OPPORTUNITY/ CONTEXT

In post-communist Romania, the legacy of state institutionalization and child abandonment remains a profound collective wound—rarely addressed, yet deeply ingrained in the national psyche. Within this sensitive historical and emotional landscape, A.R.T. Fusion Association, through its cultural change platform Papercuts, conceived a bold and unprecedented project: Horror Vacui.

As the agency entrusted with the full communication mandate for Horror Vacui, we immediately recognized both the emotional power and the civic urgency behind this initiative. From the outset, it was clear that this was not simply an artistic endeavor—it was a historic act of remembrance, recognition, and advocacy, one that demanded equally thoughtful and impactful communication. Hosted between February 15 and 22, 2025, at Galateca Art Gallery in Bucharest, Horror Vacui became the longest continuous theatre performance in the world: a durational, 168-hour non-stop performance featuring over 500 actors, interpreting 505 texts derived from real testimonies of abandoned children. The entire performance was streamed live on YouTube 24/7, making it both physically and digitally accessible to a wide audience.

More than a theatrical event, Horror Vacui emerged as a manifesto for social truth—bringing to light one of Romania’s most painful and repressed histories. It invited the public not only to witness, but to engage emotionally and civically, creating a shared space of remembrance, empathy, and collective reflection. From a communications perspective, the challenge—and the opportunity—was extraordinary: to elevate Horror Vacui beyond its cultural magnitude and position it as a civic landmark, catalyzing public dialogue, media attention, and institutional awareness around the trauma of abandonment and the necessity of acknowledgment.

cercetare

The foundation of this ambitious project rested on both emotional insight and strategic intelligence. The curatorial backbone was developed in collaboration with the Museum of Abandonment, an institution that had collected hundreds of testimonies over the past four years—raw, unfiltered, real-life stories of those who were abandoned or institutionalized.

In parallel, the communication team examined the public discourse surrounding institutional trauma and historical injustices, particularly in cultural and media contexts. The goal was to identify the appropriate tone and framing for a topic of such emotional weight. This informed a communication strategy focused on empathy, authenticity, and civic resonance, avoiding any dramatization and instead amplifying the voices of those directly affected.

planificare

Planning for Horror Vacui began in December 2024, with the full communication rollout launched on January 20, 2025. As the agency leading the strategy, our role was to build a framework that would amplify the emotional and civic power of the project while ensuring national visibility.

The main objectives were to:

• Raise public awareness of Romania’s history of child abandonment;
• Create a cultural space for dialogue and reflection;
• Position the performance as both a record-breaking artistic event and a catalyst for social recognition.

Our communication plan included:

• Four key press releases marking all major phases of the project (launch, pre-event, manifesto, closure);
• A strong presence across Facebook, Instagram, and TikTok, with regular posts that informed, engaged, and mobilized the audience—highlighting key moments
• Earned media outreach that secured 26 interviews and broad national coverage;
• Coordination of a conferință de presă to launch the “Forgotten Children of Romania” manifesto on February 21.

We worked closely with the production team to ensure real-time content, press access, and messaging coherence. Throughout, the focus remained on respectful, emotionally resonant storytelling—placing collective memory, civic healing, and cultural responsibility at the heart of every communication effort.

EXECUTION

Performance & Event Execution:

From February 15 to 22, 2025, Horror Vacui unfolded as a non-stop immersive experience at Galateca. The gallery was transformed into a theatrical arena of memory, where:

• Over 500 actors, including stars such as Maia Morgenstern, Tudor Chirila, Ada Gales, Ofelia Popii, Dana Rogoz, and Richard Bovnoczki, gave voice to anonymous, real-life testimonies.
• Stories were drawn from archived confessions, letters, and documents curated by the Museum of Abandonment, covering the years 1966–1997.
• The audience was free to enter at any time, becoming part of a living installation.

The performance was broadcast live on YouTube for the entire 168 hours, generating constant engagement across digital platforms.

Media Strategy & Press Relations:

Four key press releases structured the media narrative:

1. Jan 20 – Announcement of the project and its concept
2. Feb 13 – Countdown to launch and actor line-up reveal
3. Feb 21 – Launch of the “Forgotten Children of Romania” Manifesto
4. Feb 28 – Closing statement and Guinness World Records submission

These releases were supported by:

• 26 interviews granted to top Romanian and international outlets including ProTV, TVR Cultural, Radio Romania Actualitati, Aleph News, Scena9, and HotNews
• On-site media presence and journalist engagement during the 7-day event

Social Media and Digital Ads:

• Dedicated Facebook, Instagram, and TikTok accounts were launched
• Daily organic posts with updates, testimonials, quotes, news etc.
• Engagement spikes during livestream hours, with interactive features (comments, shares)

Press Conference & Manifesto:

On February 21, a press event was held to unveil the Manifesto: “The Forgotten Children of Romania – A Call for Truth and Reparation”, demanding the formation of a national commission to investigate institutional abuse from 1966 to 1997. The event catalyzed significant media attention and public dialogue.