Медиа-проект "Battle for the Babies", агентство: Saatchi & Saatchi Belgrade
Название: Battle for the Babies
Агентство: Saatchi & Saatchi Belgrade
Страна: Сербия
Сектор бизнеса: Благотворительная деятельность
Год выхода: 2012
Вид рекламы: Медиа-проекты
Serbian hospitals were poorly equipped to provide care for our youngest and most vulnerable citizens. The 40 years old incubators were severely outdated, resulting in death rate for babies to exceed 60 percent. Despite this, incubators were not being upgraded by the government and the public remained unaware of the problem. Our goal was to receive donations for 100 new incubators. Challenge was to motivate Serbians into collective action and putting pressure on companies with the capacity to help. But, rather than asking individuals to donate to the cause, we mobilized people behind a humanitarian movement. Our weapon was the voice of people! We made people part of the battle, not just a mean. Every day more and more people, media networks, organizations, companies joined this heroic movement. 1 million people joined this heroic battle and put pressure on more than 700 companies. Campaign raised funds for 195 incubators, amounting to 2.600.000€ covering the needs of the entire country. Every newspaper, TV and radio station in Serbia engaged in the battle. Media reach was over 85% of total population. Campaign generated 420.000€ worth of free media and 1.700.000€ of PR.
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