In an industry that often measures success through reach and visibility, few projects attempt to influence everyday behavior. The campaign Talk About Money, created by CTA Communications and Addiko Bank Croatia, takes exactly that direction and has been awarded the Bronze Grand PRix HUOJ in the Integrated Communications category.
The campaign was based on research showing that 70% of Croatian citizens perceive talking about money as a taboo, while only 36% regularly discuss finances with close ones. This insight pointed to a deeper issue, not a lack of information, but a persistent discomfort around the topic itself.
Instead of a traditional educational approach, the campaign focused on changing everyday habits. The goal was not only to explain finances, but to encourage people to talk about them more openly, with partners, within families, and among friends.
At the center of the campaign was the Talk About Money platform, structured around nine key financial conversation themes designed to bring the topic closer to real-life situations. Around it, a broader communication system was developed, including a branded pop quiz, newsletter content, influencer collaborations, media appearances, and digital ads inspired by popular songs about money. All elements were connected by a simple idea that finances are a normal part of everyday life and should be discussed openly and without discomfort.
As highlighted by Lara Paša from CTA Communications, the campaign aimed to open space for conversations around a topic that many still find uncomfortable, yet essential for quality of life, emphasizing that communication can and should have a real social impact.
This is where the broader value of the recognition lies. The Grand PRix HUOJ does not only confirm executional excellence, but also recognizes projects that push communication beyond messaging. When a campaign succeeds in starting conversations where none existed before, its impact extends beyond the industry itself.
