BILLS OF CONTRACEPTION - VIF NETWORK
DDB ROMANIA, January 2025
TEAM: ECD: Roxana Nita // CW: Luca Costea // AD: Ana Tanasa
This campaign used a direct, tangible medium: Romania’s only female-featured banknote—to spark immediate public engagement with a critical social issue: access to free contraception. By redesigning the banknote and integrating a QR code that led to a petition, we created a direct action tool that put pressure on lawmakers. The execution turned currency into a medium for activism, delivering our message directly into people’s hands.
We got a historic win for reproductive rights, right after the largest increase in the Health Ministry’s budget in 15 years, the Ministry is now drafting a a comprehensive reproductive health law where free contraception will finally be included.
Finalist Cannes - Health @Cannes Lions;
Bronze - Healthcare @Cresta Awards;
Shortlist - Cultural Impact @Cresta Awards;
Gold - Social Good Campaigns @Webstock;
Campaign board
Campaign film
The idea crossed boundaries between finance, public health, and activism. It turned currency into a tool for civic engagement, sparking engagament with the civil society. It transcended the original challenge by not only raising awareness, but actively influencing policy. The banknote ceased to be just a symbol; it became a tool for societal change.
Results:
The civil society's push for contraceptive access gained immense traction, with over 150k people signing the petition via the banknote's QR code in just two weeks. 78% of bills were scanned, unlocking 4.5M lei in symbolic funding. On average, each bill was scanned 3.2 times. The campaign garnered widespread media attention and sparked discussions on social platforms, generating 500k+ organic impressions. Over 30 influencers helped amplify the cause, with some reaching an engagement rate of 18.6% and an estimated 450k people. Support from MP Cynthia Paun furthered the cause, bringing the issue of free contraception to Parliament. The campaign's timing coincided with the new budget allocation, prompting the Ministry of Health to announce its largest budget increase in 15 years. They also announced the Coalition for Gender Equality they will start working soon on a national contraception guide and a comprehensive new reproductive health law, one that ensures access to free contraception.