Centrul FILIA - Bills of Contraception

CONTEXT:

Women in Romania can access a generous list of public health rights and benefits. On paper.
In reality, free contraception initiatives are dodged, kept in drawers, never truly funded.
A decade of unkept promises.

So, to help pass a necessary contraception bill, we fought for money with money, using a powerful, local tool: the 20 lei banknote.

The only bill in Romania’s modern history with a women’s figure, war hero Ecaterina Teodoroiu,
was launched on National Day in 2021 to celebrate all women and their merits. But its circulation was so restricted that people can swear it doesn’t exist even 4 years later.

‘Just like there is no money WITH women, there is no money FOR women’ actress Ilinca Manolache stated in our manifest video.

Together with The Coalition for Gender Equality, we printed our own version of the 20 lei bill that was distributed nation-wide through family planning cabinets and the largest healthcare network.

Not for spending, but to give people a voice towards this unjustice. Every scan became a symbolic signature lawmakers couldn’t ignore. Our 20 lei reached women senators who brought up the plan for debate once again, making the free contraception bill a legal priority.

Echipa agentiei
Executive Creative Director: Roxana Nita
Senior Copywriter: Luca Costea
Head of Art: Ana-Ramona Tanasa
Group Account Director: Catalina Biro
Managing Director: Roxana Tampau
Managing Partner: Roxana Memetea
Head of Strategy: Luciana Cucoanes
Head of Development: Denisa Dumitrescu

Echipa casei de productie
Director: Hypno (Bogdan Moldoveanu)
DOP: Alexandru Dorobantu
Offline editor & sound designer: Vlad Coman
Online editor & versioning: Denisa Marin
Compositor AE: Alexandru Oae
Grade: Andu Radu (Abator)
Production Manager: Adrian Smeu
Post Production Sup: Alexandra David

Actrita: Ilinca Manolache
Ilustrator: Alexandru Nimurad
Parteneri comunicare: Regina Maria, Porter Novelli, Media Investment, Innovaty

Echipa clientului
Andrada Cilibiu - Centrul FILIA



DDB Romania

DDB Romania este agentia de creatie membra The Group. The Group este lider al industriei de comunicare din Romania si include agentii specializate in servicii de creatie, media, digital, branding, relatii publice,... vezi detalii »

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