„SPIRU HARET“ NATIONAL COLLEGE

No 17 Italian Street
www.cnshb.ro
e-mail: haretiana2012@hotmail.com

Information and awareness campaign for the general public on the value of the patrimony of the
architectural cemplex of Coltea: SAVE COLȚEA FROM BEING FORGOTTEN!
Project within the Euroscola National Contest
1. ARGUMENT
In the context of changes regarding the whole European Union (including Romania), the act of
preserving and promoting objects of heritage is confronted with new challenges to adapt to social dynamics.
Thus, in order to support Member States to protect and promote local and national heritage, with the goal of
focusing on the European one, the Parliament and the Council of the EU proclaimed 2018 as the European Year
of Cultural Heritage.On this occasion, within the Euroscola project (reached the10th edition), teenagers from all
over Europe are encouraged to get involved in promoting local heritage by identifying "a patrimony object in
their city or county of residence" and by designing and implementing "an informational and awareness-raising
campaign about the legacy value of the monument ". The Euroscola team of ”Spiru Haret” National College,
Bucharest, chose to promote the Colțea Architectural Complex (the hospital, the church, and the Tower of
Coltea), taking into consideration its historical role and its actual importance.
2. PROJECT TITLE: Save the Colțea settlements from being forgotten!
3. PERFORMANCE PERIOD: August 9th - October 10th
4. PROJECT TEAM: 24 students of the "Spiru Haret" National College in Bucharest, coordinated by two
teachers
5. TARGET GROUPS:
As a project that has been implemented on the level of Bucharest Municipality, with implications on how
citizens view local history, our campaign’s message directly addresses the following targeted types: 1) the
general public - the inhabitants of Bucharest, from urban and rural areas as well as underprivileged
environments. For the online campaign - Facebook - the following options were selected: people of all genders
aged 18 to +85 years of Bucharest, including the settlements located within a 25 km radius around the capital
(meaning, according to Facebook charts, between 1,600 and 4,200 people); 2) local and national public
institutions (Bucharest Museum, Colțea Clinical Hospital, City Hall, Ministry of iCulture); 3) private sector
institutions; 4) tourists; 5) teachers, gymnasium and high school students, and their parents, from both the
Spiru Haret National College and other Bucharest schools; 6) media.
The Euroscola team has proposed that the message should reach as many people as possible in
Bucharest, to public or private institutions which, by their very nature, are behavioral educators or have a large
influence in the community in terms of persuasive transmission of accurate information. The change in the
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mentality of the general public related to the historical knowledge of the city in which they live is achieved
gradually, by corectly understanding the role played by said patrimonial object in the social, cultural and
economic dynamics (at both national and European level). In the first phase, we faced the indifference of the
citizen trapped in the meanders of everyday life, but as our campaign intensified, we got reactions.
6. PARTICIPANTS: students and teachers from the "Spiru Haret" National College in Bucharest,
representatives of public institutions (Colţea Hospital, Colţea Church, Bucharest City Hall, Bucharest City Hall,
University of Bucharest - Faculty of Geography, Ministry of Culture), media (radio, TV); for the
implementation of the word of mouth technique: sound, theater, sports, television, etc.
7. PURPOSE:
The goal of the campaign launched by the Euroscola team of the "Spiru Haret" National College in
Bucharest was to inform and raise awareness of the importance of promoting local heritage in a national context
as a link to the consolidation of the values on which the European Union is founded.
8. OBJECTIVES
8.1 General objectives
- to inform the public about “The year of the European cultural heritage”-2018 and the objectives of this action
by the European Parliament and the Council of the European Union;
- to bring forth of the tight cultural and scientific bond that has been formed throughout history between
Romania and the other states member of the European Union;
- to pinpoint the role of certain Romanian personalities in strengthening the European identity;
- to spread information regarding the patrimony in Bucharest and its national and international value (historic,
scientific, social)
8.2 Specific objectives:
-to inform and bring awareness regarding the medicinal and spiritual importance of the Coltea Settlements both
locally and on an European level;
-to develop interaction between the educational and other activity fields, such as the: cultural, social, economic,
IT fields, with the purpose of the efficient promotion of the historical values belonging to the Coltea
settlements;
-to reinsert the Coltea settlements back into the public knowledge trough the development of integrated projects
(local partnerships);
-the active implication of the local community in the cultural life and the recognition of the historic value of the
Coltea architectural complex;
-to hold contemporary artistic manifestos, as a way of entailing the public into participating in appealing
activities regarding the promotion of heritage monuments;
-to bring awareness to the scientific studies which shed light on the historical value of the Coltea settlements;

