I WON'T PLAY
Creative idea
1 in 4 kids admits to gambling before turning 11. Main trigger? Seeing their sporting heroes in gambling ads. The industry built its massive influence on the inspirational power of celebrities. To counter this, we recruited the athletes of tomorrow: high school stars still untainted by the industry. ‘I Won’t Play’ became the first public pledge by the next generation of athletes to never appear in gambling advertisements. Since traditional media was already bought out, we turned school buildings across Romania into an alternative outdoor network, amplifying the pledge directly to parents, teachers, and children—our most vital public.
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
