In partnership with the Romanian Center of European Politics, we launched WeCanSeeYou.ro [in Romanian, 'VaVedem.ro'], a new communication channel between citizens and their representatives.

It’s a platform that crowdfunds the money to buy geo-targeted Facebook, Instagram and Google ads on the Parliament’s building, where the Romanian lawmakers go to work every day.

The ads carried the protester’s messages and could be seen by anyone surfing the web inside the building during working hours: in the parliamentary offices, in the assembly and even in the toilets.

(1) CROWDFUDNDING SOCIAL MEDIA & DIGITAL ADS.

We launched the website WeCanSeeYou.ro, where people could enter and donate money online to buy targeted ads for the Parliament officials. Here, they could pick from a list of suggestions the message they want to send and also they could make their own message suggestions as well.

(2) DELIVERING THE ADS TO THE POLITICIANS.

As we wanted the politicians to be assaulted with messages coming from the protesters, we set the campaign with no frequency capping (of high frequency capping) on the digital platforms with the highest usage: Facebook Ads, Instagram Ads, Google Search, Google Display Network.

TIMELINE

The platform was launched on December 7th, a few days after the justice law was put into discussion in the Parliament.

The platform is still running, sending ads to the members of the Parliament, with a bigger weight when the justice laws are discussed.

The initiative gathered, in just one month, enough money to buy geo-targeted ads for a year.

We delivered over 500,000 media impressions in the targeted area, got tons of media attention and started a lively Facebook community around it.

https://www.facebook.com/NoiVaVedem/

But, most importantly, it’s still keeping up the pressure. We followed the law wherever it was talked about and delivered the Romanians’ messages in the European Parliament, at the European Commission and at the Superior Council of Magistracy.

TARGET AUDIENCE

Everybody working in The House of the Parliaments - the officials and their teams as well. Everybody in the building had to hear the voice of the people in the streets and constantly feel the pressure of the public requests.

RELEVANCE TO SOCIAL PLATFORM

(1) We knew that there is one place where the Parliament officials could not escape: their workplace, aka The House of the Parliament.

(2) Here, they not only make the laws of this country, but they also scroll down on social media & news feeds to see what's going on.

(3) And we also knew that the digital ads platforms can deliver geo-targeted ads on this location.

MESSAGE

We just wanted to let them know what people in the streets think & feel about them changing the justice laws, with the constant reminder: ”WE CAN SEE YOU”.

SITUATION

Romania is one of the most corrupt countries in Europe, but it is making great progress in the fight against corruption. Last year alone over 100 high ranking officials were convicted. Unfortunately, the Socialist Party now in power wants to roll back those justice reforms.

It all started with an emergency decree stealthily issued by the government late one January night, decriminalizing certain corruption charges, curbing the prosecutors’ powers and freeing corruption convicts from jail.

Fortunately, it didn’t go unnoticed. 600,000 Romanians took to the streets in the largest protest in history, carrying the message ‘We can see you’. The decree had to be cancelled.

BRIEF

Help protesters amplify their public pressure every day, for as long as they wanted to be heard by the politicians.

OBJECTIVES

Make politicians feel the pressure of the people in the streets every day.