„Битката за бебетата” не е поредната сълзлива дарителска акция. Това е национална кауза, която обединява цяла Сърбия в една от най-мащабните кампании, случвали се някога в страната. На финала – болниците там получават нови 195 кувиоза на обща стойност над 2.5 милиона евро. Агенцията е Saatchi&Saatchi Belgrade. Кампанията е наградена със сребро на Eurobest 2012.
Eurobest 2012/ PR:Silver
Title: BATTLE FOR THE BABIES
Client: FOND B92
Product: HUMANITARIAN CAMPAIGN FOR DONATIONS OF 100 NEW INCUBATORS
PR/Advertising Agency: SAATCHI & SAATCHI Belgrade, SERBIA
Description:
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 The 40 years old incubators were severely outdated, resulting in death rate for babies to exceed 60 percent.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 these startling figures, 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. We had to bring the issue to the forefront of people’s minds and help ensure that more babies would not die as a result of dated technology. 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 “Battle for the Babies”. To create an emotional interest in the cause, babies were framed as the nation’s youngest and most heroic fighters embroiled in a battle where living is the final victory.
Execution:
Our weapon was the voice of people! We made people part of the battle, not just a mean. On our web site they could choose roles for themselves within the ‘army’. Recruiters created pressure by voting for companies they felt should donate to the cause; Veterans (people who were premature themselves) shared their stories; Medics (members of the medical community) highlighted needs of premature babies; and Guerilla Squads spread the word. Every day more people, organizations, hospitals, schools and institutions joined this heroic movement! Volunteers from entire Serbia distributed materials, organized events to promote the cause and created voting spots on streets. The army created a buzz which motivated more people to join the battle! Independent networks and all national media joined by donating free media. Image of a raised baby’s fist – drawing on the well-known image of resistance – became an iconic symbol for the campaign, sweeping across the country!
Results:
Public awareness, engagement of media and number of donated incubators were main criteria for evaluation. 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 Euro covering needs of the entire country. Every newspaper, TV and radio station in Serbia engaged in the battle. Media reach over 85% of total population. The campaign generated 420,000 Euro worth of free media and 1,700,000 Euro of PR. Total media budget 0 Euro. All contributing companies and individuals were rewarded with a medal of honor, signifying the invaluable contribution they made to the lives of others. The event was broadcasted live on national television. President of Serbia declared 2012 the Year of Babies.
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