In Romania, hospitals can’t provide shelter for the parents of children under treatment. Sleeping on a chair next to a hospital bed is the only alternative these parents have to watch over their children.
The Outcome: The biggest solidarity campaign in Romania that has started with an online video and brought together 115.000 people, out of whom 636 sat 24/7 on a chair, until the needed money were raised. Over 500,000 € raised for the construction of The Parents’ Home near the biggest oncological centre in Romania.
For people to understand these parents we needed to tell their tragic story: from not having where to wash, eat, sleep to holding everything on the inside and fighting not to cry in front of their child.
The chair became the tool to convince people to donate. We started with a 24/7 activation inviting people to permanently occupy a chair placed in a gallery window, until the money is raised. The call to occupy the chair was launched in a touching online video, telling the story of the chair.
Experiential advertisement created by Jazz, Romania for Magichome, within the category: Public Interest, NGO.
Creative Directors: Valentin Suciu, Andreea Ghenoiu
Art Directors: Roxana Cozaru, Raluca Matei
Copywriters: Miruna Dumitrescu, Alina Varlanuta
Photographer: Andreea Goia
Additional Credits: RogalskiDamaschin PR, Saga Film, Irina Pencea, Alecsandra Roman, Georgiana Rotaru