In Romania Guerrilla is more than a radio station. It's an icon of anti-mainstream culture, a symbol of authentic values (culture, education, beauty, etc). It’s the ONLY RADIO in Romania with alternative music, good music & smart talk-shows whereas ALL the other radio stations are all the same, promoting questionable music, shows & values.

A while before starting this campaign, we realised that many Romanians had lost their sense of civility, their willingness to treat one another with mutual respect. Daily life examples are countless.

Since a campaign was needed, we did a ‘brand-value campaign’ based on social responsibility and moral values. We ironically identified 'specimens' - individuals who defy common sense and public decency and presented them as if on Discovery Channel. People reacted instantly. The campaign peaked when we actually published The Atlas Of Urban Rudeness, a bestseller at 2009's National Book Fair.

As a starting point, we realised many Romanians lost their politeness, civil sense, responsibility to adapt and live nicely with the ones that surround them. Each of us has an example that bothers us every day: people speaking on the phone during movies at cinema, people not cleaning after eating at work, etc. Our campaign ironically identified specimens of that specie (people who defy good sense and behavior).

We first introduced these specimens to the people in a print campaign, consisting in 6 prints.

After giving these examples, we asked people to recount us on radio their real-life stories with them “meeting a specimen’ & to propose on our website ‘other specimens’ as we wanted people to start talking about the rudeness issue upfront instead of shushing it.

We consecutively launched a small TV campaign on a partner channel, where we presented the specimens like on Discovery Channel.

- 8 to 10 people were allowed daily to tell their story on the radio; we had around 500 live stories about rude behavior in the 2 month campaign- the site traffic more than doubled: from an average of 4.500 unique visitors per month to an average of 9500 unique visitors per month during our campaign - 1,500 proposals of new specimens were received on site;due to this huge interest & reaction we published and sold ‘The Atlas of Urban Grossness’ (with 30 specimens); the atlas itself became a bestseller at Bookfest (the annual national fair of books) - around 60,000 Euro of free media were obtained [over 200 bloggers sustained the campaign; 60 corporate sites promoted freely the idea (from psychology magazines,football newspapers to cultural ones; all dailies and TV shows talked about it; 2 media companies freely offered us screens in 3 cities, to run the spots