In a country where nearly a quarter of all underage mothers in the European Union reside, Romania’s alarming statistics on teenage births (almost one in every ten births) call for urgent action. This is especially striking given that the Romanian National Health Strategy has included a plan for free and universal access to contraception for over a decade — yet the Romanian Ministry of Health has failed to implement it.
This is the backdrop for the ‘Pass the Bill’ campaign, created pro bono by DDB Romania for women’s rights organizations FILIA Center and the Gender Equality Coalition. The campaign addresses this discrepancy by linking the lack of access to contraception with Romania’s first-ever 20 lei banknote featuring a woman, Ecaterina Teodoroiu, a World War I soldier. Though it was launched in 2021 with much fanfare, the 20 lei bill quickly vanished from circulation, symbolizing not only the neglect of women in Romania but also the broken financial promises regarding reproductive health funding.
The campaign centers on a short film directed by Bogdan ‘Hypno’ Moldoveanu, which features actress Ilinca Manolache printing replicas of the rare 20 lei banknote. However, these printed notes are not actual currency. Instead, they contain a code that, when scanned, symbolically unlocks 20 lei for the campaign’s cause — a call for state-reimbursed contraception methods. The campaign tracks the total funds raised through this symbolic money on a digital platform.
Roxana Nita, Executive Creative Director at DDB Romania, explained that the idea emerged from a fundamental truth: while contraception remains underfunded, the only Romanian banknote to feature a woman has almost disappeared from circulation. This stark reality reveals how the financial commitment to women’s reproductive health has never truly materialized, despite being promised by the government. As part of their campaign, the banknotes are distributed through various clinics, shopping malls, and online platforms, encouraging people to scan the notes and show their support.
Key to the campaign’s success is its creative execution. Director Hypno’s vision helped create a powerful and slightly dystopian atmosphere where women are seen printing their own money — symbolizing their demand for the financial resources they’ve been denied. Ilinca Manolache’s role as the protagonist not only highlights her acting skills but also her dedication to gender equality initiatives, making her the perfect fit for the campaign.
The campaign has gained significant traction, with over 30,000 symbolic banknotes distributed and more than 30 influencers joining the cause. It has sparked conversations about women’s reproductive rights across Romania and internationally, reaching European ambassadors and the UN. The funds raised are tracked on a dedicated platform, demonstrating the growing support for state-funded contraception.
As Roxana Nita shared, the goal is to create a louder conversation and put pressure on the Romanian government to finally fulfill its promise to provide free contraception for vulnerable women. With the success of the ‘Pass the Bill’ campaign, the hope is that Romania will take the necessary steps to ensure access to contraceptives, impacting the lives of women and families in a deeply positive way.
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