Campanie
General Information:
Strategic approach:
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CONTEXT: Samusocial is the only NGO in Bucharest caring for the homeless. And like any NGO, to help their beneficiaries – with food, clothes, medicine, workshops, qualifications, job offerings – they rely on people’s donations. CHALLENGE: Did you know how hard it is to raise attention and money for the homeless in Romania? IT’S SUPER HARD! While Romanians are notably generous towards various causes, a stray kitten is more likely to get their attention than a homeless human, who is often treated with indifference and remains marginalized. 1. Romanians have a bias against the homeless. According to a homeless person the unanimous perception is that society already does too much for them anyway. “Their fault”! “Emotional crooks”, “Lazy – they don’t want to work”! “Smelly!”, “Dirty!”, “Dangerous”, ”Thieves!” – these are the perceptions the homeless face, as talks with Samusocial employees revealed, along with studies from Academia Edu. Society doesn’t know most of the homeless really need our help, as they end up it this situation due to mental illness, unforeseen events and isolation (no family to help). 2.It’s also pretty hard to convince people to donate online for the homeless. Because the preferred habit for those who do want to help is to do it directly in the streets. OBJECTIVES: 1. COMMUNICATION OBJECTIVE | REACH: Raise Awareness for the homeless, help them be seen. Reach the equivalent of half of Bucharest’s 2022 population – 2M PEOPLE – through a localized, digital campaign, focused on Bucharest, where Samusocial is based and where the NGO can provide help. 2. BUSINESS OBJECTIVE | DONATIONS: 2 X THE DONATIONS raised by the most successful Samusocial campaign in 2021 ("The Real-Life Estate"). DISCOVERY: In Romania, more than 2 tons of food end up in the trash bin annually, the equivalent of 4 billion EUR, keeping Romania at the top of European food waste. And while ”fortunate” population segments splurge – buying from the supermarket more than what’s necessary and throwing away valuable, still usable resources, at the opposite end of the spectrum, the homeless are struggling: OFTEN THE ONLY OPTION LEFT FOR THEM TO MEET THEIR MOST BASIC NEEDS IS THE TRASH BIN. STRATEGIC APPROACH: 1. Give Romanians the opportunity to learn moderation (responsible consumption) and to use their surplus positively, instead of negatively and instead of scolding them. 2. Use the excess of the fortunate to benefit the marginalized homeless and to raise donations for them. |
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