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TVC / Cause

United Way Romania: Fii ajutorul

For United Way Romania’s autumn 2019 fundraising campaign we filmed a graduation, then stopped it halfway.

As seen inIQads
Client
United Way Romania
Year
2019
Markets
Romania
What we did
Idea, Script, Production, Social, Paid social

United Way Romania’s autumn fundraising campaign starts with the school year, and in 2019 it wanted a TVC to open it. Its success stories had a pattern: for most of the young people it kept in school, the help came just at the right time. We wrote 30 seconds about what happens when it doesn’t.

Fii ajutorul care vine la momentul potrivit, autumn 2019: a graduation is stopped with a shout of 'Stop', and the set is packed up around the graduate.

It opens on a graduation. Gowns, gold stoles, a yellow and white balloon arch, an elderly professor handing out diplomas.

Diplomas handed out at a podium on a sunny campus.
Diplomas handed out at a podium on a sunny campus.

Then someone shouts “Stop”. A woman from the crew collects the diplomas, then the graduate’s cap. The set is carried off around her and a clapboard reads “Promoția 2019”, class of 2019. The graduate is left standing in her gown.

Behind the graduate, the crew is already clearing the set.
Behind the graduate, the crew is already clearing the set.
The graduate is left standing while the set is cleared around her.
The graduate is left standing while the set is cleared around her.

She is played by one of United Way Romania’s own fundraisers. The voiceover says that for poor children and young people, dreams can stop right here. The end card asks for 2 euro a month, by texting VIITOR to 8844: “Fii ajutorul care vine la momentul potrivit”, be the help that comes at the right time.

United Way Romania put the spot on YouTube on 6 November 2019 and on Facebook nine days later. Facebook and Instagram ads, with the message tailored to each audience, ran until the end of the year.

“We want the spot we made with Tuio to inspire as many people as possible to donate, and support the children whose future really depends on this help.”

Executive Director, United Way Romania

The winter before, we made Alegeri imposibile for the same cause.

Credits

  • Client: United Way Romania
  • Agency: Tuio

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