Tell your sorrow

Romanians are particularly reluctant to admitting they go through a rough time and almost never talk about their difficulties especially in a public setting. This is due to the communist era which dissolved the intimate rural communities and created a stigma around vulnerability and confession. The result? A rigid society with people who judge appearances, but are also afraid of talking about what they feel like. The pandemic added to this context and we were witnessing more Romanians than ever suffering from anxiety and depression. We aimed to normalize a mental health conversation and, under the UNICEF’s umbrella, have engaged almost 40 unpaid influencers who confessed publicly about their own difficulties during the pandemic. The campaign resulted into 8.9M views on TikTok and dozens of digital materials UNICEF uploaded on its channels.