Public Awareness Campaigns

Bringing to the public’s attention the importance of providing better educational opportunities for Romania’s poorest children is an integral part of OvidiuRo’s long-term strategy for increasing these children’s educational attainment rates.

ovid-slide-campanie-sms

Schimbă-le povestea! 2020

The “Change their Story!” campaign, launched at the American International Film Festival (AIFF), aims to highlight the importance of all children’s access to quality early education and to provide the necessary funds to provide books to preschool children.

Detalii..

“Pay it Forward” Campaign 2017-2020

“A child with a book is a promise to the future”
First Book social enterprise, Washington DC

“The single most important activity for building knowledge for their eventual success in reading is reading aloud to children.” 1985 Report by the National Commission on Reading

The ”Pay it forward” TV campaign aims at raising awareness and money to give books and literacy the power they can have to reduce the gap between the poor and the more fortunate. Pay it forward! Send CARTE via SMS to 8844! is the message that is being aired on the Romanian TV stations, with the support of our long-term partners: Chainsaw Europe, and Zenith România.

On 15 May, 2019, OvidiuRo, in partnership with Asociația Reality Check, launched an awareness campaign to inform public authorities, teachers & parents about the importance of early education for all children, and of ”The Fiecare Copil în Grădiniță Law”. By the end of July, the 30-second TV spot was aired around 3000 times on 24 TV stations. Like OvidiuRo’s previous public awareness campaigns, this one was made possible by the generosity of individuals and media companies that donate their time, talent and resources: Tom Wilson, Doru Pușcasu, Chainsaw Europe, and Zenith România. OvidiuRo and Reality Check continued with a 2nd TV spot in 2019, aired during September and October, that encouraged poor parents to apply for ”The Fiecare Copil în Grădiniță Law”.

But getting poor children to attend gradinita regularly is only the first of the many necessary steps. In the previous years, as we helped local authorities and school staff translate the law into practice and register as many disadvantaged children in kindergarten, we were struck by the sheer absence of the most basic infrastructure for literacy in poor communities – especially the lack of children’s books and teaching materials in kindergartens.

Building an infrastructure for literacy in poor rural communities has become our main focus. Why? Because “a child with a book is a promise to the future”

“Day by Day in Preschool” 2016

“To create and sustain meaningful policies and practices requires more than technical solutions and an engaged profession. It also requires public constituency and mobilization.” O’Day & Smith, P. 345

The 2016 National TV & radio campaign encouraged poor parents to send their children to kindergarten every day and notified them of the FCG national program. The TVC features children who benefited from the FCG pilot program. We consider them to be the best promoters of the benefits of quality early education in poor rural areas.

The 2016 public awareness campaign was a collaborative effort involving talented and generous individuals, supporting companies and partner media outlets:

  • Tom Wilson: direction of TV
  • Doru Pușcașu: TVC copywriting
  • Cătălin Măruță: public endorsement on the ‘La Măruță’ show and prime-time ProTV News
  • Chainsaw Europe: editing of TV & radio spots
  • Zenith Media: pro bono air space
  • 30+ TV channels & 7 radio channels
  • Print ads and editorial content courtesy of BIZ, Sapte Seri, GETT’s, Adevarul, etc.

“Without education, dreams vanish” 2015

The 2015 public awareness campaign was a major collaborative effort involving a wide range of:

Talented individuals:

  • Marcel Iureș: narration of audio and video spots
  • Tom Wilson: direction of TV & radio spots
  • Cătălin Măruță: public endorsement on the ‘La Măruță’ show and prime-time ProTV News

Sponsoring companies:

  • Dedeman: outdoor media billboards in 100 locations, nationally
  • Carrefour: in-store promotion and advertising in 28 hypermarkets
  • Chainsaw Europe: editing of TV & radio spots
  • Edenred: over 700,000 flyers promoting the SMS

Media Outlets:

  • Zenith Media: pro bono air space
  • 30+ TV channels & 7 radio channels
  • Print ads and editorial content courtesy of Forbes, BIZ, Sapte Seri, GETT’s, Hotnews, Nine O’Clock, Business Review, Gazeta de Sud, Monitorul Expres, ColumnaTV, Urbankid.ro, Totuldespremame.ro
  •  Social media (e.g. the FCG supporter testimonial campaign on Facebook)

Fiecare Copil în Grădiniță – “Direct pentru Copii” 2014

English journalist Tom Wilson volunteered his time, talent and equipment to shoot and produce this video in 2014 about the need for “Fiecare Copil in Gradinita” in one community and the impact of the program in another one — just four kilometers away!

2012 SMS Campaign

With the slogan “Fiecare copil e responsabilitatea fiecăruia dintre noi” the 2012 campaign emphasized children’s need for early education. It was followed by an SMS campaign via TV and radio spots presented by renowned actor Marcel Iures and popular singer CRBL

“Fiecare Copil în Grădiniță” 2012

13 Reasons to Belive 2011

Școala te face mare 2010

2010 Campaign: “Școala te face mare” 2 campaign was launched to encourage poor parents to send their children to school from an early age. Award winning film director Cristian Mungiu directed the four spots that featured Horia Brenciu, Andreea Esca, Margareta Paslaru, and Ethan Hawke.

Școala te face mare 2009

The first campaign year (2009) featured “Școala te face mare” 1 was launched to make citizens aware of their rights and responsibilities regarding education. The public service announcements featured public figures Damian Draghici, Andreea Marin, Daniel Bittman, Cabral Ibacka and OvR program graduate and trustee Narcisa Cumpana.