We’ve teamed up with ReACT, a local nonprofit organization and tried proving otherwise. We strongly believe in our mission to offer more than just advertising to the world. My personal belief is that we can change it.

How did we do it?

Unfortunately, our online advertising budget was practically inexistent so we had to try and make the best of our ideas.

We’ve started with a teasing campaign and one word: “Grandocardiac”. In Romanian it sounds a little like a heart condition problem. It actually means a person with a great heart.

We took the concept further by building a website (www.grandocardiac.ro) and filming a video clip asking people on the streets “What do you think grandocardiac means?”. We got a lot of answers. Some funny, some dull and some pretty close to the concept.

Next step was asking people to write about us. We’ve asked some of the most influential bloggers to write something about the campaign (telling them nothing about it, just that it is for a good cause).

The result was huge. It spread throughout the blogosphere, and the word we invented became a meme. Last time we’ve checked there were more than 4000 pages mentioning the word, with about 5000 at the teasing campaign’s peak.

A chance for life

People got anxious wondering what was it all about. We thought of showing them what was all about but we needed to do one more thing. Something that was never done in interactive campaign.

We organized a Flash Mob. People were curious, they already knew something about the concept and wanted to know more. The campaign gained even more exposure.

When the moment was right (yesterday) we’ve launched the campaign, starting with the PentruViata.com website (“PentruViata = ForLife”).

We plan to make it big and solve the blood problem. We count on people’s response and their willingness to help solve this problem. I am optimistic about it.