Our campaign targeted those who didn’t consider voting meaningful. We based our campaign on the ridiculous excuses people use for not coming to vote, depicting a different course of history, as if Romania would have been conquered by a neighboring power. The videos became an instant viral and all TV stations asked to broadcast them. Earned media at its best. Plus big firepower in the online – social media and content creators especially. Result: from 67.6% of the population not intending to vote, to 62% voting. One of the two candidates shared our videos. He is now the President.