It is rare (or virtually nonexistent), not only in Bosnia and Herzegovina but also in the entire region, for socially responsible campaigns to be declared absolute winners at any advertising festival. When it does happen, it is usually at a specialized festival that highlights corporate social responsibility.
However, this occurred at this year’s No Limit BH Advertising Festival in Sarajevo. The Banja Luka company m:tel was named Advertiser of the Year. The jury, composed of the most prominent representatives of the advertising industry in Bosnia and Herzegovina and the region, made its decision based on the number of votes received by the campaign “Don’t Close Your Eyes – Protect Children on the Internet!” This campaign, creatively developed by Aquarius, also earned them the title of Agency of the Year at No Limit.
On this occasion, we spoke with Ana Ponjević, Director of Marketing and Public Relations at m:tel.
Media Marketing: Did you expect m:tel to be named Advertiser of the Year and Aquarius, thanks to their campaign with m:tel, to be named Agency of the Year?
Ana Ponjević: We allowed ourselves the hope and expectation of recognition from our industry colleagues because we put a lot of effort into our work. Yes, we hoped for awards, particularly for the campaign on children’s safety on the internet, because we believe in the power of this campaign, its quality, significance, and social impact. But to shine together so brilliantly and celebrate this success was a wonderful surprise and a great honor for us. The competition was fierce and outstanding, which makes this success even more valuable.
It is also a beautiful fact that a socially responsible campaign was the key factor in achieving these prestigious recognitions. I would like to take this opportunity to emphasize something we all know but is worth remembering in moments like these: alongside a strong structure, a well-defined and achievable goal, and the resources to achieve it, having the right team is essential. A team driven by understanding, respect, courage, and perhaps a touch of madness can create magic and push boundaries through their collective efforts.
I am grateful and happy to work with such a team, referring to both my colleagues at m:tel and the Aquarius agency. I believe we will share more moments like this together.
Stefan Ličina, Ana Ponjević i Aleksandra Šobić
Media Marketing: Many excellent commercial campaigns were entered for the No Limit awards. Yet, a socially responsible campaign emerged as the absolute winner. What does that tell us?
Ana Ponjević: It confirms that the campaign achieved its ultimate goal – to draw attention to a significant social issue. The topic we addressed is a real and pervasive problem, and we succeeded in engaging the public, encouraging people to think about the issue of protecting children online, recognizing the challenges we face daily, and considering possible solutions.
The campaign succeeded in initiating a dialogue about online safety, provoking thought about the real dangers children face daily and how to address these challenges.
For us, as a collective, this recognition affirms that communicating socially responsible work is a key factor in achieving real social impact in the chosen segment. It also sends a clear message that social campaigns are valuable not only ethically but also as a crucial element in driving tangible social change.
Media Marketing: Protecting children online is a strategic goal for m:tel, both as an internet provider and as a socially responsible company. Were there other objectives you aimed to achieve with this campaign?
Ana Ponjević: Absolutely. The first phase of the campaign focused on raising awareness about the presence of this issue in our surroundings – in schools, homes, and everywhere around us. We wanted to educate society about all the potential dangers children might encounter online.
The campaign also had an educational component based on panel discussions, serving as a platform for professional communities to exchange knowledge, experiences, and guidelines. Through six panels involving experts, teachers, psychologists, social workers, police officers, prosecutors, and other professionals, we gathered critical insights to share with as many people as possible, especially parents.
Media Marketing: Do you believe our country should adopt regulations similar to those in Ireland, which strictly protect children from harmful advertising?
Ana Ponjević: Absolutely! We believe this area needs better regulation because ensuring children’s online safety is an issue that demands serious attention. Collaboration with institutions like the Communications Regulatory Agency is crucial.
Media Marketing: Will the “Don’t Close Your Eyes” campaign continue?
Ana Ponjević: Yes, we plan to continue. The next phase of the campaign is scheduled to begin in spring 2025, focusing on involving educators and parents.
We’re motivated to keep working on this significant issue with the same dedication and success because everyone at m:tel approaches this topic wholeheartedly.
