Title	GREEN ENDORSEMENT
Brand	"PLANTAM FAPTE BUNE IN ROMANIA" NGO
Product/Service	GREEN ENDORSEMENT
Category	A08. Charities, Public Health & Safety, Public Awareness Messages
Entrant	PUBLICIS ROMANIA Bucharest, ROMANIA
Idea Creation	PUBLICIS ROMANIA Bucharest, ROMANIA
PR	PUBLICIS ROMANIA Bucharest, ROMANIA
Production	PUBLICIS ROMANIA Bucharest, ROMANIA

Name	Company	Position
Jorg Riommi	Publicis Romania	Chief Creative Officer
Mihnea Gheorghiu	Publicis Romania	Group Creative Officer
Florin Padurean	Publicis Romania	Art Director
Laur Raboj	Publicis Romania	Copywriter
Raluca Iacob	Publicis Romania	Head of Strategy
Ana Chreih	Publicis Romania	Client Service Manager
Dragos Musat	Publicis Romania	Producer
Andreea Grigorean	Publicis Romania	PR Officer
Raluca Cojocaru	Publicis Romania	PR Executive
Bogdan Jugureanu	Studioset	Senior Editor

The Campaign

We wanted to prove to young people that their professional future is directly connected to nature’s future. The solution was to create Green Endorsement - the certificate that makes volunteering for reforestation count when applying for a job. We first got some of the largest employers in Romania to recognise the certificate in resumes, then we launched Green Endorsement on the biggest professional networks and job portals in the country. Once the initiative was out there, other huge employers also started recognising Green Endorsement in resumes.

Campaign Success

First, we convinced a few of the biggest employers in Romania to recognise the Green Endorsement certificate in the resumes of youngsters when applying for any position. Thus, we created a real motivation for young people to get involved. To promote the initiative, we created an online clip addressing youngsters, then we launched Green Endorsement on the biggest professional networks and job platforms and Romania. We got the support of the Romanian HR Club, and got to present the project in front of hundreds of HR directors nationwide. Next, we got the support of the Ministry of Environment. More and more companies (of different sizes and from the largest cities) are now officially recognising Green Endorsement.

Describe the success of the promotion with both client and consumer including some quantifiable results

Until now, the 34 largest employers in Romania officially recognise Green Endorsement. We had 520% more volunteers in April 2016 than the entire of 2015. That's enough volunteer capacity to plant 1.000.000 trees in November 2016. The Ministry of Environment plans to make Green Endorsement mandatory to all ministry employees. When we launched it, we had 200.000 Euros earned media, with 0 Euros spent. With no further costs needed to maintain the campaign, more and more companies keep joining in and the number of volunteers grows exponentially.

Explain why the method of promotion was most relevant to the product or service

Romania has the lowest volunteering rate in Europe, yet the highest need for reforestation. In order to activate more volunteers amongst the younger target, we created Green Endorsement, the first volunteering certificate that is officially recognised by the largest and most desirable employers in Romania. This way, we showed career-hungry youngsters that their professional future is just as important as nature’s future. And, just for the first reforestation session of 2016, we got 520% more volunteers than the entire previous year. The number of volunteers grows exponentially, as more and more companies recognise Green Endorsement.

We had to make this attractive for both youngsters and companies that constantly hire new blood. On one hand, we helped younger people understand that their professional future and nature’s future are directly connected and just as important. And, on the other hand, we helped companies realise that a person who volunteers meets some of the qualities and qualifications of a brilliant employee: proactivity, self-management and interest in helping the environment.