Lowe & Partners says #ENDviolence through an interactive video for UNICEF Romania Posted on


Lowe & Partners developed the concept of a video part of UNICEF’s global campaign #STOPviolentei (#ENDviolence), aiming to prevent violence against children. The violence can be found where you least expect it. Even inside you is the campaign’s message that highlights the tolerated forms of violence in the Romanian society and beyond.

“To talk about violence against children, when no parent would admit being violent to his kid, is a challenge. The problem will always be considered as an external one in which I, no matter who I am, do not include myself. Here is where the idea of an interactive video came, a video which allows users to experience, in real time, the aggressor’s role. And the surprise will be huge, as you start with good intentions. The final revelation – that the violence’s seed can grow within self – is the message we hope to gather attention and lead to reflection.” Raluca Popa, Copywriter, Lowe & Partners.

The video has the music signed by German artist Nils Frahm and is directed by Andreea Paduraru.

The music video for the song “Hammers” is on air on music channels, but for a full interactive experience, we invite you to go online at the link: http://bitly.com/GasesteCopilul

Project team:

Lowe & Partners: Raluca Popa (Copywriter), Dan Costea (Art Director),  Manuela Gogu (Creative Director), Elena Dospinescu (Digital Creative Manager),  Ruxandra Popescu (Account Executive) și Diana Stancu Mottok (Account Director)

Unicef: Despina Andrei (Communication & Fundraising Manager), Raluca Manta (Communication & New Media Analyst)

Initiative: Silvia Zbârcea (Head of Unit & Account Director), Irina Vasile (Media Planner), Alina Tane (Digital Account)

Golin Romania: Raluca Duta (Community Manager)

Video production: Saga Film and BRO Studio.