We can often hear that in order to acquire collective immunity, that is, to return to normal life, it is necessary to vaccinate at least half of the adult citizens of Serbia. The data show that this number is exceeded when it comes to certain categories of the population, but also that the lowest percentage of vaccinated is among young people. For these reasons, the United Festivals of Serbia launched a national vaccination campaign under the slogan “Let’s be together again!” in cooperation with McCann Beograd, the project’s communication partner responsible for finding a common language with the younger population.
“The year behind us, we can rightly call it the year of loneliness, was difficult for everyone, especially for young people, who lacked socializing and live interaction the most. The research we conducted with Polaris agency showed that there is no online substitute for this live experience. While preparing the campaign, we tried to understand how young people feel, how they think, what they miss the most, what are their dilemmas related to vaccination, and what would motivate them to get vaccinated, “explains Jana Savić Rastovac, Executive Creative Director at McCann Beograd, and adds “we at McCann believe that every brand should have a meaningful role in the world we live in and we are always happy to respond to calls to create campaigns of wider social significance. At this moment, the meaningful role of the United Festivals of Serbia is to appeal to young people to get vaccinated and thus create an opportunity for all of us to be responsible and to be together again in a safe way. We created the campaign with the voice of a generation which, I am sure, will be clear to everyone, and especially to those to whom it is addressed. ”
The United Festivals of Serbia, led by EXIT, Beerfest, Lovefest, Arsenal Fest, and Nishville, wanted to point out the growing physical and mental isolation to which everyone is exposed, reminding that the time of the festival is yet to come and that a solution for responsible and safe enjoyment during these traditional social events exists – vaccination! The campaign, which will start the fiercest fight so far for the end of the pandemic and return to normal life, was also supported by the national platform of the Government of Serbia – “Serbia creates”, the Ministry of Health, and the city administrations of Belgrade and Novi Sad.
“Young people have been criticized in the previous period for being irresponsible, but these are not the messages you send if you want young people on your side. They do not respond well to messages of fear and everything we have been exposed to in the past 15 months. They need to be given hope, given a vision of a return to normal life and that is what is their main motivation to get vaccinated. The campaign, which was created in cooperation with the MCANN agency, is sending such a message, and after the increase in the number of vaccinated people under 30 in the last few days, we can say that it is already giving the appropriate results. After a very notable WHERE YOUR GOODS COME FROM campaign, which was also done with MCANN and the Ministry of Health, we are pleased to have reunited in the fight for the public health of society as a whole. After the pandemic, we have another fight ahead of us, this time for mental health, and I believe that we will respond to this challenge together with strong creative solutions and messages, “adds the founder and director of the EXIT festival, Dušan Kovačević.
As part of the campaign aimed at vaccinating young people in Serbia, the website www.vracamozivot.rs was launched, which will show the progress of the campaign in real time, as well as how close we are to the ultimate goal – 50 percent of the immunized adult population.
Team:
Associate Creative Director: Miloš Paunović
Associate Creative Director: Dubravka Petrović
Head of Art: Jelena Grahovac
Copywriter: Dragana Božić
Executive Creative Director: Jana Savić Rastovac
Creative Director: Vladimir Simić
Group Account Director: Vera Aćimović
Senior Strategic Planner: Aleksandar Milojević
AV manager: Nebojša Ereš
Production: Cloud21
Director: Lazar Bogdanović
