1st of June: National Free Day - The best public affairs campaign and storytelling in Eastern Europe – 2017

Brief:

Itsy Bitsy is a national radio station for kids and their parents. In 2016, Itsy Bitsy launched a campaign to raise awareness among Romanian parents about the importance of spending quality time with their children for their emotional well-being. As a symbol of this quality time, we proposed making International Children’s Day, June 1st, a national public holiday so that parents could spend more time with their kids.

Solution:

By initiating the first-ever public holiday dedicated to children passed by a parliament in the EU, the campaign brought the niche topic of children's emotional health into mainstream media, generating over 15.3 million PR impressions.

Results:

Media coverage: Over 350 articles in print and online media, and 25 TV news reports.
Impact: 8,144,587 people in the target audience were reached by the campaign’s educational messages (according to SNA).
Legislative success: On September 14th, the Romanian Senate passed a motion amending Article 139 of Law No. 53/2003 (Labor Code), officially declaring June 1st a national public holiday.
Awards: Won Best Public Affairs Campaign from Eastern Europe and Best Storytelling in Public Affairs at the European Excellence Awards in Public Affairs.