The campaign was based on worrying statistics: according to a study conducted by GFK in 2005, Romania was No 1 in Europe, in terms of abortion. Also, 47% of women didn't use any contraception method and 43% of the interviewed women have had at least one abortion.
The strategy behind the campaign was to help women understand that although abortion leaves no visible scars, they run much deeper than others.
Creative Director: Oliver Kapusta
Art Director: Cosmin Ezaru
Copywriter: Luiza Ungureanu
Strategic Planner: Teodor Cucu
Art Director: Cosmin Ezaru
Copywriter: Luiza Ungureanu
Strategic Planner: Teodor Cucu
