MagicHome - TOGETHER FOR MagicHOME
Campaign: TOGETHER FOR MagicHOME
Brand: MagicHome
Client: MagiCAMP NGO
Submitted by: Jazz Communication
Contributing Agency: Rogalski & Damaschin
Background/objectives:
A chair is the only accommodation that hospitals in Romania can provide for the parents of children with severe conditions, during their hospitalization. Most of them travel from all across the country to oncology centers and don’t afford a place to stay in, while receiving treatment.
No shelter means postponed and fewer chances for healing.
The challenge: Raise 100.000 SMSs in order to build a shelter for these parents next to the biggest oncology center in Romania. With zero budget.
Strategy:
We looked for an idea that would be louder than a media budget. So we placed an empty chair in an art gallery and invited Romania to a solidarity gesture, while live-streaming everything: occupy that chair 24/7 until the money is raised.
Results:
After 23 days since the campaign started, the money was raised. A total number of 636 people sat on the chair until the money was raised and other 1.185 scheduled for 5 fully booked months ahead. People from all walks of life, some even travelling from other cities, together with more than 60 influencers and public persons, took a seat on the solidarity chair.
17% of the pledged amount was raised in only 24 hours from the start. The campaign meant also the biggest uninterrupted solidarity gesture every made in Romania, accounting for 552 hours of keeping the commitment to have the chair occupied day and night.
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