Graffiti PR has won the first ever Romanian Effie Award for the local public relations industry, with “Doctor, you are a hero!”, a campaign Graffiti PR developed together with Graffiti BBDO for Petrom.
The campaign was awarded Silver Effie in Corporate Reputation, Image & Identity category, becoming the first campaign generated and coordinated by a PR agency to win a Romanian Effie.
Granted almost exclusively to advertising agencies, Effies reward campaigns’ results and efficiency. The awarding of an Effie to a PR agency marks the beginning of a new journey for the PR industry.
It is a truly extraordinary moment both for Graffiti PR and for the market: this is the first time ever that a campaign generated and coordinated by a PR agency wins an Effie. This trophy practically confirms a tendency and is the result of 3-4 years worth of effort, in which we have constantly contributed to Effie- winning capmaigns, even though in the past, the role of PR agencies in the efficiency of marketing campaigns was nearly as transparent. I believe that we are moving on to the next level. The market acknowledges the fact that consultancy agencies can offer marketing and integrated communications solutions and can convert the reputation of brands and the relationship with the stakeholders in the prosperity of a business
Managing Director Graffiti PR
The campaign, unfolded in November- December 2011 under the tagline “Doctor, you are a hero!”, aimed to bring Romanians back together with the doctors, the ones that were their heroes countless times. Initiated by Petrom, the campaign encouraged the audience to share, on a special ProTV website, stories about the extraordinary work of physicians that didn’t leave the country and chose to continue to practice within Romanian medical system. The campaign managed to gather together, on the website, over 1,600 stories and was one of the most visible campaigns of the past year.
“Doctor, you are a hero!” was an extremely brave campaign, and its unraveling has been absolutely inspirational. We have always known that the professionals in Romanian medicine are essential for our future. What we did not know is that Romanians are so eager, not only to hear, but also to write the beautiful stories of those who are offering us access to life. We congratulate all the doctors who have chosen to stay in the country, as well as the tens of thousands of Romanians who have demonstrated that it pays off to invest in the future
Head of Community Relations & Social Affairs Petrom
ProTV was the media partner of the campaign and gathered an impressive feedback for a community that, many times, seemed to be tabu – the community of Romanian doctors. The campaign portal registered over 3M unique visitors in the five weeks when the audience had the possibility to post its stories about Romania’s hero-doctors.
The campaign developed by Petrom and Graffiti PR is one of the important campaigns that Pro TV News and Stirile ProTV have supported in 2011. The message and the mechanics of this campaign have been customized according to our news brands, which occupy the leader position in Romania, both on air and online, and the feedback we have received from users and viewers has proved that there is an appetite for values such as merit and professionalism, constantly promoted by the PRO brand
PR &Corporate Affairs Director ProTV
Petrom initiative was also successful thanks to the communication mix provided by Optimedia, the agency that handled media for “Doctor, you are a hero!” campaign.
“Doctor, you are a hero!” project is the type of initiative that makes us feel much closer to people. It is the type of project which unites us. Its specific challenges only give us constant strength. It is the project in which the plans and media performance indexes gain consistency. Their optimization becomes a natural desire. Just as natural becomes the desire to contribute to as many such projects as possible
Senior Media Planner Optimedia
The same campaign was recognized also at international level, with a nomination in “Community Relations” category at 2012 Sabre Awards.
Graffiti PR is one of the top 3 PR agencies in Romania, with numerous prizes won at the most important local and international competitions of the industry. Graffiti PR has 23 communication and public relations consultants, is part of BBDO Group Romania and also a strategic partner for the Ketchum network.
The agency’s top clients are 7 Spice, Automobile Dacia, British American Tobacco, Berlin-Chemie Menarini, bwin, Medsana Medical Center, Contrast Management Consulting and Training, Egger, ERSTE Foundation, METRO Cash&Carry, Nestle (Maggi, Nesquik, Nescafe), Oracle, P&G, Party Poker, Petrom, Provident, Renault, Scandia, UPC, Tetra Pak and Wrigley.