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-to support official campaigns aimed at the promotion of the cultural heritage, especially Coltea;
-the development of a brand notoriety3 (www.coltea.eu, youtube channel, word of mouth) with the purpose of
bringing awareness to the historical importance of the Coltea both in a national and European context;
9. PARTNERS: a) institutional: Coltea Clinic Hospital, Șuțu Palace-the Municipal Muzeum of Bucharest, the
Geography University, the University of Bucharest; b) social-media: Radio România Cultural, Radio România
Actualități, Radio Europa FM, B365.ro, Radio3Net, Flux24RO, Romania Tvnet, Realitatea TV, Digi24, PRO
TV, Mindset Productions, Comics Didactic, ideiurbane.ro; c) private sector: S.C. „QUALITANCE QBS”
S.R.L, „Lacrimi și sfinți”
10. PROJECT DESCRIPTION
10.1 LOCAL CONTEXT.
At the begin of August, the Euroscola team from Colegiului Național „Spiru Haret” of Bucharest held a
survey regarding the opinion of the citizens belonging to the six sectors of Bucharest, with the goal of finding
out the level of knowledge regarding the towns cultural heritage, especially Coltea.
Out of the 884 participants, ages between 14 and 80, only 207 people had the slightest idea about the hospitals
history, 63 knowing about the existence of the tower. And so, the extremely small percentage –just 7% of the
participants- reveals the fact that an information campaign ran continuously, which is supposed to engage as
many groups of people from Bucharest as possible is highly necessary. Another thing that drew the interest of
the team was the general apathy towards a virtual reconstruction of the Coltea monastery and tower, created by
Andrei Popescu (ideiurbane.ro), in collaboration with Radu Oltean (art-historian.blogspot.ro), which slows
down the opportunity for the Coltea settlements to enjoy this virtual reconstruction, accessible to the general
public (similar to the others that already exist throughout Europe).
Taking into account the results of the survey, correlated with the research and the goals that have been set, the
message of the campaign should be one that informs the public at large trough as many means as possible about
the value of Coltea as cultural heritage. Additionally, the main message is doubled by the arguments that
support the Coltea settlements being added to the European cultural heritage, even more so with 2018 being
declared The Year of Cultural Herritage.
10.2 ACTIONS
Starting from the objectives of the project, the informing and awareness actions that were implemented had the
purpose of informing the large public with the national heritage of the Coltea complex and with its importance
in history, medicine and spirituality, on local, national and European level.
a. Conventional actions:
-Institutional communication- developing different partnerships with different institutions, civil rights society (
The Sutu Palace-Municipal Museum Bucharest, The Coltea Hospital, College of Geography-Bucharest
University, Geography Students Assemblage, S.C ,,QUALITANCE QBS” S.R.L);

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-conferences( professor Dr.ION BRUCKNER), Mr. ADRIAN CIOROIANU( author, historian, journalist, essay
writer and political figure, ambassador of Romania at UNESCO);
-Visitations- The Colțea Church, The Clinical Hospital Coltea, The Sutu Palace - The Municipal Museum of
Bucharest (the permanent exposition “Timpul Orasului”)
b. Nonconventional actions had in mind events organized in collaboration with the campaign parteners
(comics exhibition in partnership with Comics Didactic, to vail the Tour of Coltea in a legendary aura, students
volunteering at the Coltea Hospital, the exhibition of the paintings made by the students illustrating the Colten
edifice, which was placed on the large of the restaurant “Lacrimi si Sfinti” from the old town, taking part in TV
shows: Vorbește lumea-PRO TV, DuminiCall – Realitatea TV), televisual reports (Jurnal pentru copii –
Digi24), street events( surveys, giving away fliers), other indirect advertising activities (flier spreading in
mailboxes and public transport-Bucharest city tour), academic debate in collaboration with the students from
Dimitrie Cantemir Voda National College; organizing a painting workshop in front of the Coltea Hospital;
connecting to the network of a building by offering a correct answer to a question regarding the history of the
Coltea edifice;
c. The online campaign.
The online informing campaign worked side by side with the direct one. The media had an important
role in supporting and developing of this on-line campaign. The on-line campaign included: creating the
advertising website (coltea.eu); creating the project website (https://euroscolaspiru2018.wixsite.com/coltea);
creating the on-line banner, creating the viral videos; The intense promotion of the initiative of the people from
ideiurbane.ro regarding the virtual reconstruction of the Coltea settlements, creating the informational report;
creating and administrating the Facebook and Twitter acounts; creating and publishing on the Facebook page
and on the website for advertising of informational materials that prove the national heritage importance of the
Coltea complex; achieving the payment-boost- for the posts of utmost importance ergarding the campaign;
giving Feedback to the guests who posted messages; creating a YouTube page, where the video materials from
the events/actions organized for the project were published: creating an in-built on-line communication;
creating a quiz and an on-line poll, supervising and updating the created instruments ( website, Facebook pages,
Twitter, YouTube ). The purpose of the online campaign was that of increasing the traffic on the Facebook page
and the website created for the project in order to inform as many people of the target audience as possible
regarding the national heritage of the Coltea edifice, with its local, national and European historical relevance.
For the same purpose, the online campaign also had the purpose to redirect the guests of coltea.eu to the partner
website, to raise awareness the Coltea complex.
KEY-MESSAGES: * Did you know...?; * The first hospital in Bucharest!; * Coltea Tower-known throughout
Europe!; * Your choice! Support the national heritage!; * Premiers at Coltea throughout the years!; * The
Coltea Tower- saved from the silence!; * The past lives in us!; * #coltearenasteprinnoi; * Support the incusion

