Client:
Filia
Sector:
Campaign, Medical, NGO
Year:
2024
Type:
Art Direction
Digital
Poster
Strategy
Imagine a job like an obstacle course. That’s also a maze. With lives hanging in the balance.
That’s pretty much what female rights organization Filia entrusted us with. A social media campaign designed to encourage mature women, from small urban and rural communities, to navigate Romania’s universal, yet deeply flawed, health care system and have potentially life-saving sexual and reproductive health check-ups.
The Catch
Sadly, many of these women were to embark on a disheartening journey, full of roadblocks: no hospitals in their area, no insurance, no day care, no public transportation, sometimes not even a proper road connecting their house to the main road. Coupled with scarce knowledge of their possible health issues, conspiracy theories, popular beliefs and bad experiences from previous attempts to acces medical care. The most heartfelt and informative of online ads seemed unable to tackle the harsh offline reality our women inhabited.
So here we were. Wishing things were different.
Our Social Media Campaign Glitch
Wishful thinking we did.
Wishful thinking we did. Plus some hijacking of female online communities. Well, at least of their wording and aesthetic (We’ll get to that in a bit). Now back to us instinctively wishing the discouraging circumstances of these women away.
Once we did that, they instantly began to remind us of someone. Our moms, aunties and grandmas.
You know, the ones who make our notification bell ring five times a day, getting our heart racing with “OMG, I hope she’s ok” every single time. Only for some kitschy “Enjoy your coffee!”, “Stay healthy!”, “Have a nice day!” meme to lighten up the screen. The very type of content many well-meaning women in that age bracket, no matter their background, love to share with their entire contact list. Bingo!
Cafeluta as a Cultural Phenomenon
Hundreds of thousands of followers. Believe it or not, that’s how many “Have a nice cup of coffee” Facebook groups have. The other thing they have being an unmistakable visual and verbal style.
Coffee mugs handy, we dug ourselves into “”cafeluță” group feeds. Got the hang of their “art” (a fun and challenging task at the same time). And designed exactly that: tens of digital well wishes cards, brimming with glitter, hearts, roses, the whole shebang. The perfect disguise for the crucial info we needed to deliver to our women, in order for them to have their state insurance covered check-ups, treatments, procedures. To be ok FR.
Accolades
Oh, they look tacky? Cutting-edge can seem a bit tacky around the edges. And if it’s for a good cause, we’re totally down with it.
As was ADC Romania who awarded us Silver in their July 2024 top. See more of our purpose-driven work at Glitch.
