Lucian Georgescu President

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Lucian GeorgescuPresident Executive Creative
Directoron behalf of Graffiti/BBDO Romania
andONPHR Organizatia Nationala a Persoanelor
cu Handicap din Romaniawill talk about
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• How Ive learned to love happy-endings even
  though I used to hate them
• or
• The battle of Ten versus 89

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An essay about the relativity of figures
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• 6.000.000.000
• World Population

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10 Total of persons with disabilities
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• 22.000.000
• Romanian population

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• 2.200.000
• Number of Romanians with various disabilities
  like...

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workers, students, beggars, painters, teachers,
gipsies, women, adults, Romanians, men,
shepherds, engineers, doctors, Hungarians,
children, musicians, Germans, peasants, retired,
TV stations owners, writers, economists, railroad
employees, computer operators, film directors .
workers, students, beggars, painters, teachers,
gipsies, women, adults, Romanians, men,
shepherds, engineers, doctors, Hungarians,
children, musicians, Germans, peasants, retired,
TV stations owners, writers, economists, railroad
employees, computer operators, film directors.
workers, students, beggars, painters, teachers,
gipsies, women, adults, Romanians, men,
shepherds, engineers, doctors, Hungarians,
children, musicians, Germans, peasants, retired,
TV stations owners, writers, economists, railroad
employees, computer operators, film directors.
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• 
  1
• system

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• 1
• mentality

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• 18
• The number of Associations represented by the
  Organizatia Nationala a persoanelor cu Handicap
  din Romania
• Romanian National Organization of Disabled People

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• 1 Office
• 20 sq. meters of space
• 5 chairs

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• One
  Secretary
• No hands
• (excellent coffee!)

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• No brief.
• No name.
• No budget.
• No sponsor.
• No deadline.

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• 
  just
• One
• letter

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• Something. Anything. Anytime.

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(No Transcript)
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• 200,000
• General Romanian Vocabulary

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• 4
• Insults

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• 8,000

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• 10
  ()
• Referring to a precise physical disability

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• 800

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• 1
• Mentality

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• This mentality to disappear

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• 3
• December
• The International Day of Disabled Persons

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• Ten
• different TV spots
• Eleven
• print ads

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• Four TV Stations, Five magazines, Two Newspapers

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• 5.000.000
• Audience

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• 400,000
• Advertising and PR value of exposure

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• ZERO financial investment

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• 100
• pure passion and dedication

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• One year of fighting.
• Another 100 to come.

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• To continue

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• 1 little experiment

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• Insertii Print Ads 1

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(No Transcript)
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(No Transcript)
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• 10
• 89
• 99

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• ONE

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• THANK

YOU