THE IDEA:

A 24/7 SOLIDARITY DEMONSTRATION

To raise awareness we wanted to transport the hospitals' reality to somewhere it can't be ignored. So we placed an empty hospital chair behind the window of an down-town gallery and invited Romania to a solidarity gesture, while live-streaming everything: occupy the chair 24/7 until the money is raised.

A CAMPAIGN CREATED TOGETHER WITH PEOPLE

To encourage people to become part of this campaign by donating and subscribing to sit on the chair, we invited influencers to donate their time and help spread the message. Together with actors, singers, bloggers and other public figures in Romania, we created an online video about these parents' struggle and how they became welded to the chair that nobody wants to sit on.

IMPLEMENTATION: In a famous gallery in Bucharest we recreated the atmosphere of a hospital room, placing an empty chair next to a bed. The ensemble was visible from the street and to make it stand out even more, on the outside we placed a display that would update in real time the amount donated. What happened in the interior of the gallery, was live-streamed 24/7 on Youtube for everyone to acknowledge it.

TIMELINE: 23 days on the chair, until the money were raised.

Between 3-26 November 2017, people changed shifts relentlessly, encouraging more and more to participate. With the help of 636 people, the chair remained occupied day and night, making it the biggest solidarity gesture ever seen in Romania.

60 public figures and influencers, from different areas joined the campaign and sat on the chair next to common people, redefining the meaning of togetherness beyond age, status or religion.

IMPACT:

The campaign changed the SMS donation campaigns benchmark in Romania by raising the biggest amount of money in a record period of time. A shelter able to accommodate 30.000 people a year will soon open and others are to be built.

Target: 200.000 euros

Raised: 500.000 euros in 3 weeks and 1.000.000 euros by now & counting

RESPONSE:

2.000 people registered to take a seat

240.000 reactions in social media

IMPRESSIONS: 35 million

200 different news on TV, online and radio, 10% TV prime time news with a minimum length of 3 minutes and a 15 minutes TV story, within the social show with the highest audience in Romania.

BEHAVIOUR CHANGE:

Engaging people not only to donate (1 in 10.000 SMS is a donation in Romania) but to give their own time and be the campaign.

AWARENESS:

2.000.000 online video views

66% organic reach of total Romanian Facebook population