have you done for your family today ?
problems of all kinds (sexual abuse, domestic violence,
traditional stereotypes, the child’s status inside
the family) are key issues for the Romanian civil society.
There are many NGOs active in this and area and other
related fields. Unfortunately, no ample campaign has
been undertaken so far, to show the population the amplitude
of the issues, what ought to be done, which are the
organizations and institutions that might be of assistance.
There have been no information and education campaigns
focused on the family, no systemic overview of the expertise
gathered by NGOs during the last 11 years. The present
project addresses these issues by proposing a complex
social communication campaign, to inform the target
group about its rights and to allow the NGOs active
in the field to advocate their cause (programs, initiatives,
results, case studies), thus consolidating the image
of the civil society. Once carried out, the project
will set forth a new informational standard for the
civil rights, establishing a frame for an efficient
communication between mass media, NGOs local authorities
and public institutions.
The main objective of the project “What have
you done for your family today?” is to carry out
a public communication program designed to increase
the level of information and sensibility on family relations
and civil rights in Romania.
The project itself has different stages of developing.
The first one is the research, documentation and institutional
PR. A sociologist, supported by several assistants,
will coordinate all the research activities. The main
goal of this activity is to evaluate all the possible
information available on the interpersonal relationships
in Romanian families. An accentuated activity will be
based on comparing the most recent projects developed
by the specialized NGOs in the field of inner family
abuses. Institutional PR would be performed by inviting
NGOs, governmental agencies, ministerial departments
to bring their own expertise, case studies to sustain
the rest of the campaign.
The second phase represents the establishment and configuration
of the ATL and BTL campaigns, as well as the media plan.
The final concept of the communicational campaign will
be established as soon as the research team decides
on the priorities and main direction of the project.
There will also exist a pre-launch campaign of media
apparitions and testing materials.
The last phase is the actual campaign launch.