Euromonitor Business Consulting Services, Romanian Communication Agency pastel and faracontrabanda.ro with support from JTI Romania organized a first campaign against cigarettes trafficking in North-Western Romania. The campaign took place between November 2013 – March 2014 and aimed to inform population related to the less publicly known aspects of cigarettes trafficking.
The main message of the campaign was “Did you make your first million? From your money, traffickers already did! Don’t support cigarettes trafficking” and tried to make public aware of the fact that, when buying trafficked cigarettes, they actually support organized crime.
The aimed of the campaign’s message to reach to over 1M people from Romanian cities Satu Mare, Bistrita, Cluj, Salaj, Bihor and Baia Mare and, for this, it opted for print and online media communication, outdoor and direct communication with adult smokers.
The campaign also saw partnerships closed with town halls, transport companies and labour agencies, but also with cab companies. With this help, the public was exposed to posters and were distributed over 115,000 flyers with campaign’s message. With support from 9 public institutions, over 1M unique regional viewers saw the message, the online banner was seen over 1M times and the message was communicated directly to 235,000 adult smokers.
Campaign’s flyers were made to simulate the RON 100 bill, with the visual of the campaign printed on one side.
On http://www.faracontrabanda.ro web site were posted the most important info from the campaign, including a video on the cigarettes trafficking in North-Western Romania.
Teams involved in the campaign
Euromonitor Business Consulting Services: Cristina Vasiloiu, CEO;
Pastel – Campaign’s strategy was developed by Ioana Mucenic with Mihaela Pipirig being in charge with account management;
JTI: Gilda Lazar – Director Corporate Affairs & Communications, Moldova and Bulgaria, Armand Radu Tanase – Corporate Affairs Manager, Alice Taudor – Communications Manager and Razvan Oltean – Public Affairs Manager.