The project and campaign ‘Encourage geniuses, move the world’ won gold at this year’s IPRA award, one of the world’s most important PR awards, in the Social Responsibility category
Early 20224. Client Intersnack Adria approached us with the idea of designing and implementing a socially responsible project. At an agency brainstorming session, with input from our CEO Marina Bolanča, we decided to focus the story positively and ask ourselves: where are our new Nikola Tesla and Zlata Bartl today? Through research, we came across the Dar Association, which supports gifted students and promotes giftedness as a social asset.
In collaboration with the client and the Dar Association, we designed the project and accompanying campaign ‘
Inspire Geniuses, Move the World ‘
, with the aim of raising awareness of the challenges faced by gifted children, students and young people, but also to raise funds to support children who can shape a better future with their talent.
The fact that it was a good idea to implement the campaign in this way was confirmed by the recently won Golden World Awards for Excellence, the most prestigious award in the world of public relations, which has been presented since 1990. awarded by the International Public Relations Association (IPRA).
About the campaign
The campaign included a donation campaign: for every POM-BÄR purchased, Intersnack Adria donated a portion of the proceeds to the Dar Association, motivating consumers to get involved. The central event was the “Children’s Davos”, a unique summit where gifted students discussed global topics and shaped ideas through clay modeling. Their vision was translated into the Manifesto for a Better World , a lasting message to society about the importance of recognizing talent.
The greatest success of the project, along with the funds that enabled the association’s further work and strong media visibility, are the authentic stories of children and parents that created a strong emotional connection and opened up a topic that deserves to be in focus. Namely, there are around 10,000 gifted children and young people living in Croatia, some of whom already in elementary school master the material at the college level or have IT skills at the level of experienced experts. However, many remain unrecognized due to a lack of systematic support, which in the long term means untapped potential for individuals and society as a whole.
We reminded the general public that gifted children exist among us, but we must recognize and support them – because every child deserves the opportunity to leave their mark and move the world forward.
About the significance of the project for the agency
Behind this project stands our agency with many years of experience in creating honest and thoughtful communication solutions. Ana-Maria Filipović Grčić, PR Account Executive as campaign lead, colleagues Andrija and Mislav, who are no longer with us at the agency, but without whom this project would not be the same, worked on the campaign, along with CEO Marin Bolanča, with the great help of colleague Jelena Mihelčić, PR Account Senior, and colleague Tamara Meleš, also PR Account Executive at ABC communication agency. Thanks also to all the other colleagues who were always there for us when we needed them.
We know how important strong collaboration with a client is and how much the right strategy can make a difference – not just in numbers and statistics, but in real human stories and real impact on the community. What we are especially proud of is that in this project we managed to combine the brand’s business goals and true social value, because we believe that good PR is not just promotion, but an opportunity to create something together that lasts and changes the world for the better. In this project, our team showed dedication and professionalism, but also emotion. The campaign achieved wide media coverage and secured financial resources for the further work of the Dar Association. But what fulfilled us the most was the opportunity to meet some truly fascinating kids.
We are proud that, together with Intersnack Adria and the Dar Association, we have raised an important social issue and shown once again that when we work together, ingenious ideas can truly move the world. That’s why Inspire Geniuses, Move the World was one of the most beautiful and inspiring projects for us so far.
