Digital, Case study Romanians Adopt Remainians by GMP Bucharest, Webstyler

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Romanians Adopt Remainians

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Industry Online Press, Media & Information, Human Rights
Media Digital, Interactive & Mobile, Case study
Market Romania
Agency GMP Bucharest
Agency Webstyler
Released December 2016


Ad Stars 2017
Diverse Insights - Gold
Public Service Advertising Human Rights Gold

Credits & Description

Agency: Gmp/Webstyler
This is the story of how an online newspaper from Romania answered hatred with empathy in a sensitive political context and championed a positive image of Romanians in global media. Context: immediately after the Referendum vote in the UK, hundreds of xenophobic attacks were witnessed in the street and in social media. Romanians immigrants were an important target of the hate speech promoted by tabloids and populist politicians. Leading Romanian newspaper decided to fight hatred with empathy and launched RomaniansAdoptRemainians.EU in just 48 hours. Thousands of British citizens applied to be adopted by random Romanian volunteers and generated virtual Romanian IDs.