THE FOUNDERS’ PORTFOLIO · INTERACTIVE INSTALLATION · 2014
A message of encouragement, right on the window between mother and child.
At the Polizu Maternity Hospital in Bucharest, the window onto the neonatal intensive care unit became the place where people’s thoughts from all over the country arrived. Messages sent online were projected onto the glass in real time, for the mothers waiting for their children.
“The Window of Hope” was part of the Dorna campaign “Care for children”, developed together with Save the Children Romania. Colorbitor built the interactive installation. The project is part of the experience of Susțin’s founders.
Installation delivered in 2014. The message platform only operated during the campaign.
The final experience: the messages appear on the window between the waiting area and the intensive care ward. Image from the press at launch.
2014The year the installation was built
3.000+Messages of encouragement for the mothers at Polizu
Coca-Cola HBC Romania corporate responsibility report 2012–2014, p. 124
Polizu Maternity HospitalThe place of implementation, Bucharest
The figure describes public participation in the installation. The window added a strand of encouragement for mothers within a wider programme through which Dorna and Save the Children supported equipping maternity hospitals; that programme’s results are not attributed to the installation.
HOW IT WORKED
From a message online to a projection on glass
A place for encouragement
The campaign started from the time mothers spend waiting, close to their hospitalised children. In that space, a message could arrive from someone who had been through a similar experience, or from a person who simply wanted to be there with them.
The window was already there. The project gave it a function: making visible the support coming from outside the hospital.
Taking part, a few words away
During the campaign, people could send words of encouragement through the grijapentrucopii.ro platform. The installation displayed them on the window separating the waiting area from the neonatal intensive care ward. The messages appeared exactly where mothers stopped to see their children.
The projection technology thus connected online participation to a physical space. For the public, getting involved meant writing a few words. For the mothers, those words became visible messages during the wait.
The messages, as they appeared on the glass. Image from the press at launch.
The message platform operated during the campaign, in 2014. This page documents the project; there is no longer a channel through which messages reach the hospital today.
BEHIND THE SCENES
Installing it, step by step
The photographs in the Colorbitor portfolio document preparing the surface, the projection tests and the team’s work on implementation, in the real space of the maternity hospital.
Preparing the projection surface.Projection tests before opening.The team at work on the implementation.The working installation, in the maternity hospital.
Photographs published in the Colorbitor portfolio. Click to enlarge. The people in the photographs are not identified.
The implementation was covered by PRO TV News and by publications such as BABY Magazine and retail-FMCG.ro. In 2016, “Window of Hope” was shortlisted at the FIBRA Awards in the Creative Use of Media category, with McCann as the credited agency.
THE CREATIVE CONTRIBUTION
Who did what
Colorbitor built the interactive installation and the projection on the window. The campaign is credited to McCann in the case study published by IQads. Dorna and Save the Children Romania built the framework of the initiative, and the Polizu Maternity Hospital was the place of implementation.
Dorna
The “Care for children” campaign, within which the installation was built.
Save the Children Romania
Partner in the initiative
The framework of the programme dedicated to maternity hospitals and the relationship with medical units.Discover their work ↗
Colorbitor
The interactive installation and the projection on the window. The campaign is credited to McCann.
Susțin’s founders
A project presented as the founders’ experience, delivered through Colorbitor in 2014.
In the Susțin portfolio, this project shows the founders’ experience in building installations that connect a community with the people a campaign is created for.
WHAT WE CARRY FORWARD
Do you have a project that could bring people closer to one another?
For Susțin, the project is a reference for how we can use technology in social campaigns: we start from the people we address, choose the right place and make participation easy. A message sent from a distance can become part of the experience of a place.
Together we can build installations and forms of participation for cultural venues, communities and organisations. If you have an idea or a place where such an intervention would be useful, let’s talk.
Credits: Dorna · Save the Children Romania · Campaign credited to McCann · Interactive installation by Colorbitor · Polizu Maternity Hospital, Bucharest · A project from the portfolio of Susțin’s founders, delivered in 2014.
