Campaign against violence wins at top Serbian event

The Association of Economic Advertisers Serbia has presented its awards to winners who this year produced best works in the field of marketing communications.

Source: B92
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B92 Fund's campaign dedicated to the fight against domestic violence, "One Photo a Day in the Worst Year of My Life" - created by the agency Saatchi & Saatchi with support of Direct Media PR and digital platform ipyro, won seven awards, including the main prize, at the biggest event of its kind in Serbia.

The association, UEPS, is one of the oldest professional associations in Serbia brings together prominent experts in the field of marketing .

"We are very proud that UEPS recognized the power and value of our idea. Violence is one of the most pressing problems in society and in order to prevent one of the most important steps to be taken is to break the silence. We hope that the success of the campaign in the most important event for marketing communications in Serbia will further contribute to the initiation of this important topic," said Sonja Milović, director of Saatchi & Saatchi Belgrade .

The campaign triumphed in competition with over 200 works, confirming its status as one of Serbia's most successful in 2013. The seven new awards are added to the impressive list of international accolades that included Cresta, Epica, Cristal, Golden Drum and Ad Stars prizes.

A viral video that was the backbone of the campaign reached 3 million views on YouTube in less than a week and made it to the top five list, becoming the most successful viral video in the region.

All local and hundreds of international media reported about the campaign, at the same time reporting about the alarming data on domestic violence in their countries, putting this problem in the focus on the global level and starting a dialogue around the world. This campaign put the problem of domestic violence back to the national list of most pressing problems, which resulted in the opening of two new safe house in Serbia.

"The choice of our campaign as the best idea in 2013 is the most beautiful way to round off a very successful creative year for Saatchi & Saatchi. After numerous international awards , the value of the campaign has been recognized by UEPS as well, and has only confirmed our position as the most creative agency in the region," stated the executive creative director of Saatchi & Saatchi Belgrade, Veljko Golubović .

"This campaign has contributed to understanding the taboo of violence against women in Serbia as a serious social problem, which affects not only the family but also the community that creates new bullies. The topic, though imposed, has become part of everyday media and political communication. We intend to persevere at this," said Veran Matić, Chairman of the Board of B92, and added:

"During the next year we will build two more safe houses, and continue to insist that the politics and culture of behavior changes systemically in order to contribute to reducing domestic violence against women - the importance of the topic is best illustrated by the fact that this year more than 40 women have been murdered in the country."

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