A social responsibility campaign came up from GMP for the Concordia foundation. Campaign is taken place in Romania and it has two stages.

The campaign is aiming to change the negative perceptions on homeless children that live on streets and to aware them about this social issue.

The Concordia foundation is trying to help street children using programs of conciliation and social reintegration.

Three ad prints called: The French revolution, Iwo Jima and the Hero. The main headline is “For some children, the childhood is a struggle”. You see on this creative visuals kids as in heroic moments of their life trying and fighting to live decent and to be accepted by the society.

The childhood should be the most beautiful part of a child’s life, not a struggle for survival.

The tagline of campaign is: “The childhood should be the most beautiful part of a child’s life, not a struggle for survival.” and it’s coming form the fact that a child who lived on streets will never forget this experience in life.

The first part of this campaign will have written statements on media and outdoor materials. In 2008 will start the second part of this social campaign.

Integrated Communication Director: Oliver Kapusta
Senior Art Director: Cosmin Ezaru
Senior Copywriter: Adrian Dragan
Strategic Planner: Teodor Cucu
Client Service Director: Mirela Angelescu
Group Account Director: Ioana Gligor
Account Manager: Anca Stefanescu
Junior Account Executive: Ioana Tomescu
AV Producer: Radu Teodorescu