The corporate social responsibility campaign “Right to Read”, by OTP Bank Romania with Nicola Porter Novelli, “Best campaign in Balkans”
- 2000 entries were registered in the competition, with an average of 20 entries in each category
A whole team worked for its dream to be found in the world of stories with princes and princesses … a magical world of a happy childhood, and so the “Right to Read” campaign was born. Its aim was to supply primary schools in disadvantaged rural areas of Romania with books to create their own libraries.
„Children are the future of tomorrow. Let’s give them back their Right to Read!”
„Reading gives future generations a healthy education – donate a book!”
The campaign really resonated with the Romanian people, and more than 40,000 books were donated by the public, publishing houses and other stakeholders during March, 2010-May, 2011 (double the target). Thus, more than 12.500 children from 72 schools in rural areas now benefit from books. The campaign was so effective that many organisations, publishers and celebrities offered their help without it being solicited.
With such outstanding results, the subscription to one of the most prestigious competition dedicated to the PR industry came naturally. The news that the Right to Read campaign was shortlisted at EMEA Sabre (Superior Achievement in Branding and Reputation Excellence) Awards 2011 came as a true recognition of the CSR program. The Right to Read campaign was shortlisted in The Balkans Geographic Category, along with other 4 programs: OMV Move and Help – Moving on with reading (OMV); Live Actively! (Nestlé, Bulgaria); Talents on Board (Coca-Cola) and Cross on Safe (Postbank).
The Gold award received by the Right to Read campaign, for the „Best Campaign in Balkans” emphasized the campaign’s impact on local communities. The awarding ceremony took place on May 18, 2011 at Prague Castle.
And the story goes on... The campaign successfully continues in 2011 as well!
