VMLY&R and PEPCO Romania draw attention to literacy issues through an atypical Back to School campaign

On the occasion of International Literacy Day, VMLY&R Romania together with Noi Orizonturi Foundation, Teach For Romania and PEPCO launched an awareness and fundraising campaign to support literacy and promote the project Schools with scLIPICI.

The idea of ​​the campaign started from a reality that often goes unnoticed: 6 out of 10 children from disadvantaged backgrounds cannot read and write when they finish primary school. According to official statistics, almost a quarter of a generation is lost in rural areas because of this.

To draw attention to this situation, for two weeks, the advertisements PEPCO Romania from social media for supplies were written by these students and were promoted to the public who were quick to comment on the typos in the posts. The reveal video of the campaign, however, raised the alarm about the difficulties that students from vulnerable backgrounds encounter in writing and reading, urging the public to get involved with 2 euros monthlysending I READ by SMS to 8845.

In our country, the discussion about illiteracy is monopolized by functional illiteracy, which, to be honest, we do not know exactly what it means or how it is measured. But what do we do with the innocent children in grades 1-4 whose school results can be predicted by their zip code, because poverty and marginalization condemn them to a life where the alphabet becomes a torture? This campaign started from this painful question and from the idea that a good school is not one that raises only winners, but one that is generous with all students and does not accept the truism: they didn’t really like school and it’s not They.”, Dinu GuțuStrategic Planner VMLY&R România.

For more than three years we have supported a project in which we strongly believe: supporting literacy among children from vulnerable backgrounds. Together with Teach For Romania and Fundația Noi Orizonturi, recognized partners for their efforts in the development of educational programs, we wanted to attract the support and empathy of the public through a campaign that would spark discussions, but also explain to others what they face, day by day. day, children who have difficulties in writing and reading. To this end, we agreed, as a brand with a strong and vocal social media community, to let village students write the ads at an important time for our audience: the beginning of the school year. The comments did not hesitate to appear and people were receptive to our message. We want to do more together and continue our efforts to support the education of students from disadvantaged communities.“, he adds Bogdan GrigoriuOperations Manager PEPCO Romania.

Through the project #SchoolCuSclipici, Teach for Romania and the New Horizons Foundationsupported by PEPCO Romanialast year provided personalized support to more than 2,000 village students who participated in literacy labs and summer schools to reach age-level reading and writing.

To continue the mission this year, the campaign aims to reach even more children from disadvantaged backgrounds. All those who want to support a child for 1 year to benefit from program scolicusclipici.ro can send CITESC by SMS to 8845 and donate 2 euros per month.

With only 2 euros, we can provide a monthly literacy kit for a child, consisting of a carefully chosen booklet and related worksheets, built by our specialists. You also support the efforts New Horizons Foundation and of Teach for Romania associationin the program “Schools with scGlues”.

Together we can give all children in Romania the chance to read and write.

Credits:

The PEPCO Romania team
Raluca Popescu – CSR Specialist
Ioana Ioniță – Marketing Manager

Echipa VMLY&R
Bogdan Teodorescu – Creative Director
Ioana Ichim – Group Creative Director
Bogdan Dinu – Group Creative Director
Irina Szelleki – Copywriter
Miki Crăciunescu – Strategy Director
Dinu Guțu – Strategic Planner
Raluca Dinu – Account Director
Irina Matei – Account Manager
Andreea Marcociu – Digital Account Manager
Diana Mărculescu – Social Media Manager
Mina Ionescu – Business Director
Denissa Mic – Communication Director
Simona Chirițoiu – Traffic Manager

Teach For Romania team
Giorgiana Astefanei – Communications&Media Relations Specialist
Fabiola Istudor – Communications Manager
Cosmina Schiau – Corporate Partnerships Manager

Literacy specialists:
Alina Răducanu – Teach for Romania literacy project coordinator
Maria Kovacs – Literacy expert New Horizons Foundation

The New Horizons Foundation team
Anca Gaidos – Chief Operations Officer
Alexandra Giurgiu – Project Manager


Source: IQads by www.iqads.ro.

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