The overall campaign’s strategy relied on the fact that the repetition is the main learning tool used for helping autistic children overcome their impaired social interaction and communication. That is why we asked some of the most important media channels – TV, radio, and press – to get involved. The idea: to repeat several times part of their usual message only to deliver the campaign message at the end: 'the parents of an autistic child repeat thousands of time a word until the child understand it'.

Paid media: Zero.

Earned media: over €100,000 in a matter of days.Media Reach:•1 out of 6 Romanians heard about it, •Over 3m people through TV, •About 1.5m people through Press, •Over 1m people through Radio, •Over 500,000 online users on sites & blogs.

Media Coverage:•5 TV stations•3 major radio stations, •13 newspapers, including 2 coversUnconventional coverage:•7 Football Teams played cup & league games•Major theatre actress Maia Morgenstern acted on stage.

•Folk Frate’s concert, •The Amsterdams’ concert, •MC Chopper Academy riding the streets of Bucharest.