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of the Coltea complex in the european heritage!; * the fascinating history of the Coltea complex! * 12
worldwide priorities at the Coltea Hospital!
IMPACT OF PROJECT IMPLEMENTATION ON LOCAL CONTEXT
The results of implementation reveal the realization of our achievements for the campaign for the public
awareness about the heritage value of the Coltea settlements. So, the efficiency of our campaign is proven by
quantitative and qualitative indicators.
QUANTITATIVE INDICATORS OF IMPACT (analysis made on 8th October 2017)
FOR CONVENTIONAL ACTIONS: 5 partnerships with different institutions from public sector (The Municipal
Museum of Bucharest, the Coltea Hospital, the University of Geography, the Association of Geographers
students, the center of educational projects and sports within the municipal city hall-PROEDUS) or privet (S.C.
“QUALITANCE QBS” S.R.L; 3 conferences with personalities directly involved in the urban
history/geography of the city: university professor Dr. ION BRUCKNER, ADRIAN CIOROIANU, (writer,
historian, journalist and a Romanian political man, the Romania’s UNESCO ambassador), Dr. BOGDAN
SUDITU (University of Geography); 4 dissemination visits: The Coltea Church, The Coltea Hospital, The Sutu
Palace, The Ministry of Culture; 2 exhibitions of works illustrating the Coltea edifice (paintings, comic books).
FOR UNCONVENTIONAL ACTIVITIES: debate: 100 students attended both from “Spiru Haret” National
College and from “Dimitrie Cantemir Voda” National College (27.09.2017), 844 flyers distributed during the
survey of public opinion (16.08.2017); 131 flyers distributed during the street event “Turnul Coltea Salvat de
uitare” dated 06.09.2017; 287 fryers distributed in mail boxes, in different areas of the city (8.10.2017); 73
flyers distributed during the activity of 30.09.2017- Bucharest City Tour; 100 flyers available in the restaurant
“Lacrimi și Sfinți” with the occasion of the exhibition of Coltea paintings: The legend becomes reality, dated
04.10.2017; 9 activities that took place in the public space.
FOR THE ONLINE CAMPAIGN: the Facebook page:1043 likes (in the time period: 1.09-8.10.2017: 50.037
Reach, 30.9K video views), 12 appearances in mass media of the project; some of them being in shows with a
high rating( Jocuri de Putere-RealitateaTV, Vorbeste lumea-PRO TV,DuminiCall-ReakitateaTV, Digi24-Stiri-
Jurnalul pentru copii) and which cater to a diverse demographic, belonging to all social statutes; 2051 votes in
the online survey (created on 22.09.2017); SEO tools (key terms’ Coltea, Turnul Coltei, spitalul Coltea); 12
informative works published on the Facebook page, in an attractive form (Did you know that…); 4 columns
(Home, The European Heritage, Label, News si About) on the website (www.coltea.eu); 20 personalities from
public culture, media, theater, sport joined us in our campaign.
QUALITY IMPACT INDICATORS
The effectiveness of the campaign to inform and raise awareness of the patrimonial value of Colţea's
architectural complex reflects the public's response and the achievement of the proposed objectives. Thus, the
campaign supported by the Euroscola team of the "Spiru Haret" National College in Bucharest had a strong

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echo, generating feedback from different target audiences, as it follows: 1) Feedback from visitors to some posts
(Facebook), some of them bringing extra information; 2) letter of support from Mrs. Gabriela Vrinceanu-Firea,
General Mayor of Bucharest; 3) the recommendations of Mr. Lucian Romaşcanu, the Minister of Culture, on
the steps to be taken to produce a miniature copy / hologram of the Coltea Tower in the University Square; 4)
promoting the campaign and the relevance of the Coltea edifice by Mr. Florian Bichir, historian and journalist;
5) More than 50% of the Poll people voted in favor of the authorities promoting the Colţea facilities; 6)
completing the questionnaire “For your decision! Supports the Romanian patrimonial” (quiz), whose questions
had both formative valency and the goal of becoming aware (making a final decision); 7) Online support from
the Coltea Church and the Piscu School (Aug. 24 post about the Collage Tower and the Geneva railway
station); 8) Encouragement messages (Reviews); 9) support from personalities.

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