Title | JUNE 1ST PUBLIC HOLIDAY |
Brand | ITSY BITSY |
Product/Service | ITSY BITSY |
Category |
B02. Public Affairs & Lobbying |
Entrant
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GMP ADVERTISING Bucharest, ROMANIA
|
Idea Creation
|
GMP ADVERTISING Bucharest, ROMANIA
|
Credits
Mihai Gongu |
GMP Advertising |
Executive Creative Director |
Alexandra Mihus |
GMP Advertising |
Senior Account Manager |
Dana Pascu |
GMP Advertising |
Head of Strategy |
Bogdan Raileanu |
GMP Advertising |
Group Creative Director |
Razvan Raicu |
GMP Advertising |
Senior Art Director |
Bogdan Stanciu |
Go Studio |
Head of Design |
Valentin Nastase |
GMP Advertising |
Senior Graphic Designer |
Cristina Butunoi |
GMP Advertising |
PR Director |
Ileana Neamtu |
Point Public Affairs |
Executive Partner |
Raluca Constantin |
Point Public Affairs |
Public Affairs Consultant |
Andreea Bujor |
Point Public Affairs |
Researcher |
Ioana Manoiu |
GMP PR |
Managing Partner |
Daniela Spiridonescu |
GMP PR |
Senior PR Executive |
Alexandra Olivotto |
GMP PR |
Brand Journalist |
Olivia Basag |
GMP Advertising |
Co Executive Creative Director |
Matei Curtasu |
GMP Advertising |
Co Executive Creative Director |
Felix Tataru |
GMP Advertising |
President |
The Campaign
Itsy Bitsy, the only Romanian radio dedicated to parents and children, launched a brave campaign which aims to fundamentally change the relationship of Romanian parents with their kids. Most parents don’t believe in the importance of their children’s emotional health, so we campaigned for more time between children and their parents. Our goal was turning Children’s Day into Children’s and Parent’s Day and make it a public holiday. To make it even bigger, we wanted to bring the June 1st spirit every day.
Execution
Step 1. Bring a new healthcare issue in the mainstream media.
Step 2. Have specialists talk about the importance of emotional health and quality time spent between parents and children.
Step 3. Declare June 1st – Children's Day – as a Public Holiday celebrated by all Romanians.
Step 4. Develop an ongoing educational campaign that would run PSAs for years to come in TV & Radio, reminding all parents to spend quality time with their children.
The results of the Itsy Bitsy campaign were achieved with a lot of volunteering and benevolence.
With a budget of only 3,000 euros (used only for the production of the print and billboard materials), after 9 months of intensive campaigning, the following additional results were born:
Over 450 articles in the printed press and online & 35 TV news. 11,144,587 people in the target group were reached by the educational messages of the campaign, according to BRAT-SNA.
90% of the mainstream media of general interest diseminated or broadcasted news and features about a subject considered to be a niche „emotional health of the children”
The National Audio-Visual Council voted for a message about the importance of parent-child quality time to be broadcast on all TV and radio stations during the usual commercial breaks: "For the emotional health of your child, spend as much time as you can with him".
The Situation
Itsy Bitsy, the only Romanian radio dedicated to parents and children, launches a brave campaign which aims to fundamentally change the relationship of Romanian parents with their kids and offer them their own national public holiday. After 180 days of low-budget campaign, this radio station influences politicians to vote the 1st of June as first public holiday in the EU dedicated to children.
The Strategy
Despite the antagonistic market conditions, Radio Itsy Bitsy was ambitiously set to get closer to the Romanian parents all at once. And it wanted to do this by fighting for a cause in their name, one that can have to power to literally unite parents with children: spending more quality time together. And to make things even clearer, Itsy Bitsy wanted to turn the 1st of June into a symbol of parent-child togetherness by making the State declare it a bank holiday!