As the only radio station dedicated to children and parents, Itsy Bitsy FM has been offering its audience countless stories, theatre plays, talk-shows and songs. But we realized no content can bring more joy to a child than time with Mom and Dad. So, we thought of offering all children in Romania the ultimate content: more physical time with their parents, every year, forever. By turning June 1st, Children’s Day, into an official public holiday. Politicians, however, have a busy agenda and the emotional wellbeing of children is hardly regarded as an urgent issue. We needed a lateral solution to create huge buzz around our cause in the media and thus bring the subject of quality family time at the top of the public agenda. We dared thus to create a piece of alternative news that would influence the decision makers.

We started by setting up an action group to roll out the cause together Itsy Bitsy FM. The Smart Parents Association, the National Authority for Children’s Rights and Adoption, KOLs, VIPs, and psychologists all came together and elaborated the content, informed and counselled the parents and acted as ambassadors in the mass-media.We offered a communication channel through the website, where our team of experts answered all the questions asked by parents and the media. The campaign was launched with a press conference focusing on solutions for the ATCP Syndrome. On Itsy Bitsy FM we aired dedicated content to help parents be more involved in their children’s lives. We also launched “The Ten Commandments of the Modern Parent”, a series of 10 practical recommendations for spending a more qualitative time with your child.

-On October 16th, the Parliament voted the first public holiday in the EU dedicated to children;

-On November 21st, the Romanian President promulgated the law;

-15.3 million PR impressions across print, TV and online;

-Tens of celebrities supported the “June 1st Public Holiday” cause and generated content on the dedicated Facebook page;

-The Media Watchdog ordered all TV and radio stations to run PSAs encouraging parents to spend more time with their kids every day;

-90% of mainstream media broadcasted news and editorial content related to what was considered a niche subject before the campaign: the emotional wellbeing of children;

-180 parents, children and KOLs visited the Parliament and stated their support for the cause in front of the MPs and the media;

-Over 4k visitors on www.sindromatcp.ro in the first couple of days and over 2k emails sent to our specialists;