I WON'T PLAY
Creative idea
1 in 4 kids admits to gambling before 11 y.o. Primary trigger? Seeing their sporting heroes in gambling ads. Instead of asking why adults were complicit, we asked: who hasn't been corrupted yet? The answer: tomorrow’s sporting heroes - high school athletes, before the money came, before the deals were signed. 'I Won't Play' was the world's first public pledge made by the next generation of Romanian sportsmen to never appear in gambling advertisement. It was a huge commitment, as underage athletes put their future careers at risk by cutting off potential sponsorships from the gambling industry.
Brand name: Save the Children Romania
Advertiser / client: Save the Children Romania
Product / service: NGO
Campaign name: I WON'T PLAY
Agency network: Omnicom Public Relations
Agency: Golin Ketchum Romania
Media agency: Initiative Romania
Additional company: Initiative Romania
Production company: OPERA Studio
Web address: https://www.salvaticopiii.ro/faravedete
Executive creative director: Ioana Munteanu
Art director: Andrei Popa, Radu Rebei
Media director: Alex Miu
Managing director: Cristina Butunoi
Strategic planner / strategist: Ruxandra Simion
Pr director: Alexandra Chivu, Sabina Iancu
Photographer: Ionut Staicu
Additional company: Ariana Stanescu, Digital Client Service;
Roxana Mihalache, PR Director;
Roxana Glont, PR Director;
Bogdan Biszok, Senior PR Manager;
Maria Pop, Senior Media Associate;
Raluca lonescu, Senior Media Associate;
Cristina Stroiu, Senior Manager Influencer Marketing;
Ana Puiu, Influencer Marketing Associate;
Lavinia Stroilescu, Head of Social Media;
Andreea Varlan, OOH Manager;
Gabriela Alexandrescu, Save the Children Romania, President;
George Roman, Save The Children Romania, Advocacy Director;
Mihaela Spiridon, Save The Children Romania, Communication Specialist
