By driving a social change, you need two important ingredients: a relevant cause and the right context to communicate.

Nesu Foundation was the relevant cause. After his accident, Nesu remained trapped in a wheelchair, but he didn't give up and continued to fight for offering a normal life to impaired kids, becoming a public icon of courage and hope.

The right context was given by Steaua' performance that brought a lot of fans and their coins at the stadium.

The beauty of the idea consists in its simplicity: people can donate money they are obligated to throw anyway.

After 3 matches played at home more than 35,000 coins raised from a total of 70,000 spectators.

Moreover, our campaign transformed the unobserved process of wasting coins into a real media story. The idea reached 6 million Romanians and become a hot topic in social media and blogosphere, among celebrities and mass media, generating 300.000 Euros earned media value with 0 investment.

As a result, the media story generated a bigger social story: The same method of saving coins from being wasted was replicated by another important football club in Romania so a whole new method of fundraising was born.