Ioana Lupea: "For a nicotine addicted, a substance as addictive as Narcotic Drugs, the nude of Mihaela Radulescu will not be of any help for him in agony."
Mihaela Radulescu became the best paid playmate of all time, because of the no smoking campaign run by her husband's company, Elan Schwartzenberg, on the money of the Ministry of Health. 800,000 euros for a pictorial. And it maybe wouldn't have been mentioned if it wasn't for the erotic parody of the blogger Zoso, taken for granted by some professional journalists of the Antennas. Only an alien from the planet of incurable optimists would believe that the purpose of the campaign is a social one and is related with the smoking dependence. The specifications for the granting of the contract was made by the Ministry of Health almost especially for the couple Schwartzenberg-Radulescu.
The criterion of the amount of ad space was 70% - 80% of the total score, say sources close to tender, the non-smoking star being the other eliminatory condition. Elan Schwartzenberg, the buddy of governments - which has just inaugurated a super mall on the place of the Tabacariei Park, which forrest was cut especially by the PSD mayor Radu Mazare - full filed both of them. Even if the consortium Seaview has not worked a single day as an advertising agency, Schwartzenberg had the outdoor and the star that quit smoking during the campaign. "Friends" say that only with two weeks before the granting of the contract.
The campaign itself, as it is conducted now, probes that is just a contract with dedication to the family Schwartzenberg-Radulescu. The Ministry of Health has not specified in any of the stages of the tender who and how will evaluate the action of 800,000 euros. And he seems completely disinterested to the results, since he has approved a concept wich targets exclusively the non-smoking men between 30 and 40 years old. If this was a campaign of prevention, it has the wrong target audience. To the pupils in secondary school or high school, the segment most vulnerable and less aware of the risks, Mihaela Radulescu does not say, probably nothing. If it concerns the smokers, then the message is fundamentally wrong. For a nicotine addicted, a substance as addictive as Narcotic Drugs, the nude of Mihaela Radulescu will not be of any help for him in agony. With 800,000 euros, the Ministry of Health could have instructed all the family doctors in the country to provide therapy to patients, to deal with the post-smoking distubances.
The couple Schwartzenberg-Radulescu has worthy precursors in the recent history of social campaigns. Also around 800,000 euros were paid in 2002, from the state budget, and the government of Adrian Nastase to the firm Music & Music, owned by another friend of all governments, business man Costel Bobic, for the great musical tour anti drugs. The result of the campaign? Costel Bobic's girlfriend and star-image of the tournament, Cristiana Radut, has reached, almost naked, in the MTV Romania top.
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