MAGIC Association: Together for Magic HOME - Fundraising Campaign

MAGIC Association: Together for Magic HOME - Fundraising Campaign

Background: parents, collateral victims in children's fight against cancer

Every year, 500 new cases of childhood cancer are diagnosed in Romania. Another 5,000 children are already undergoing treatment. This is what the data showed in 2018, when the campaign was implemented. Unfortunately, pediatric cancers can only be treated in a few specialized clinics, spread throughout the country, often far from children's homes. Parents who do not give up in the face of the disease have only one real option to be close to their children during treatment: a hospital chair.

Field research

Beyond official statistics and the experiences and stories of the people who lived at Magic HOME — the first research tools used in the campaign — visits to oncology centers, the harsh reality of hospitals, conversations with doctors and nurses quickly revealed a collateral victim of the fight against cancer: parents.

Campaign strategy for fundraising

The campaign's strategy was based on identifying and capitalizing on a symbol that is powerful enough to create an experience that raises awareness and makes people feel the agony of parents, ultimately leading them to understand how important it is to provide them with shelter when they are away from their children.

As a result of the research, the parents' chair was strategically placed in a highly visible place in the center of Bucharest — Galateca Art Gallery. The ultimate goal: Fundraising through 100,000 SMS.

Launch of the campaign

The “Together for Magic HOME” campaign started with a press conference at Galateca Gallery, where the solidarity chair remained for almost a month, bringing together representatives of Magic HOME (Melania Medeleanu and Vlad Voiculescu), medical staff — a pediatric oncologist and a psychologist — as well as several families with children with cancer who lived at Magic HOME. Three of the campaign's best-known ambassadors spoke at the conference: Oana Pellea, Antonia and Marius Manole.

Probably the most touching (and shocking) moment of the event was the premiere of the campaign film, which features well-known personalities sitting on the seat of pain. The fundraising campaign for the Magic HOME center managed to attract massive support from the very first days.

Fundraising campaign results

A total of 636 people sat in the seat until the full amount was raised, and another 1,185 were scheduled to do so by April 2018. The campaign raised 17% of the target amount in just 24 hours after launch.

It ended 23 days later, with 115,000 donors sending the recurring SMS of 2 euros, plus an additional amount of 309,000 euros donated by other individual sponsors and companies, compared to the 100,000 planned SMS.

38 companies, including Uber, IKEA, Kaufland, C&A, Ariston, Akzo Nobel and Holcim, spontaneously joined the joint effort to build a home for parents of children with cancer and provide them with the best conditions to continue the fight.

The campaign was implemented together with the Jazz Communication agency.

Frequently asked questions:

1/ What is Magic Home?
Magic HOME is a free accommodation center for parents of children diagnosed with cancer, who must stay close to hospitals where they are undergoing treatments.

2/ How can a communication campaign influence social change?
A well-thought-out communication campaign with a powerful symbol and emotional strategy can raise awareness, mobilize communities, and attract resources to solve a social problem.

3/ What is the solidarity chair?
The solidarity chair is the symbol of the “Together for Magic HOME” campaign and represents the place where parents stay for hours or days in hospitals, with their sick children, often with no other accommodation option.

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