History is repeating itself. The Russian invasion of Ukraine in February 2022 reminded contemporary witnesses of the Soviet occupation of Czechoslovakia in 1968. We initiated the cooperation of Česká spořitelna with its long-term communication concept Together we are #stronger, with Post Bellum, a Memory of Nations project collecting testimonies, and presented the campaign Today we’re #stronger, today we are helping. The campaign was created in 6 days in cooperation with OAK agency as a reaction to the immediate need to help.
Today We Are #stronger, Today We Help
In 6 days we created a fundraising campaign with one objective: to help Ukraine
Client
- Česká spořitelna
Office
- Prague
Several generations of Czechs remember the Soviet invasion in 1968, which is also why the heroic resistance of Ukrainians against military aggression arouses such a huge wave of solidarity. We want to support this solidarity with direct financial aid and a campaign that accelerates further financial support of Ukraine across society.
Monika Hovorková
Brand Lead, Česká spořitelna
Our goal was to naturally support the long-term communication concept of Česká spořitelna You are #stronger than you think, aiming to strengthen the confidence of Czech people in themselves and their abilities, which we perceive as the basis of society's prosperity.
When Russia invaded Ukraine as a sovereign country in February 2022, we saw its connectedness to the occupation of Czechoslovakia in 1968 and wanted to support the wave of solidarity in the whole society.
In cooperation with OAK Prague, we used authentic testimonies of witnesses from the memorial collection The Memory of Nations, which is run by the non-profit organization Post Bellum. In campaign spots, witnesses shared their personal experiences of the occupation by Soviet troops in 1968 and called on the public to show solidarity with Ukraine. Česká spořitelna at the same time stopped its advertising campaigns scheduled for March on television and online media and offered the media space to the fundraising campaign instead.
We went from brief to campaign launch in a record time of just 6 days. During March, the campaign aimed to reach 7 million residents of the Czech Republic over the age of 18 at least once on television and online. The outcome surpassed our target by 1 208 %. With the proceeds of CZK 351,461,317, it was the most successful collection in the history of Post Bellum.
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Awards
ADC Czech Creative Awards
Grand Prix/2023
ADC Czech Creative Awards
Media: Partnership
Gold medal/2023
ADC Czech Creative Awards
Campaign: For Good
Silver medal/2023
ADC Czech Creative Awards
Film: Medium format (16–60‘‘)
Bronze medal/2023
Agency Cooperation of the Year
CSR campaign
Gold medal/2023
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