Insight:
Verbal violence against women is not taken seriously in Romania, where half of the Romanians consider that physical violence is normal.
Idea:
We wanted to change this, not by being preachy, but with a meme. We noticed that most common Romanian swears have a reversed word order. It sounds a lot like Yoda swearing. We applied this to compliments, with the help of Ryan Gosling. Our project became a version of Hey Girl, with a Balcanic twist: HEI FATO. We wrote compliments that sound like swears to make men more aware of the importance of speaking nicely to women.
The community:
We launched our Facebook page with Gosling memes on the first days of January. And in just a couple of days, we reached the overwhelming number of 15.000 organic likes, without promoting it at all!
We became an internet phenomenon, with free PR and interviews everywhere. Fans demanded merchandise! We were trendsetters and, soon, everybody was copying and talking like us.
Check out the whole project here:
