Saatchi & Saatchi Romania Wins Silver Effie for 'Repetition' Social Campaign

Campaign for Horia Motoi autism charity awarded Goodworks Effie in the Non Profit category.

Bucharest - Centrade Saatchi & Saatchi is proud to announce it has won a Silver Effie in the Goodworks Effie - Non Profit category with its "Repetition" campaign, implemented for "Horia Motoi" Center for children with autism. The 10th edition of the Romanian Effies took place on 10th of June at the Romanian National Opera, where the most effective campaigns were awarded during a Gala event.

Through the "Repetition" campaign, Saatchi & Saatchi wanted to help "Horia Motoi" Center, a small, family-based NGO from Bucharest, raise national awareness on the autistic condition and especially on the ABA therapy. The ABA therapy is the only effective treatment with tangible results for children with autism, based on a repetition technique, among others - parents of a child with autism repeat a word thousands of times for him to understand it.

To meet the communication objective, the main strategy was to talk about "the solution" for autism via parents (instead of children), rooting our message in the product's DNA - the ABA therapy's repetition. We dramatized the ABA repetition technique in a very literal way, one which normal people would easily remember and engage with.

We explained to the media partners the stake, context, and our strategy, and asked them to integrate naturally a repetition in their own content, having a tag to disclose the intention and NGO behind it.

Our idea and strategy basically allowed for the communication to be vivid and surprising, expressed as the most powerful contextualized messages which were created by the media themselves, and not by the Agency nor by the Client. Each message was therefore unique because it was inserted in the show's / newspaper's / blogger's / endorser's usual content, given their own personal touch.

See the winning campaign here: http://www.youtube.com/watch?v=Uvw8akxp97E

The 2013 Romanian Effie Awards featured 112 campaigns, submitted by 29 agencies and companies.


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