27. 10. 2011

B92, Saatchi & Saatchi win award for campaign

Sofia, October 27, 2011 (B92) - B92 Fund's Battle for Babies has been won - the campaign raised funds to purchase more baby incubators than planned, to be given to hospitals across Serbia.

For the effort to promote the campaign, the fund and the Saatchi & Saatchi advertising agency have also been awarded in the category of humanitarian projects at the WEBIT conference held in Sofia, Bulgaria.

"The greatest success of this campaign is that it embarked on a life of its own through the new media. An innovative approach to organizing campaigns has been awarded here, that combined the internet and Facebook as the backbone, and then other media helping out," said B92 Fund President Veran Matić.

"This is a fantastic award, especially since it's meant for web-based campaigns, which are yet to take root in our country. Our campaign shows the strength people have to contribute to actions themselves. When there's a good idea, they join in, and everything came together in this case, and turned out great in the end," Saatchi & Saatchi Creative Director Veljko Golubović stated.

"The Battle for the Babies was an idea strong enough to bring people together, awaken a sense and desire to join in the battle for our common goal. The awarded website gives the citizens an opportunity to choose their 'military arm', and the way in which they will join the campaign. Recruits can vote for those companies that they consider exhibit social responsibility and which they expect to provide help. The already born heroes and veterans are given an opportunity to tell their life stories on the website. Nurses give information to their hospitals, battle experience and needs. Guerrilla squads can take over material from the website and perform street actions, while signals send circular mail to individuals and companies," Matić explained the creative concept behind the website promoting the campaign, and added:

"Each company that donates a baby incubator becomes a hero company. Each day, more and more companies and individuals join the combat ranks to help our babies win this decisive battle. The campaign started on September 1, 2011. After less than two months, funds were collected to buy 90 new incubators. We nearly raised enough to by the planned 100, and we'll be able to purchase 130, because we will continue the campaign for the next several weeks."

The WEBIT awards, meantime, are given by digital media professionals, the so-called WEBIT ambassadors. IAB EUROPE President Alan Heureux presented the award to the B92 Fund and Saatchi & Saatchi, and said the campaign moved him - and demonstrated that non-profit and humanitarian campaigns can also raise money and connect to people through the non-traditional media.

"It takes courage to do that, so, bravo," said Heureux.

WEBIT Congress President Plamen Rusev agreed, describing the campaign as "very touching".

"I think everyone felt, even if they didn't speak Serbian, the power of the campaign, along with the fact it was done for humanitarian purposes. For that reason, they deserved the award."

Best web campaign awards were given for the first time this year during the congress, which represents the second largest of its kind in Europe in the digital industry arena, and is attended by more than 5,000 people from 45 countries.