The European Union has urged Romania to adopt a few justice laws to fight against the corrupted politicians that are still in office today.

In the previous regime that ended in 2016, Romania has made lots of efforts in supporting the justice laws and managed to send to jail lots of the wrong doers. The public opinion supported these measures.

But, the new socialist regime wants to help its party members (already in jail) to escape, so they are trying to adopt changes that would take Romania back with 20 years, putting the country in a marginal position in EU.

The Romanian Center of European Politics is fighting along with the citizens in defending the laws of justice.

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

It’s a platform that crowdfunds the money to buy geotargeted Facebook and Google ads on the Parliament’s building.

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.

IMPLEMENTATION & PLACEMENT

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 during the periods when the justice laws are re-discussed.

The initiative gathered, in just one month, enough money to buy geotargeted 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:

The Parliament officials & their teams.

We knew that there is one place where the Parliament officials could not escape: their workplace, aka The House of the Parliament. And we also knew that the digital ads platforms can deliver geotargeted ads on this location.

Everybody in the building had to hear the voice of the people in the streets.

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”.

CRPE: THE NGO MISSION

The Romanian Center of European Politics (CRPE) is fighting along with the citizens in defending the laws of justice, trying to help Romania stay aligned to European values.

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.