Under the pressure of financial crisis, education spending in Greece has been reduced by 45 per cent and more than 1000 schools have been closed since 2011. As a result, teachers are forced out of work and students have been pushed into overcrowded classrooms and forced to travel long distances each day to get to their nearest school.
In light of these statistics, The Smile of the Child in partnership with HealRWorld is working with Geometry Global Hong Kong and Geometry Global Moscow to assist children in need in crisis-hit Greece. “We owe a cultural debt to Greece” said Julian Hernandez, Executive Creative Director Geometry Global Hong Kong. “As many of the most commonly used words in English and other European languages are of Greek origin, shouldn’t we find a way to pay them back?”
The launch of Word Debt seeks to achieve just that. Through social media, the world produces more written content than ever before, providing fertile ground to make visible the largely unknown contribution of Greek language to the way people communicate every day.
Launched in five languages globally (Spanish, German, French, Russian and English), the Word Debt platform is linked to Facebook and Twitter and notifies users how many words from their social media posts are of Greek origin. The platform provides users with the original Greek word and gives them the option to donate 0.10€ per word to “The Smile of the Child”, the largest Greek Non-Governmental Organization committed to improving the welfare of children who are, according to Costas Yannopoulos, President of the BoD of “The Smile of the Child”, “the most innocent and vulnerable victims of the economic and migration crises in the country."
Regional Executive Creative Director Geometry Global: Daniel Comar
Executive Creative Director Geometry Hong Kong: Julián Hernández
Executive Creative Director Geometry Moscow: Oleg Tumanov
Creative Director: Dmitry Evstropov
Creative Technologist: Marc Violo, Craig Mason
Associate Creative Director: Zeph Teng
Art Director: Anastasia Simone, Sean Chen, Paul Sin
Copywriter: Jay Lee, Melissa Albarus
Additional Credits: Business Director: Harshad Sreedharan
Account Director: Anna Gusakova