Cigarette manufacturer JTI Romania, in partnership with the National Customs Authority, has launched a new campaign against all kinds of smuggling, especially that of cigarettes. The campaign took place from September 20th to October 31st, 2011, in Bucharest and other 7 cities in Romania.

This year's campaign concept is "Rightfully European". The aim is to address an urban, educated public that is capable of understanding the complex aspects of illicit trade, and to offer new and unusual reasons to reject smuggling.

The starting point for the persuasion strategy is the observation that the volume of smuggled cigarette has decreased over the past year, from 36% of total sales in January 2010 to approximately 13% now. The campaign tries to consolidate this rejection of smuggling, communicating to the Romanian public that they have reasons to feel European, and such an attitude is one of them.

The campaign has a dedicated website: www.sunteuropean.ro. It invites the public to contribute information and images about places in our country where we feel like we are "in the Western world", and "projects and initiatives which, through common sense and authentic charm, prove that we are not part of the European Union by chance."

The website, together with a series of reasons for which we are "Rightfully European" are promoted on media channels such as: TV, radio, printed press, OOH (street banners, TV screens and Cocor store in Bucharest), Zoom/Monopoly screens in metro stations, in the Henri Coandă International Airport in Bucharest etc.

The displays focus on those places in Romania which give us a feeling of "normality", as if we are visiting a developed Western country: a stylish outdoor restaurant in the Old Town, a film festival, the Transalpina road, a B&B on the outskirts of Brașov and so on.