Graffiti PR signs the newest UPC campaign by launching Tech School platform, an innovative educational program initiated by UPC Romania. The campaign includes an online component, with the central elements represented by the mentioned platform and social media communication, but also an offline component, consisting in a summer camp and a series of events during which children and youth will have the opportunity to meet extraordinary personalities from science world and not only.
The campaign is also promoted on TV, through an ad that has the Romanian musician Guess Who in the leading role. The ad shows the musician in a classroom, joining kids attracted by the most interesting domains of the future: astronomy, robotics or programming. He encourages them and tells all children and young people with passion for technology to think clearly and aim higher and higher, following their dreams and entering their projects’ ideas on TechSchool.ro. The ad was filmed in Bucharest, at Central University Library – Teachers Room.
I support Tech School because it represents that grain of luck talented and creative children and young people in Romania need to turn their dreams into reality. Tech School insures to these kids access to interesting information they can understand, to alternative educational resources and mentors to help them shape their ideas in order to get them to the next level
The children that enter their ideas via the online platform have the chance to be among the 3 winners that will see their ideas implemented. Also, they can win a special prize – a spot in 2012 NASA’s camp. Also, the participants that enter their projects until July 27th have the chance to be selected to go in a summer camp where they will meet with other tech-passioned children, participate to interactive games and meet personally Tech School’s mentors, that will motivate them and help them with developing their projects.
In Romania, the natural interest for science and technology is decreasing dramatically, although 80% of future’s professions need exactly this kind of aptitudes. The pupils aren’t learning exact sciences in gymnasium or high-school in order to become technology creators, but more to get rid of the possibility of giving the maturity exam in mathematics. Tech School is the platform that will inspire the new generation to have fun with the interactions between science and technology. It is the place where knowledge and ideas generate innovation, and the children become pragmatic with their ideas. It was enough to tell that we will treat their projects seriously to find out that the new generation wants to create quadrochopters, ultraphones, exoskeletons, air guitars or free energy. The only problem was that nobody asked them about it until now
Managing Director Graffiti PR
We launched Tech School project for children and youth that need a place where they can follow their imagination, where they have access to resources and talk to mentors that are relevant to them and, the most important, where they will be inspired to develop their ideas. We are offering to kids and youth the opportunity to build the future today
Communication, Marketing & PR Director UPC Romania
Besides Guess Who, Tech School is supported by Romanian specialists that live abroad, such is Adrian Stoica – Advanced Robotics Research NASA/JPL – as advisor of the program and Aurora Simionescu – Einstein Research Fellowship from NASA at Stanford University – as Mentor Tech School. These mentors are coming back to Romania for Tech School events to transmit to young talents entered in the program the fact that Romania can become, through their ideas, the proper place for tech passioned people.
Tech School is supported through a communication mix that includes TV ads on Pro TV, Acasa, Sport.ro, MTV, Kanal D, Disney, Cartoon, Minimax, Boomerang, Discovery, Animal Planet, TLC, Kiss TV and National Geographic, but also online & social media promotion and PR.
Graffiti PR team involved in the project includes Simona Corabu – Senior Consultant, Tiberiu Iacomi – PR Specialist, Roxana Firoiu – PR Specialist and Mircea Tomescu – Managing Director.
From UPC Romania, the campaign is coordinated by a team including Ariana Badin – Communication, Marketing and PR Director, Emilia Ursachi – PR & Communication Coordinator, Andreea Puscoci – Marketing Communication Specialist, and Adina Deaconu – PR & Communication Specialist.
The TV ad was directed by Bobo Barbulescu, with Dan Postolachi – Kamrad Adv. as executive producer. The production house was Reload Film.
Graffiti PR, one of the top 3 PR agencies in Romania, has a 25 members team, is part of BBDO Group Romania and strategic partner of Ketchum. The agency has a portfolio that includes clients such as 7 Spice, Automobile Dacia, British American Tabacco, 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.