The Campaigns with Purpose Festival 2024, held for the fourth time on Universal Children’s Day, celebrated the best socially responsible campaigns in Serbia. This year, the Festival awarded campaigns in three categories for the first time: Eco (Green), Social (Yellow), and the new Gender (Red) category dedicated to gender equality.
Tijana Adamov Ignjatović, founder of the Campaigns with Purpose Festival and the NGO “Yellow Trousers,” which initiated the Festival, stated:
“What truly matters to all of us is the choices we make—both as individuals and as companies and institutions. That’s why we reward companies that have chosen to align their communication narratives with societal well-being and contribute to the greater good. For the first time, we introduced a special category for gender equality. We want to encourage discussions on this topic, reward those who have raised their voices for the common good, and enhance the capacity of our community to execute successful purpose-driven campaigns because we are, indeed, Campaigns with Purpose.”
Campaigns with Purpose inspire companies to align their communication goals with societal interests by combining their business purpose with the well-being of individuals and society as a whole.
This year, the Festival was supported by socially responsible companies, including NLB Komercijalna Banka as the Yellow Sponsor, Coca-Cola HBC Serbia, Henkel Serbia, Grand Kafa, and Yuhor.
Media partners of the Festival include Advertiser Serbia, Biznis.rs, Biznis Magazine, Daily Green, Progressive Magazine, Nedeljnik, Nova Ekonomija, Media Marketing, and others.
Winners of the Campaigns with Purpose Social Grand Prix 2024 Title and Statuette:
- “Swear by the Law,” Autonomous Women’s Center, McCann Belgrade agency
- “Don’t Delay,” UNICEF Serbia, Friday Finally agency
“A Threat is a Threat,” ANEM, New Moment New Ideas Company agency
Social Grand Prix 2024
Winners of the Campaigns with Purpose Social 2024 Title and Statuette:
- “Priceless,” Mercator-S, Kuća Čuvarkuća agency
- “A Child’s World is Bigger than the Screen,” Telekom Serbia, Ovation BBDO agency
- “Say NO to HPV,” Merck Sharp & Dohme, Influencers agency
- “Giving Friday,” dm drogerie markt Serbia
- “Show Respect, Respond to Hate,” PepsiCo (Marbo Product) – Clipsy, Propulsion agency
- “Let’s Take Time for Check-Ups,” Grand Kafa, Atlantic Group, Luna TBWA agency
- “Follow the Sunflower,” Dijamant, Žiška and Right agencies
- “Together for a More Solidary Society,” OTP Banka, in collaboration with the Serbian Philanthropic Forum and Trag Foundation
- “Hello Twenties,” Galenika AD, Chapter 4 PR agency
- “Support Framework,” NLB Komercijalna Banka, Internaviti, Saatchi & Saatchi, and Represent agencies
- “Do a Good Deed—Donate to the Food Bank,” Dijamant, Polet Communication Group agency
- “Dr. Gabor Mate in the Balkans,” Novak Đoković Foundation, Smart Vision agency
- “A World Full of Heart is a World Full of Opportunities,” NLB Komercijalna Banka, Saatchi & Saatchi and Represent agencies
Winners of the Campaigns with Purpose Gender Grand Prix 2024 Title and Statuette:
- “1,236 Days,” Red Communication, Milena Radulović
- “Make What’s Hers Truly Hers Again,” Autonomous Women’s Center, Cheil Centrade Adriatic agency
- “An Ad Without Prejudice,” Coca-Cola HBC Serbia, Creative Disorder Studio agency
“What’s My Share?” ŽUKO – Women’s Association of Kolubara District (supported by UN Women, Act Project, and German Development Cooperation)
Gender Grand Prix 2024
Winners of the Campaigns with Purpose Eco Grand Prix 2024 Title and Statuette:
“Jaffa Card,” Jaffa Crvenka, Popular – Polet Communication Group agency
Eco 2024
Winners of the Campaigns with Purpose Eco 2024 Title and Statuette:
- “I Love the River, Do You?” Henkel Serbia
- “OTP Village—Where Honey Blooms,” OTP Banka
- “Organic Competition,” NLB Komercijalna Banka, Saatchi & Saatchi and Represent agencies
