People in Romania are not willing to make an effort to get involved in solving social problems.That’s why we had to find an easy way for people to help.

Our solution allowed people to get the message and act right there and then, without making much effort at all.We chose a creative solution that suited a very limited budget.We altered a very well known visual symbol of the city, the public phones, with stickers.That intrigued people, made them curious. So, when they picked up the phone, the powerful reveal printed the message into their minds.

The idea got through in two ways: the word of mouth created by the alteration of public phones all across the city, and the actual encounter with the stickers.The campaign dramatically increased the number of calls from witnesses reporting incidents, up to 167% (vs. the previous month).