In order to reduce the school dropout among the disadvantaged children, the Romanian Red Cross and MullenLowe launched a campaign to encourage the redirection of 2 percent from the income taxes towards this social cause.
„We all know that Romania is has one of the highest rates of pupils giving up school in Europe. Still, we don’t talk enough about the reasons that generate this sad statistics,” said Ioan Silviu Lefter, general director of the Romanian Red Cross.
When it comes to the needy children and about their impossibility to go to school, the first thing we think about are the school materials and the clothes, objects that represent a financial challenge even for a family with medium incomes. However, we tend to forget that before anything else, children need a lunch, something their parents sometimes cannot afford.
„For sure any of us has an amusing story about how we were skipping classes that seemed to us, at that time, of astronomic importance. But I don’t know how many of us have ever thought about the children that are missing their classes on a daily basis, against their will. (…) In order to maximize the message we highlighted the contrast that is created between the regular children and the disadvantaged ones,” said Alina Balan, client service director of MullenLowe.
The campaign’s mix included radio, online, print and social media.
Moreover, the campaign got the support of Iuliana Tudor, the Romanian Red Cross Ambassador.
The MullenLowe team that worked on this campaign includes: Alin Marghidanu (Group Creative Director), Miruna Dumitrescu (Copywriter), Victor Oprisan (Group Creative Director), Daniel Oprea (Art Director), Alina Balan (Client Service Director) and Ionela Tatu (Account Manager).