Romania launches 'Invisibles' campaign to amplify the voices of the unheard

Provident Romania officially launched its Invisibles community programme marking a new chapter in IPF’s goal to support society’s most overlooked and vulnerable individuals.

With a clear purpose to “be the voice of those who are not heard,” the campaign blends creativity, technology and grassroots action to raise awareness and support people who are often unseen in society but who have powerful stories to tell.

The launch featured a multi-layered communications campaign which in the first 48 hours generated national attention in Romania and reached over 620,000 viewers. These included:

• An interactive website invizibilii.ro which showcases real stories and allows visitors to contribute directly to raising visibility with each click.
• Creative public installations including eye-catching wireframe statues representing ‘the Invisibles’, placed in high-traffic areas of Bucharest.
• Branded public transport—a bus and tram carrying the Invisibles campaign message across the city.
• A press event hosted on an Invisibles-branded bus, which attracted 16 journalists and influencers and resulted in national TV coverage, stories published in more than 30 online publications and engagement across social media platforms including Instagram, Facebook, TikTok, and LinkedIn.

Looking ahead, our team in Romania will continue to partner with NGOs to focus on specific Invisible groups, with particular emphasis on employability workshops and senior citizens.