Health Ministry of Romania: Om cu Om Oprim Pandemia

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On January 2021, the COVID-19 cases were growing and starting to average 3.500 cases a day. Just as the cases grew, so did the disbelief of Romanian people on vaccines due to many factors such as conspiracy theories or political figures discrediting the benefits of vaccines. The Health Ministry of Romania called me to join as an Art Director in the vaccination campaign.

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The challenge was tough. Romanian people tend to have little to no faith in their government, and that’s not new. Also, the faces of the vaccination campaigns were people from the military that didn’t show much empathy on the glass. The Health Ministry needed a new look. With a new vibe. Something inspiring, something positive. And most importantly, something human.

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They asked us to deliver a 360 campaign and a new visual identity. But everyone had to get vaccinated, at least 70%, so we can get back to normal. So… how do you speak to everyone? This was the challenging part to figure out… and in a short time. So, we created a concept around “unity” and created a call to action. A common mission. “man by man, we stop the pandemic” (surely it sounds better in Romanian). No matter how different we are, we all want to go back to our lives. And with our loved ones too. We used public figures from different environments, people with very different audiences in front of the camera. We put them in contrast. They told us what they missed most from before the pandemic. And it was all the same.

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As an Art Director, I had to create the visual part of the campaign. So, I created, alongside Marius Maris, our Creative Director, the visual system for the campaign. We used a typographic logo and chose vibrant and hopeful colors along with it. We created OOHs, brochures for family doctors to pass on to their clients, posters for students, stamps for the national post office, SM posts, conference prints, visual guides for companies and cities to embrace the campaign and much more. We had to get everywhere and speak on proper channels for different segments.

Regarding the result, we created many series of content loved by our public. They had an educational purpose and often some sort of FQA’s. It was very important to be mindful of the public’s uncertainties. And we reached organically over 12M people on social media.