Campaign: TOGETHER FOR MagicHOMEBrand: MagicHomeClient: MagiCAMP NGOSubmitted by: Jazz CommunicationContributing Agency: Rogalski & Damaschin
Background/objectives:A chair is the only accommodation that hospitals in Romania can provide for the parents of children with severe conditions, during their hospitalization. Most of them travel from all across the country to oncology centers and don’t afford a place to stay in, while receiving treatment.No shelter means postponed and fewer chances for healing.The challenge: Raise 100.000 SMSs in order to build a shelter for these parents next to the biggest oncology center in Romania. With zero budget.
Strategy:We looked for an idea that would be louder than a media budget. So we placed an empty chair in an art gallery and invited Romania to a solidarity gesture, while live-streaming everything: occupy that chair 24/7 until the money is raised.
Results:Then, magic happened: 2,000 people registered on the campaign's website to sit on the chair. The campaign simply went viral, from TV coverage in prime time, to million of views and reactions in social media. After only 23 days of sitting on the chair, night and day, the money was raised. With one chair and zero budget, over half a million euros were raised in less than 3 weeks. A record number in a record period of time.