Screenshot 2015-09-06 11.50.18In a three-month campaign, Kruk Romania challenged debtors to dare to dream, to express their wishes, and imagine what the first day of their life would look like after they had got out of debt.

This is the attitude that we, together with our already traditional partners – Kruk Romania, a leading receivables management company – wanted to instill into the people who are experiencing financial problems and who often associate this transitional situation with a real catastrophe. The debtors were challenged to dream about what their life would look like after getting rid of debts, and what dreams they would make true if they had the opportunity. For the first time ever, a receivables management company chose to talk honestly and directly with its main audience: the debtors. As part of a road show that visited the main Romanian cities – Iasi, Craiova, Cluj, and Timisoara – we held meetings and coaching sessions with the people whose debts were managed by the company, to give them solutions for escaping the debt spiral. In practical terms, the company wanted to help Romanians make a “good plan” to get out of debt. Over 80 debtors took part in the coaching sessions, in a positive and open spirit, while the questions and answers sessions exceeded 250 minutes combined.

Is there life after debt? Yes!

The responses given by the participants were the basis of a qualitative analysis carried out by sociologist Vintila Mihailescu, and the results of an online opinion poll with over 6,000 respondents showed what the “wishes of Romanians” were. An experienced coach – Simona Gherasim, and also a trusted figure, with a rich life experience – folk singer Sofia Vicoveanca, were the spokespersons of the company.

Screenshot 2015-09-06 11.47.20Each meeting with debtors was followed by a press conference, with over 50 journalists attending and being exposed to the company’s messages, resulting in a total of 160 minutes of questions and answers. In cold figures, the overall results of the campaign sum up to: four dedicated TV debates (with a total length of 145 minutes and an audience of over 100,000 people), 6 articles in print, over 70 articles in the online media, 10 TV news segments in TV newscasts, one agency news report, and an estimated total audience of over 2.6 million people.

Beyond these figures, the wishes people expressed breathed life into the debate, and the involvement of opinion leaders opened the way for the next communication step in this very sensitive area of money and personal budgets.