Quarter of a century national problem - solved in 7 days.

Thousands of kids got chances to prolong their lives through a single campaign.

TASK:

For 23 years the Bulgarian authorities haven’t taken responsibility for children with neuromuscular dystrophy after their adulthood, condemning them to death.

Our task - engage society and change legislation to prolong their lives.

IDEA:

14-year old Alexander announced his body organs up for sale on eBay now, so that he could afford to live tomorrow.

In national TV prime time we exposed authorities and Minister of Health unprepared to even comment on a problem, for which they had quarter of a century to solve. During this gap of neglected time, thousands of kids died younger. Bulgaria was shaken.

Alexander’s ad led to www.mailforchange.eu from where people started sending letters to the Government, demanding changes in the legislation. Thousands of “Mails for change” flooded the Government.

At the peak of the social media buzz we announced the eBay ad was fake, published on behalf of Alexander, as part of Bulgarian Association for Neuromuscular Diseases PR campaign.

RESULTS:

- Day 1 – Media exploded and 50% of Bulgarians became aware;

- Day 2 - 50,000 mails sent

- Day 3 - The President personally insisted on immediate actions;

- Day 7 - The Prime Minister started a procedure to change the legislation.

- Today – EUR 150,000 subsidy by Government released

- Tomorrow – we will continue…

Teaser with viral effect

An advert on eBay was posted by the 14-year old Alexander, selling his organs as the only solution to prolong his life.

In prime time on national TV Minister of Health was asked if she knew a kid was selling his organs. The Minister was unprepared and promised to look for solution.

In few hours other media republished the news. Thousands shared it in social media. Within the day all national TV stations pro-actively contacted Bulgarian Association for Neuromuscular Diseases’ chairman.

Revealing

At the peak of the social media buzz we announced the eBay ad was fake, published on behalf of Alexander, as part of Bulgarian Association for Neuromuscular Diseases PR campaign called “Mail for Change”.

Mail for Change

Alexander’s advert led to www.mailforchange.eu from where people started sending letters to the authorities demanding change. Thousands of “Mails for change” flooded and literally blocked the public administration system.

A 23-year old problem, involving thousands of lives: solved in 7 days.

Awareness:

? EUR zero investment resulted in a media coverage of EUR 1,300,000 advertising value

? Over 300 pieces of coverage incl. all national TV stations.

? Bulgarian leading newspaper ranked “Mail for Change” No1 Bulgarian campaign ever.

Direct activation - 72 hours:

? 50,000 Direct Mails For Change sent to Government;

? Thousands commented in social media;

? The President sent his Mail For Change, insisting on immediate actions;

Solution - 7 Days:

? The Prime Minister started a procedure to change the legislation.