Survived

ALL FROM ISTROPOLITANA OGILVY:Peter Darovec (Creative Director, Copywriter), Michal "Mio"Valúšek ( Associate Creative Director), Martin Melicherčík (Art Director), Veronika Romsauerová (Strategy Director), Juraj Plánovský (Senior Strategy Planner), Patrik Stantien (Account Manager), Lucia Hermanová (Account Execuitve), Zuzana Frtúsová (Social Media Director), Michal Porubovič (Social Media Manager)

Could one campaign regain trust of a nation in humanitarian organizations? The information war led by Russia is raging in Slovakia. The distrust towards institutions has extended to NGO sector too. Magna, largest Slovak humanitarian organization, faces a challenge in convincing Slovaks that their life-saving donations for people in war zones are getting into the right hands. To provide real evidence, Magna searched, found, and reconnected with the children in war zones, saved and supported back in 2017, to show that they survived, because of their live-saving donations. Besides increase in donations, the campaign succeeded in regaining trust in NGOs. During the campaign, the traffic to the donor website increased by 269%, indicating a positive response from the public. It also generated media coverage, with numerous articles and interviews featuring influential people who supported the campaign back in 2017 and now saw the survived children for the first time. It not only had a positive impact on Magna, but also on the NGO sector and the general public. It served as a model for how transparency, storytelling, and evidence-based communication can rebuild trust and create positive social impact.