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DDB Romania Wins in Glass and Gets ‘Agency of the Year in Romania’ Title at Eurobest 2022

23/12/2022
Advertising Agency
Bucharest, Romania
96
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Agency recognised for #UnExaminable campaign, an initiative to eliminate the use of virginity tests

DDB Romania won a trophy at one of the most important creative festivals in Europe, part of Cannes Lions, Eurobest 2022, in the category "Glass: The Award for Change", for the #UnExaminable campaign, an initiative to eliminate the use of virginity tests, launched at national level in the summer of this year, in partnership with the Network for the Prevention and Combating of Violence Against Women (V.I.F.). This is the third international award won this year by DDB Romania - after Silver at the Cresta Awards 2022 and Gold at the London International Awards 2022 - that the creative agency adds to its portfolio of distinctions.

Also, at the same festival, DDB was declared 'Agency of the Year for the Romanian market'.

Following the international evaluations, DDB Romania was shortlisted and won the Gold trophy - in the category "Glass: The Award for Change" for the #UnExaminable campaign. Moreover, the award for "Agency of the Year for Romania", during the same Eurobest festival, successfully completed the top distinctions awarded to DDB.

"We are extremely honoured to receive these awards at such a prestigious European festival as Eurobest. The Gold Trophy is the culmination of all the efforts of our entire team and certifies that we have communicated with a strong echo about such a sensitive subject", says Roxana Memetea, Managing Partner of DDB Romania, the agency behind this campaign.

"The #UnExaminable campaign, launched this year in partnership with the VIF network, has generated a great impact on the general public, both nationally and internationally. Today, the success of Eurobest, a landmark for the creative industry in Europe, has validated the fact that we have managed to put a sensitive topic on the public agenda and to raise an alarm to the Romanian authorities. The #UnExaminable campaign fights against virginity tests and managed to push a possible legislative change on the public agenda", points out Roxana Nita, Creative Director of DDB Romania.

"Virginity testing is an issue that is as intimate and sensitive as it is shocking, and should not exist in 2022 in any developed country in the world. Through the #UnExaminable campaign, we aim to legislatively eliminate these certifications, still carried out by forensic services in Romania, by drawing the attention of the general public, the authorities and all decision-makers to change. The campaign has generated a tremendous response far beyond the country's borders, which we are very happy about, as it brings us closer to our goal. The Gold Trophy, awarded by Eurobest at the end of this year, is very flattering", adds Roxana Tampau, Managing Director of DDB Romania.


About the #UnExaminable campaign

#UnExaminable was launched on 6 June this year, on the occasion of the baccalaureate exams, as an alarm signal about the existence of an abusive and traumatic type of forensic testing to which young women in Romania can be subjected: the virginity test. By drawing a parallel between the baccalaureate exam and the virginity test, the campaign aims to legislate these tests out of the country's forensic medicine units, which the World Health Organisation (WHO) considers a violation of human rights.

The campaign featured a moving film about a teenage girl who underwent the test just before the exams. In the film, the young girl talks about the anxiety she often faces before her upcoming exams.

The subject of the campaign was launched in a debate on the public agenda and was followed by an online petition to the Ministry of Justice, the Ministry of Health and the National Institute of Forensic Medicine to abolish these exams. More than 40,000 signatures were collected in this petition, which was carried out on the platform of the non-governmental organisation Campaniamea.Declic.ro, in just one week after the launch of the campaign. Less than a week after the launch of the campaign, the Mina Minovici Institute of Legal Medicine in Bucharest (INML) has announced that it will no longer issue virginity certificates on request, regardless of age.

Several well-known Romanian influencers - including Dana Rogoz, Sore, Atena Boca, Oana Trifu, Noemi Meilman, Sînziana Sooper, Beatrice Olaru and Alma Cazacu, Ada Galeș, Andreea Retinschi and Silviu Faiăr - have also got involved in supporting the campaign and have campaigned for the abolition of the virginity certificate, also known as the "two-finger test".

#UnExaminable included online (social media) and press communication actions, an outdoor advertising campaign in Bucharest (led screens in 21 locations, some of them near high schools and universities), visibility actions at high school and university fairs in Bucharest, as well as PR stunts in universities. The campaign ran for a month until the end of June.

#UnExaminable is signed by DDB Romania agency, carried out pro bono in partnership with the Network for the Prevention and Combat of Violence Against Women (VIF), and communicated with the support of ABIS Studio, Porter Novelli, Media Investment, director Iulia Rugină, actress Voica Oltean, composer Mihai Dobre and photographer Adi Bulboacă. 

The #UnExaminable campaign was made possible through the pro bono efforts of teams consisting of:

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