CONTEXT:
PROBLEM
According to EUROSTAT, 39% of children in Romania live at risk of poverty and social exclusion, with many of them lacking access to adequate food.
SOLUTION
"The Table of Patience" campaign, launched by the Regina Maria Social Innovations Foundation, was created to provide warm meals to children in need. The initiative focuses on tackling this challenge, aiming to provide financial resources to children from the foundation's center, equivalent of 22.000 hot meals. We organised a media stunt in which an actor, playing the role of a waiter, transformed the typical waiting time for a restaurant meal into the same prolonged period that a child from an underprivileged area usually waits for a warm meal.
Beside the media stunt, we also created a radio spot that emphasised the absurdity of the situation, highlighting how children in disadvantaged areas have to wait up to two days for a warm meal.
RESULTS
The impact of our campaign has reached a wide audience.
with the following results so far:
50.000 EUR in earned media
417% Increase in virtual card adoption
15% Monthly increase in donations
9.000 Warm meals
