Bucharest, Romania [Sorin Goleanu; CD EUDNews]. After the successful campaigns that ADRA led in the past few years – You like to hit? Choose the right opponent!, developed in partnership with world champion Leonard Doroftei, and Shut out loud!, created in order to make women who are abused to take action and notify the authorities – this year, ADRA Romania has chosen to launch a fresh campaign in order to encourage the positive behavior and acknowledge true men who „love, cherish and protect” their most valuable asset: their family!
“What is a true man? Do true men still exist? How can we publicly acknowledge them in order to show that normality is different and that violent men are not the rule? These questions were the starting point for this year's campaign,” said Sorin Goleanu, Executive Director of ADRA Romania.
In order to acknowledge true men, ADRA Romania has also launched a symbol product, a blue muffler, designed as a gift that can be offered to Real Men by their wives, friends or families, as a symbol of their appreciati
on and to encourage their positive, loving and respectful behavior towards their loved ones. Being a customized muffler, it has a label with the message of the campaign and gives recognition to the one wearing it for being a True Man.
“The concept of the campaign was an inspired choice and was received enthusiastically by our partners including important retailers like Carrefour, Sanovita, the biggest Romanian health food company, and important public institutions”, said Sorin Goleanu. “Over 36,000 views only online and the support of nearly 20 national and local media outlets, in addition to printed materials distributed (250,000 copies) through the 50 stands set up in the Carrefour stores from 21 towns and cities have made it possible for the message to be sent at a level previously unreached by any of the former ADRA Romania campaigns”, he continued.
Due to its impact and its concept, three national television networks have chosen to double the required broadcasting period (up to two months) and the spot of the campaign was seen daily by millions of Romanians. Another surprise came during the last broadcast of the evangelistic series “Hope on the Horizon” presented by Doug Batchelor and watched by millions of people in churches, on TV, and on internet. Sidonia Dinu, the host of the event, offered her husband Sorin, the co-host of the show, the blue muffler, transmitting the message of the campaign to an extended audience.
The latest ADRA Romania campaign managed to break away from the trend of victimization, specific to most of the campaigns against domestic violence and had chosen to offer more creative and effective ways to combat this phenomenon highly prevale
nt in Romania. Also, during the campaign there were also presented practical ways of helping those affected by this phenomenon, and contact information – an email address, an emergency phone number and information on the services provided by the center – where those affected by domestic violence can ask for help.
About ADRA Romania
Starting from 2009, ADRA Romania leads the Emergency Shelter for Victims of Domestic Violence – ADRA House. Here, women who have reported incidents of domestic violence to the authorities receive accommodations, food, and emergency medical assistance. The services include individual and couple psychological counseling, social assistance, or information on possible legal counsels for the victims who are engaged in a lawsuit against the abuser.
ADRA Romania is:
- Member of the NGDO Platform
- Member of the Platform of Nongovernmental Organizations for Child Protection (FONPC)
- Accredited social services provider for the Counseling and Support Center for Victims of Natural Disasters
- Accredited social services provider for the Information and Counseling Center for People in Need