Protect all the families

Creative idea

Denying civil unions to the LGBTQIA+ community affects not only them but also their parents. We asked Accept NGO to introduce us to parents. Many were used to being apart from their children due to studying abroad. This pain could resurface if their kids found love and had to leave Romania. We encouraged parents to express their unspoken emotions through letters while keeping it a secret. Later, we invited the children to a studio where they were surprised to find their mothers and listened to their letters. We filmed these moments with no retakes, capturing real tears and unscripted hugs.

Brand name: ACCEPT NGO
Advertiser / client: ACCEPT Romanian non-governmental organisation
Product / service: Social manifest
Campaign name: Protect all the families
Agency network: PUBLICIS
Agency: Publicis Romania, Digitas Romania
Media agency: Zenith Romania
Production company: Prodigious
Web address: https://acceptromania.ro
Agency chief executive officer: Alexandu Badila
Executive creative director: Titus Dumitrescu
Creative director: Miruna Dumitrescu
Art director: Ciprian Frunzeanu, Edward Toth
Copywriter: Stefana Grigoras
Managing director: Loredana Baracu
Strategic planner / strategist: Ioana Mihai
Film production: Animotion
Director: Ciprian Frunzeanu, Patrick Brăila
Director of photography: Vlad Dumitrescu
Music: Global Records - song written by Wrs and Holy Molly
Additional company: Alexandra Trofin & Calin Buzea, Co Managing Directors Digitas Romania Bogdana Gusuleac, Sr. Client Manager Publicis Romania Alexandra Craciun, Digital Account Manager Paul Dojoiu, Jr. Strategic Planner Digitas Romania Ana Blas, Senior Data Analist Digitas România