At the time, 6 Romanian women were dying from cervical cancer, every day. The major problem was that most women were not aware of this type of cancer. Our task was to increase awareness about the disease and promote the message that free testing was widely available in state-run clinics across the country.
The client had a tiny production budget of roughly £30.000 but was hoping to generate a nationwide response by producing a piece of video content to be aired using free media. After considering several scripts, we realised that a simple video would not deliver the appropriate human and dignified response the situation asked for.
That is why we came up with the idea of installing in all major Romanian cities a series of ‘growing modular memorial monuments’ bearing the victims’ names on each module. We decided to skip paying or asking for any free media in advance or for doing any additional printing by directing all our budget to the design and construction of these art installations so that they generate free media instead.
In order to achieve this, we teamed up with a number of 3 top local architects and worked together with them in delivering some outstanding ‘conversation starter’ monument designs.