Belgrade - B92 Fund and advertising agency Saatchi & Saatchi Belgrade won First Prize in the Charity and Voluntary Sector for their "Battle for the Babies" campaign at the WEBIT Awards 2011. Held this year in Sofia, Bulgaria, WEBIT is focused on the accomplishments in the digital and IT fields, and was established with the goal of contributing to the enhancement of the digital industry and creativity in Central and Eastern Europe.
Major humanitarian campaign "Battle for the Babies" was launched on September 1, 2011, with the aim of raising funds for purchasing 100 new incubators for Serbia's youngest and most vulnerable citizens. In this battle, led by the smallest and the bravest fighters, the biggest award is life!
In less than two months since its inception, the 100th incubator has been donated and the project has achieved its target. And it is the campaign's successful battle in achieving such an important goal through the efficient use of digital media that was recognized by WEBIT's expert jury.
"Battle for the Babies" carries such a strong idea that it has managed to unite people, to arouse their feelings and desire to unite in the battle for the common cause. On the awarded website, the public can choose their military rank and the way in which they want to participate in this campaign. The recruits can vote for the companies they deem socially responsible, and for which they believe that they could offer help. Born heroes and veterans can post their life stories on the site. The paramedics can forward information on their hospitals, exchanging experiences and announcing their needs. Guerrilla units can download materials from the site and take action on the streets, while midfielders send out circulars to the individuals and companies. Every company which donates an incubator becomes a Hero Company. Every day, more and more companies and individuals join our battle lines and with their contributions assist our babies in winning this decisive battle.
Veran Matic, President of the Board of Directors of B92 Fund, and Veljko Golubovic, Creative Director of Saatchi & Saatchi Belgrade, which designed and led the whole campaign, will be presented with the WEBIT Award.
"The innovation and its results have been awarded: the website and Facebook page are the backbone of our campaign. These platforms hoovered up all the experiences and distributed the stories to the media and interested public. In the same time, both platforms were generating new donors, and the lists were made of those who could be human, and those who proved to be so. These platforms also produced empathy and commitment to the cause, making their visitors prospective carriers and multipliers, and will contribute to a more efficient development of humanitarian and social campaigns in the future," said Veran Matic.
Veljko Golubovic added, "This award is very significant for understanding the uniqueness of the internet as a media outlet, as it is given for the campaign which fully relies on the active participation of individuals. It leaves the initiative to them to further develop the idea, thus giving them a key role in creating the communication."