Prison Fix Up – How Patru Mâini addressed the core of the biggest Romanian protests since ’89

Advertising7 March 2017 - Catalin

Prison Fix Up – How Patru Mâini addressed the core of the biggest Romanian protests since ’89

If you follow us on social media, you may have seen that one of our clients, namely the good-doer Patru Mâini, caused quite a stir amidst the biggest protests in Romania post-1989. Curious to find how and why? We’re happy to tell you.

CONTEXT: CORRUPTION vs. HONESTY

Romania’s greatest post communism protest stood against an emergency ordinance that the government passed to help corrupt politicians escape justice. How was a local, 4% construction materials brand, positioned around honesty, show its solidarity in this context?

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SOLUTION: FIX THE REAL PROBLEM

When everybody was protesting against the undemocratic and dishonest way of issuing the ordinance, Patru Mâini took to the heart of the problem: the government had justified the ordinance with a European Court of Human Rights report that blamed the poor penitentiary conditions. Thus, it publicly offered to help the renovation of all prisons; with each day the officials delayed retracting the ordinance, Patru Mâini would renovate less prisons.

Read the press release in full here.

RESULTS: 27 PRISON RENOVATIONS

The most trustworthy media hubs in Romania (Digi24, Europa FM, HotNews) have declared the brand’s initiative as the most constructive of all forms of protest. Our adhesives, grout and concrete screed are waiting to reach 27 prisons that need renovation, as Patru Mâini and the National Administration of Penitentiaries have already agreed on.

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We were overwhelmed with the reactions we received: Patru Mâini gained a lot of new fans supportive of the initiative and great visibility. The most pleasant surprise came from the loyal Patru Mâini buyers who intervened in comments whenever someone unaware of the social component of the brand suggested it should renovate kindergartens instead. The existent community of Patru Mâini buyers took charge and remembered critics of the brand’s social actions in kindergartens, schools and hospitals.

We promise to keep you up-to-date with the next steps of the #cinsteNUhotie campaign and you can follow the brand’s journey here.

UPDATE: The campaign made it to the ADC Romania top of the month!

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