Non-governmental organizations are creating excellent communication campaigns even with modest budgets.
In less than two weeks, we will know who the authors of the best communication projects in Croatia were last year. A total of 33 projects made it to the finals of the Grand PRix Award by the Croatian Public Relations Association, and the winners in nine categories will be announced at the award ceremony.
“This year, I was particularly impressed by the projects in the categories of events, corporate social responsibility, and associations and NGOs. The projects are comprehensive and demonstrate a high level of strategic thinking and creativity,” said Igor Crnčić, Chair of the Jury for the 18th Grand PRix HUOJ.
Igor Crnčić
From year to year, NGOs continue to do an outstanding job in the field of public relations.
“Associations and NGOs have a strong need for communication. At the Grand PRix HUOJ, they present projects aimed at raising awareness or mobilizing the public. They do this excellently, and thanks to effective communication, they achieve their set goals. Additionally, they often operate with very limited communication budgets,” Crnčić said.
In the Grand PRix categories for public relations in associations and NGOs, and public relations in small and medium-sized enterprises, there are five finalist projects in each. In the category of corporate social responsibility, there are even seven.
Activism on Instagram: The Grof Darkula platform influences social change
In just over four years of activity, the activist platform Grof Darkula has gained nearly 75,000 followers on Instagram – without any advertising. Last year, the platform stood out with its direct, timely, and open communication and strong social engagement. For this reason, the jury of the Grand PRix of the Croatian Public Relations Association included it among the finalists for Communicator of the Year.
“The creators of the platform remain anonymous but speak passionately about current social issues such as domestic and intimate partner violence, minority rights, mental health, and social injustices. They encourage open discussions and demystify taboo topics. With a mix of sharp humor, informed analysis, and an interactive approach – while offering both information and support to victims – they succeed in engaging the community and sparking constructive conversations on important social issues,” the Grand PRix HUOJ jury highlighted, chaired by Igor Crnčić.
The platform’s style and tone demonstrate how digital channels can be powerful tools for education, activism, and inspiring change.
“To be honest, we were very surprised by the nomination—we didn’t expect it. But we are glad that our work has been recognized and that we are seen as strong communicators. It shows us that the topics we address matter and that they’re reaching people. This nomination further motivates us to keep doing what we believe in. Our communication is based on verified facts, breaking taboos, and opening up topics that are often marginalized. We strive to be inclusive, educational, and engaged—with the goal of fostering dialogue and societal change. At the same time, we’re aware that we might make mistakes, and public correction or apology is an essential part of our communication,” said representatives of the Grof Darkula platform.
“The platform was launched to raise awareness about important social issues and to empower those whose voices are often unheard. Our anonymity allows us to focus on the topics rather than the individuals behind them, further emphasizing the collective nature of our mission,” they explained.
In addition to excellent communication on Instagram, the platform also stood out with the Survival Guide, a book that received its third edition last year. The book features 27 autobiographical stories that shed light on urgent social problems and provide readers with space for understanding and empathy. All three editions have sold out.
Grof Darkula is one of three finalists for Communicator of the Year.
“Judging is a challenge. The finalists include very interesting projects that show a lot of strategic thinking and creativity. This year’s jury consists of 11 members, and aligning different perspectives, opinions, and viewpoints is quite a demanding task. The process is detailed, but it’s based on objective criteria. Even though each of us has our favorites, we try to reach consensus on the best projects through discussion. That’s the magic of judging. The point is to turn different opinions into one solid decision. I hope we succeed,” said Crnčić.
The Grand PRix HUOJ Award Ceremony will take place on Monday, April 7, 2025, at Peron 16 (Hangar) in Zagreb. During the ceremony, the recipient of the Grand PRix for Advancement of the Profession will also be announced. As part of the Grand PRix, the Communicator of the Year will be named, and the Anti-Communication of the Year designation will be revealed.
