Category: Public Health & Safety, Pubic Awareness Messages
Advertiser: A.A.C.A.R. HORIA MOTOI
Product/Service: AUTISM CHARITY
Agency: SAATCHI & SAATCHI ROMANIA
Creative Director: Johan Ohlson (Saatchi & Saatchi Romania)
Creative Group Head: Laura Iane (Saatchi & Saatchi Romania)
Senior Copywriter: Marius Tianu (Saatchi & Saatchi Romania)
Copywriter: Andrei Nica (Saatchi & Saatchi Romania)
Art Director: Bogdan Vintila (Saatchi & Saatchi Romania)
Art Director: Vlad Giogu (Saatchi & Saatchi Romania)
Junior Copywriter: Loredana Barla (Saatchi & Saatchi Romania)
Group Account Director: Carmen Barda (Saatchi & Saatchi Romania)
BTL Senior Account Manager: Ioana Hurdubelea (Saatchi & Saatchi Romania)
Corporate Communication Coordinator: Corina Pisc (Saatchi & Saatchi Romania)
Business Unit Director: Ramona Tcaciuc Dumitru
Social Media Manager: Denisia Aghiorghitoaie
Media placement: TV - Pro TV - News 07 - 02 April 2012
Media placement: unconventional event - Iron City - folk concert - 04 April 2012
Media placement: unconventional event - Control - indie band concert - 07 April 2012
Media placement: TV - Dolce - Football match: FC Brasov - Concordia Chiajna - 09 April 2012
Media placement: TV - ProTv - Football match: Gaz Metan Medias- Dinamo - 12 April 2012
Media placement: unconventional event - Teatrul Odeon - theater play - 12 April 2012
Media placement: TV - Digi1 - Football match: Sportul Studentesc - Astra Ploiesti - 14 April 2012
Media placement: TV - Digi1 - Football match: Rapid - Vointa Sibiu - 15 April 2012
Media placement: press - Ziarul Ring - cover page - 19 April 2012
Media placement: unconventional event - The Chopper Academy - 20 bikers with Tshirts - 19 April 2012
Describe the objective of the promotion.
The first objective was to create awareness for one of the most effective therapeutic techniques called ABA - 'Applied Behaviour Analysis' – used in fighting autism. The second one: to stress the fact that the parents of an autistic child are as deeply affected by the developmental disorder of the child as the child itself.
Describe how the promotion developed from concept to implementation.
The overall campaign’s strategy relied on the fact that the repetition is the main learning tool used for helping autistic children overcome their impaired social interaction and communication. That is why we asked some of the most important media channels – TV, radio, and press – to get involved. The idea: to repeat several times part of their usual message only to deliver the campaign message at the end: 'the parents of an autistic child repeat thousands of time a word until the child understand it'.
Explain why the method of promotion was most relevant to the product or service.
The starting point of the strategy is the core idea of ABA Therapy: REPETITION. Autistic children have to repeat a word or a phrase thousands of times before understanding it. Which means the parents have to repeat it also thousands of times. So, the learning tool became the campaign sustaining mechanism: repetition. Romanians found out that one of the most effective technic used for dealing with the social problems of an autistic child is ABA and also about the inherent hardships a parent has to face.
Describe the success of the promotion with both client and consumer including some quantifiable results.
Paid media: Zero.
Earned media: over €100,000 in a matter of days.
Media Reach:
• 1 out of 6 Romanians heard about it,
• Over 3m people through TV,
• About 1.5m people through Press,
• Over 1m people through Radio,
• Over 500,000 online users on sites & blogs.
Media Coverage:
• 5 TV stations
• 3 major radio stations,
• 13 newspapers, including 2 covers
Unconventional coverage:
• 7 Football Teams played cup & league games
• Major theatre actress Maia Morgenstern acted on stage.
• Folk Frate’s concert,
• The Amsterdams’ concert,
• MC Chopper Academy riding the streets of Bucharest.