Drugi jezik na kojem je dostupan ovaj članak: Bosnian
Life without a mobile phone today is almost unthinkable. It is our companion throughout the day. It wakes us up in the morning. It is with us in the bathroom as we get ready so we can keep track of time and avoid being late. It is with us as we leave the house and call our colleagues to ask them what to buy for breakfast. It is with us during our commute to work, while we play games on it. It is with us at work while we conduct countless calls, chat with friends or read the news on portals. It is with us in the evening, as we are setting the alarm for the morning, only to repeat the cycle again. Although we know every shortcut on our smartphone, we know how to make wonders of photography with it, maybe we don’t know the basic thing we have to bear in mind – how much a smartphone radiates?
This is the issue addressed by the socially responsible campaign You Choose How to Communicate, realized thanks to the initiative of Telekom Serbia, in cooperation with the Faculty of Electrical Engineering in Belgrade, under the auspices of the Ministry of Trade, Tourism and Telecommunications of Serbia and created by McCann Belgrade. The aim of the campaign is to inform mobile users about the ways they can reduce exposure to electromagnetic radiation.
“The biggest challenge in the campaign was to present the main topic – electromagnetic radiation of mobile telephony and the functioning of mobile networks – in an educational and easy way that would be clear to everyone. On the other hand, it was necessary to relieve the public of prejudices and offer them true and relevant information, backed by scientific research and partnership with the highest educational institution in this field, the Electrical Engineering Faculty in Belgrade. The goal of Telekom Serbia, as a responsible leader in the field of telecommunications, was to start discussion on this topic which concerns both the users and the society in general, and to raise awareness about the effects of electromagnetic radiation, as well as to educate citizens on how to reduce their exposure to radiation of mobile telephony which has become an inevitable part of our everyday lives,” Telekom Serbia said on the occasion of the campaign.
Serbia has more than ten million users of mobile phones.
“Cooperation with a client willing to work on this topic was a great pleasure for the agency. We have conducted a large number of tests and analyses and we found a way to bring our everyday reality – which is not that easily acceptable – closer to consumers. Communication which necessarily carries a negative connotation is by no means simple, but we did a great job together. In addition to raising awareness, thanks to this campaign users now better understand the significance of the base stations, and with it we have educated a large number of users on the safe use of mobile phones,” said Uroš Urošević, Account Director at McCann Belgrade.
The necessity for launching such a campaign is illustrated by the results of research according to which the overwhelming majority of respondents, 92% of them, are conscious of the radiation coming from different devices that surround us, while at the same time they do not recognize mobile phones as a primary source of electromagnetic radiation. Telekom Serbia, with this project, thus continues to educate its customers, trying to foster the awareness about responsible use of these devices.
For the needs of this campaign a micro site was set up at www.kakokomuniciras.rs
Creative: Vladimir Ćosić, Nemanja Stanković, Dubravka Petrović
Account: Maja Nadeždić , Uroš Urošević, Jelica Jauković
Designer: Nenad Dodić