The Humanitarian Labyrinth was an educational campaign developed in Romania for ECHO with the mission of increasing the level of education regarding the EU’s role in alleviating the effects of humanitarian crises.As the intervention campaigns undertaken by ECHO are financed from EU budget such educational programs have been unfolded in all EU countries as they crossed the border of receptors of humanitarian aid, becoming donors. 2010 was Romania's year.The campaign was PR led with integrated creative, online and media support for stronger effects.

The campaign unrolled between May/ June 2010 upon three main pillars: interactive & experimental activations, endorsement (which attracted one of the most important TV personalities in Romania and one of the strongest NGOs - the Romanian Red Cross, in support of our cause) and a consistent media relations component.We started with daring objectives in mind (1/100 Bucharest citizens to have heard about ECHO by the end of the campaign; generate consistent and ongoing media coverage, engage powerful supporters pro bono, organize mass events; engage media outlets pro bono)."Facts speak louder than words" has been our motto in defining this strategy, which spoke about suffering through experimental approaches. All the objectives have been achieved.

The campaign developed in four stages between May & June 2010 and developed a mix of PR led tools. The actions were based in Bucharest but the amplification was national:Teasing/ PR buzz: sounds of disasters played from speakers installed on utility poles. People’s reactions have been viralized through social media and press;Reveal - the White Night of the Museums, four of the most visited museums in Bucharest hosted our four interactive exhibition modules where visitors "experienced" humanitarian crises.The Humanitarian Labyrinth: all the four exhibition modules were reunited for one week in a Humanitarian Labyrinth, placed in Bucharest’s largest park. The labyrinth was inaugurated through a media event hosted in a Red Cross refugee tent.

The VIP Experiment: a famous TV celebrity decided to live for two days as a refugee in a Red Cross tent in support of our cause.

Over 10,000 young people have been directly exposed to the message of the campaign in one single night, during Night of the Museums; The following week, 10,800 people visited the ECHO Humanitarian Labyrinth in the park;1 of 100 citizens of Bucharest (20,000 people) have been directly exposed to the messages of the campaign in the Humanitarian Labyrinth, while over 50% of the Bucharest population (1,000,000 people) has been reached through mass media;Many of the ECHO labyrinth visitors were so impressed that they wanted to donate money on the spot in the interactive modules;31 journalists attended the media event; Lucian Mandruta (local VIP) and the Romanian Red Cross joined ECHO, helping us pro bono during the entire campaign; 144 press materials have been generated (an average of 2.3 press materials/ day) and the campaign had free media exposure (outdoor, press, radio, Internet, TV) of over 250,000 Euro.