IULIUS: #OrașeRenăscute - Sustainability Campaign
Why the Sustainability Campaign Started
Romania is experiencing a slow pace of urban development, high levels of air pollution and limited access to health services and education in urban areas. This was the worrying context that prompted IULIUS, a leader in mixed projects and urban regeneration in Romania, to implement an initiative aimed at raising awareness of the importance of urban regeneration projects and bringing this topic to the public agenda.
How we supported urban regeneration: the integrated communication strategy
With the help of a team of leading experts with diverse specializations in urban regeneration, we developed an integrated communication strategy for the campaign that told a complete, 360-degree story, called #OrașeRenăscute. The theme was urban regeneration as a favorable factor for mobility, cleaner air, cultural spaces and entertainment for people.
Why cities need to be revitalized, what aspects must be taken into account in urban development strategies, how community life is transformed, what are the international trends, how a more sustainable future can be created are questions that the #OrașeRenăscute campaign has set out to answer through the voices, expertise and experience of specialists.
How we took the sustainability campaign forward
Through the first documentary on urban sustainability and the positive impact of urban regeneration, we told a story about how the concept of urban regeneration can be used to encourage inclusion, a sense of belonging and sustainability in contemporary cities.
To further increase the impact of these stories, a partnership was planned with Republica.ro — one of the most well-known generalist online publications.
It was an integrated campaign, which started with the manifesto video filmed with the experts, and ran for about 6 months, with explanatory interviews of the specialists in the mass media and visibility on the social media channels Facebook IULIUS and LinkedIn IULIUS.
Award for the best campaign supporting cities
Demers, which brought together experts from the fields of urban planning, architecture, sociology and economics to explain this complex concept, won the award for Best Campaign Supporting the Cities to be Inclusive, Safe, Resilient and Sustainable.
The prize was awarded in the Eventiada 2021 competition, a regional partner of the Golden World Award (GWA), organized by the International Public Relations Association (IPRA).
Frequently asked questions:
1/ What is urban regeneration and why is it important?
Urban regeneration is the process by which degraded or underused urban areas are transformed into functional, attractive and sustainable spaces. This contributes to improving infrastructure, increasing air quality, developing urban mobility and stimulating cultural life in cities.
2/ How can a sustainability campaign influence the development of cities?
A sustainability campaign like #RebornCities brings key topics related to sustainable urban development on the public agenda and engages the community in understanding the benefits of urban regeneration. Through documentaries, media partnerships and inspirational stories, such campaigns can generate public and political support for urban modernization projects.
3/ What are the benefits of urban regeneration projects for the community?
Urban regeneration projects bring multiple benefits: they reduce pollution and improve air quality, create green spaces and relaxation areas, stimulate sustainable urban mobility, support local economic development and strengthen the cultural identity of cities.
