On Women’s Day, we gave 2 phone-calls at a top radio’s dedications program, to disrupt the romantic declarations: 'even if our wives sometimes deserve a slap, 8th of March is an exception: they get a normal day, free of violence'.

The entire Romanian web was flooded with thousands of reactions: shock, sarcasm, horror, disgust, irony, hate, empathy, repulsion. We managed to generate one of the most controversial and repulsive campaigns ever in Romania. Comment, unlike, fight, share, unfriend… we had all extreme reactions on TV, during dedicated radio shows, on Facebook and Twitter, on the front page of notorious bloggers and online journalists.

The second day, we aired the reveal news in prime time, on the greatest & most watched TV channel in Romania, announcing that Sensiblu Foundation has a direct phone number for any victim of domestic violence: 021 311.46.36.

With only 2 radio phone-calls, we generated free awareness that grew online, on TV, radio, in corporations and newspapers for more than a month.

Over 50 top media hubs covered our story, reaching +3 million people. This free exposure means 60 times more than the average reach of typical anti-violence campaign.

We also benefited from unforeseen yet powerful reactions: a top blogger confessed he once beat his girlfriend; a celebrity spoke of immigration, one journalist wanted to sue us.

Finally, people became aware that help is accessible, as we obtained free SEM and SEO for the Sensiblu Foundation contact details.