PSI began working with UNICEF funding in 2003 to reduce iodine deficiency disorders in Romania by increasing awareness among Romanian women of the risks and consequences of IDD and promoting the use of iodized salt as the simplest and most affordable prevention solution. Extensive research identified two regions in Eastern Romania at higher risk, due to lower use and distribution of iodized salt, which were targeted during two campaigns in 2004 and 2006.

Research findings from the former showed improvements in both areas, but the Northeastern area still lagged behind. The later campaign focused on the Northeast and reached nearly 10,000 women, over 800 retailers, and 129 bread producers in the rural areas with IPC.  In addition, it worked with journalist which resulted in fifty articles appearing in the local newspapers with messages about the importance of using iodized salt.

By the end of the project 95% of the outlets visited by PSI in rural areas were selling iodized salt.