GolinHarris communicated “I want in the 9th grade” for KFC and Pizza Hut, with the campaign gathering a record amount (Euro 70,000) for the education of children from rural areas.
KFC’s and Pizza Hut’s CSR campaign in Romania took place in October and aimed to raise funds for World Vision’s program “I want in the 9th grade”. For the 6th consecutive year, KFC and Pizza Hut are supporting, in their restaurants in Romania, World Vision’s program.
GolinHarris promoted the fundraising with a dedicated communication strategy, that included media relations, social media and VIP engagement.
Among Romanian celebrities involved in this campaign, Dani Otil – morning show host at Antena 1 – was present at campaign’s launch press conference and supported the project during the entire period. Some KFC clients were able to order spicy wings directly to Dani, as he worked in one of the restaurants and asked customers to donate for the kids that don’t have the possibility to continue their studies at high school .
The collaboration with World Vision started 6 years ago and now we can say this project is already a tradition for us in Romania. This year, we gathered Euro 70,000, almost double compared to 2012 (Euro 37,000), managing, this way, to help, besides the 57 children from Dolj country initially in the program, another 25 young people from Iasi county. GolinHarris had an important role in achieving these results, by creating and managing the communication component of the program
Chief Marketing Officer KFC.
GolinHarris encouraged the discussions on the situation children from rural areas are in and about the fact that they can have a chance to better education with help from the program “I want in the 9th grade”. The discussions too place on Facebook pages owned by KFC Romania and Pizza Hut Romania and were managed through The Bridge™, GolinHarris’ multimedia communication hub.
“I want in the 9th grade” is a CSR project with a real impact in the life of tens of young people that, this way, have a chance to education. And the fact that, through PR activities and with support from campaign’s ambassadors, we managed to mobilize KFC and Pizza Hut clients to gather this impressive amount of money in just 4 weeks is a confirmation for the efficiency of communication actions as part of CSR projects
Senior Manager, GolinHarris Bucharest
This year, 82 children without material possibilities will receive scholarships during the high-school. In October, any person could donate RON 1 in KFC and Pizza Hut restaurants in Romania, without having to buy something.
In the 6 years since “I want in the 9th grade” started, KFC and Pizza Hut – together with their customers – gathered more than Euro 240,000, an amount that helped, until now, 671 children to continue their studies in high-school