Fri, 30 Oct 2020 15:12:48 GMT
For Halloween 2020, Save The Children Romania and McCann Bucharest launch Truly Scary, a campaign that tackles the real monsters of Romania’s educational system: the lack of resources for online schooling, poor training of teachers for online schooling, alarming school drop-out and functional illiteracy. The campaign uses real and disturbing data to make the case.
The Covid-19 pandemic has sped the digitalisation of many business and government sectors, especially where the educational system is concerned. Romania is no exception, but, unfortunately, soon after online schooling started, the big awakening came: The country found a huge gap in educational continuity between rural and urban areas in Romania, with as many as 28% of children not having access to the digital tools needed for homeschooling.
Some of the key facts:
The Truly Scary campaign uses a unique way of communicating this disturbing data the Romanian decision-makers: The data is being carved onto traditional Halloween pumpkins, then they are shipped to authorities, media and influencers. The campaign kicks off a 'trick-or-treat' activation to make the reality of Romania’s educational system less scary.
“For this Halloween, the monsters of Romania’s educational system hit harder than any other. These monsters exist and they do not hide under the bed, but turn against us as future adults who didn’t get a chance at a normal life, who become victims of violence or assailants, who become unemployed and dependant on the state again. We hope that people will join this campaign and donate. We hope that the authorities will join this campaign and take the measures necessary to improve the situation”, stated Gabriela Alexandrescu, Save the Children Romania director.
Chief Creative Officer McCann Worldgroup Romania & Regional CD McCann Central East Europe: Catalin Dobre
Group Creative Director: Lia Bira
Group Creative Director: Irina Popp
Senior Copywriter: Andrei Paduraru
Senior Art Director: Eugen Preda
Senior Account Manager: Madalina Patachia
Head of AV Production: Tiberiu Munteanu
AV Producer: Alexandru Platon
AV Producer: Alexandru Ionescu
Photographer: Manloe Sava
Categories: Charity, Corporate, Social and PSAsMcCann EMEA, Fri, 30 Oct 2020 15:12:48 GMT