VML get a Bronze award in the category Creativity In B2Bthe section Best Use of Earned Mediawithin the prestigious international festival London International Awardsfor the campaign 15 sub 15, made for Smartree and Teach for Romania. VML is the only agency in Romania awarded at this year’s edition.
“A Bronze awarded to Romania in the Best Use of Earned Media category, in a market dominated by decisions based on logic and practical solutions, demonstrates that ideas in the B2B sector can not only influence commercial performance, but also arouse strong emotions. Campaign 15 under 15 was designed to draw the attention of the corporate sector to early school leaving, which places Romania at the top of the European Union’s negative statistics, offering companies a concrete solution to invest in the future of the workforce. Congratulations to the entire team for the award and thank you Smartree and Teach For Romania for the trust and support offered during the entire process.”, Bogdan TeodorescuExecutive Creative Director VML Romania.
The campaign brings to the fore the emotional stories of 15 children under 15 who, although under the legal age of employment in Romania, are forced to work to help their families.15 sub 15 is a call to the business environment to invest in the future of education by supporting projects Teach For Romania. The message was delivered through a special edition of the magazine 15 sub 15inspired by a well-known international format of a business magazine.
For 2 months, a team of journalists and photographers with locally and internationally recognized experience – Ana Maria Ciobanu, Andreea Pietroșel, Felicia Simion and Bogdan Dincă – they documented 15 cases from across the country, illustrating the harsh reality of social inequality.
15 under 15 is an x-ray of how extreme poverty affects school attendance, children’s power to dream and plan for their future, emotional stability and self-confidence. Most of the children in the 15 under 15 magazine live in rural areas, have often witnessed domestic violence, sometimes spend their days between school, work and visits to prisons where one of their parents is serving a sentence, share a single room with eight other younger siblings , have one of their parents abroad”, Ana Maria Ciobanujournalist.
The project 15 sub 15 comes in the context of an alarming school dropout rate in Romania, we are on 1st place in the European Unionagain 1 in 5 children from disadvantaged backgrounds drop out of school by the 8th grade. The negative economic impact of this phenomenon is significant, having consequences on human capital, unemployment and poverty in the country.
Credits:
The Smartree Romania team
Alexandra Peligrad – Chief Executive Officer
Alina Netea – Marketing Manager
Teach For Romania team
Mara Niculescu – Fundraising, Communication & Advocacy Director
Sorana Radu – Senior Communications Specialist
Giorgiana Aștefanei – Communications & Media Relations Specialist
Cosmina Schiau – Head of Corporate Partnerships & Climate Programme Manager
VML Romania team
Bogdan Teodorescu – Creative Director
Ioana Ichim – Group Creative Director
Bogdan Dinu – Group Creative Director
Irina Szelleki – Copywriter
Miruna Belgun – Art Director
Cristina Nichita – Art Director
Mihai Adler – Art Director
Stefan Matei – DTP
Miki Crăciunescu – Strategy Director
Sonia Ardelean – Strategic Planner
Octavian Aftanasă – Social Media Manager
Mina Ionescu – Business Director
Raluca Dinu – Account Director
Irina Matei – Account Manager
Andreea Bucur – Digital Account Manager
Denissa Mic – PR Director
Simona Chirițoiu – Traffic Manager
The Essence Mediacom team
Adriana Lungu – Senior Content Project Manager
Ana-Maria Spârlac – Special Projects Manager
Claudia Gorunescu – Digital Account Manager
Daniela Fâșie – Senior OOH Manager
Mihaela Dumitrescu – Trading Director
Sanda Stanciu – Print Buyer & Planner
Source: www.iqads.ro
