In Croatia, “Popevka” – Međimurje folk songs have been sung for generations. The songs are protected by UNESCO under one condition: the status remains if generations continue singing them. Pasta packaging in the form of a book collection with the exact amount of letters for one poem to be assembled is made 90% by hand to emphasize the moment of "preservation," manifested through the book in thick covers and firm protection of the pasta box, which could not be done with classic industrial techniques in book production.We distributed books individually or as a collection of five books in a case.

Međimurje is a small part of Croatia known for its distinctive language and special folk songs, protected by UNESCO, but the protection is valid as long as people continue singing them. The Međimurje region is facing demographic problems, and the Međimurje language is losing its speakers, with the youngest having no interest in local tradition. The Marodi brand, a local pasta manufacturer, makes the alphabet soup pasta using only local ingredients. So, we made a special packaging in the form of a book with the exact amount of pasta needed for one song to be assembled – something engaging for the younger generations and informative for those who will pass on the knowledge. Using a book as a tool to bring our cause to the broader audience, we achieved our goal at the very beginning of the campaign: our cause was made institutional and protected by the authorities, and the annual Međimurska Popevka Day was proclaimed by the local government, to be celebrated officially with heritage protecting programs and activities in schools and kindergartens. That way, the tradition will live on, and the intergenerational transfer of knowledge will be enabled in the future.

In Croatia, “Popevka” - Međimurje folk songs have been sung for generations. The songs are protected by UNESCO under one condition: the status only remains if people continue singing them. So we made a campaign about local folk songs needing protection on a higher level, but most importantly, needing to implant love for them to young children because they will pass on the tradition further. We created the book as a tool for the intergeneration transfer of heritage to end up in the most logical place – at the family table. The book itself was handed over to the influencers and decision-makers, and it became the media itself, sparking the dialogue and enabling action. The information was sufficient for the authorities to proclaim the annual Day of Popevka and for the generations at home to connect.

THE MAIN GOAL of the campaign - 28th of November proclaimed as The Day of Međimurska popevka

THE CAMPAIGN - in 20 days, According to SimilarWeb data, campaign reached 80% of the national population through over 50 media coverages. Source: SimilarWeb

THE SOCIAL MEDIA - in three weeks, 90% of people in Međimurje region saw Marodi's social posts at least three times during the campaign. Source: Meta Ads Manager

MARODI PASTA SALES INCREASE - Marodi Pasta sales increased 19%, compared to the same period from the last year. Source: Marodi Pasta internal report

Međimurje is a small part of Croatia known for its distinctive language and special folk songs, protected by UNESCO, but the protection is valid as long people continue singing them. Marodi is a brand of pasta from Međimurje which, with the aim to contribute to the preservation of Međimurje folk songs, created a collection of five books which became the main medium of this campaign, that through its main goal – the proclamation of Međimurska popevka Day, is ensuring a place on the UNESCO list. To achieve the main goal, collaboration with relevant local stakeholders was established - the Association of Croatian Cultural and Artistic Associations of Međimurje, Međimurje nursery schools, and the Međimurje County itself, which, in response to the campaign, decided to declare Međimurska popevka Day. Additionally, campaign promoters were public figures originating from Međimurje County and Supertalent winner Chriztel,a girl who moved from the Philippines to Međimurje.