The Ridiculous Desk

Creative idea

Romania has the highest number of teenage mothers in Europe and 85% of them abandon school. CONAF, Romana’s National Confederation for Female Entrepreneurship, introduced The Ridiculous Desk - a school desk designed with an integrated cot - and campaigned to change the law and secure a state scholarship for every teenage mother, so they can afford day care, rather than the ridiculous option of bringing their baby to school. The Ridiculous Desk was taken to Parliament and nationwide debates followed, attracting thousands of teachers, parents and pupils, resulting in a law amendment which enabled 9000 mothers to continue their studies.

Brand name: CONAF
Advertiser / client: CONAF
Product / service: Public Awareness for Teenage Motherhood
Campaign name: The Ridiculous Desk
Agency network: Cheil Worldwide
Agency: Cheil Centrade, Bucharest
Digital agency: Cheil Centrade
Web address: https://www.pactulpentrutineri.ro/clasa-m
Agency chief executive officer: Radu Florescu
Chief creative officer: Mihai Gongu
Executive creative director: Mihai Gongu
Creative director: Denisa Armasu
Art director: Radu Rebei
Copywriter: Denisa Armasu
Designer: Radu Rebei
Account director (agency): Ana Maria Radulescu
Strategic planner / strategist: Miruna Baias
Pr director: Ana Maria Gavrilă
Film production: Stay Sharp Film
Director: Andrei Mîndru
Director of photography: Alexandru Dorobanțu
Music: Silent Strike
Screenwriter: Denisa Armasu
Additional company: President: Cristina Chiriac Creative Director: Cătălin Orezeanu Senior Expert SME Platform: Răzvan Tănase Head of Marketing and Digital Product: Gabriela Alexandrescu Client Service Director : Carmen Miruță Traffic Director: Mihaela Iamandi Producers: Iliana Dumitrache, Alexandra Lele, Cosmin Dogaru Production assistant: Francisc Uba First AD: Vasile Todinca Art Director: Anca Miron Styling: Maria Cretu Make-Up & Hair: Claudia Musat Color Grading: Andu Radu