B92 Fund: Battle for the Babies
Company Name: Saatchi & Saatchi Belgrade / MMS Communications
Client name: B92 Fund
Entry category: Non-Profit Organizations and Non-Government Bodies
Dates run: The Campaign ran from 9/1/2011 to 30/12/2011
Incubators in Serbia are insufficient and 40 years old. The death rate for prematurely born babies exceeds 60%. Our challenge was to raise awareness and create public pressure on companies with the capacity to help and the goal was to receive donations that would enable us to distribute a total of 100 incubators to Serbian hospitals.
Our strategy was to mobilise Serbians behind the humanitarian movement called "Battle for the Babies". People became our voice! They chose their military branch on-line and joined the fight by spreading the message online, voting, sharing stories and organising events.