIBILITY CAMPAIGN |
| Category |
C01. Use of Digital in a PR campaign |
|
Entrant Company
|
FCB BUCHAREST, ROMANIA
|
|
Advertising Agency
|
FCB BUCHAREST, ROMANIA
|
Credits
| Colo Nelu |
Fcb Bucharest |
Digital Punk |
| Corina Coman |
Fcb Bucharest |
PR Director |
| Patricia Biea |
Fcb Bucharest |
Copywriter |
| Claudiu Dobrita |
Fcb Bucharest |
Creative Director |
| Marian Csosz |
Fcb Bucharest |
Agency Producer |
The Campaign
A red button hosted on www.delamineaiunnu.ro, on Facebook, personal websites and blogs, placed in public squares and cafes and even on Romanians’ mobile phones became the slap in the face aimed against hate speech produced by public figures.
The Brief
Tell everyone that intolerance is no longer tolerated.
Execution
Massive awareness, extensive earned media, more than 10000 votes on the website in less than two weeks, one head of the Senate, one State Secretary, two famous cartoon characters, tens of rockstars and public figures, hundred of activists, thousands of Romanians have stood up and shared the message during the month of the campaign that intolerance is no longer being tolerated.
On the hard note, the aforementioned TV star lost her job as a columnist with prestigious ELLE magazine and the National Audiovisual Council started an enquiry on the topic of public bullying in media, which ended in a 300.000 Euro fine for the perpetrator.
But it doesn’t end here. For this to really stop we need a change in the education system, preaching values like tolerance, respect, pluralism and humanity to the audience of tomorrow. That is why, together with the Ministry of Education, we are developing an alternative learning program focused on these values, designed for gymnasium children that will complete the official curricula starting next year.
The Strategy
A red button hosted on www.delamineaiunnu.ro, on Facebook, personal websites and blogs, placed in public squares and cafes and even on Romanians’ mobile phones became the slap in the face aimed against hate speech produced by public figures.