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BATTLE FOR THE BABIES

SAATCHI & SAATCHI, Belgrade / FUND B92 / 2013

Awards:

Shortlisted Cannes Lions
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Overview

Credits

OVERVIEW

BriefExplanation

Our challenge: motivate Serbians into collective action and put pressure on companies with the capacity to help.

The creative idea: turning babies into the heroes of an epic battle, and getting the whole country to stand behind them.

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. But, rather than asking individuals to donate to the cause, we mobilized people behind a humanitarian movement “Battle for the Babies”. Our only weapon was the voice of the people.

In such a way we wanted to create pressure through public opinion and ensure that companies will hear us and donate.

Why?

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 The 40 years old incubators were severely outdated, resulting in death rate for babies born below 1000 grams to exceed 60 percent. Despite these startling figures, incubators were not being upgraded by the government.

Our goal was to receive donations for 100 new incubators.

Two things stood in our way: unawareness – problem was not exposed in the media and there were no local initiatives to change the situation; and passivity – people perceive community problems from a perspective of an individual (“I can’t change anything by myself.”)

To achieve our main goal we had to capture key audiences: People of Serbia, Media companies (to get the media and PR coverage, since our media budget was 0 €.), Companies able to donate.

Was our idea effective?

1 million people and more than 850 donors joined this movement (source Fund B92). Campaign raised funds for 207 incubators, over 2.500.000€ (source Drager, American Embassy) covering the needs of the entire country (source Ministry of Health of Serbia).

Media reach was over 84% of total population (source Nielsen). Campaign generated 420.000€ worth of free media (Media&Research houses/Agency) and more than 1.678.000€ of PR (source Ninamedia). Total campaign expenses 17.100 € (source Fund B92). Mortality rate of newborns with birth weight under 1000 grams decreased from 56,86% to 37,29% (source Institute of Neonatology).

“Battle for the Babies campaign was the best campaign that the Fund had ever launched because it solved the longtime issue and created a national consensus for solving of one of the burning social problems”. – Veran Matic, Fund B92 President

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