At the time Spasi Sofia was a Bulgarian NGO watchdog. It operated in Sofia, the capital of Bulgaria. The organization monitored the work of the mayor and the municipality administration and blew the whistle when there were problems and malpractices in the city management.

 

When they wanted to attract new members to their team the job postings were a chance to strengthen their brand and expose the corruption in high places. And of course capture the attention of people who are not willing to stand for it and are motivated to change the status quo.

 

As the NGO was looking for volunteers for their economy department the idea and the copy played on the dissonance between the theory and the reality of the way the local government treated public finance. Each definition starts as it's supposed to but takes an unexpected turn to reveal a dark truth. The sign-off calls for people who think the definition is wrong to help Spasi Sofia put an end to the practice that have created it.

 

The campaign attracted volunteers who helped the NGO-turned-political-party be among the winners at the mayoral election a couple of years later.