“A winning combination for an excellent campaign in the non-governmental sector is a good idea, well-thought-out creativity and, above all, courage. Of course, and a step into the territory they say is impossible for an association to reach. Most ideas never see the light of day because agencies decide not to present them or clients reject them immediately at first,” explained Gordan Turković during lectures and panels at the Open Day of Associations in Zagreb and Zabok.
The role of associations in the field of media literacy
At the conference in Zagreb entitled “Development, Contribution and Role of Associations in the Field of Media Literacy in Croatia”, at the panel “Communication Support to Socially Useful Programs of Associations”, participants presented their campaigns and shared useful tricks for communication in the NGO sector. The project was supported by the Office for Cooperation with NGOs of the Government of the Republic of Croatia and the Croatian Public Relations Association (HUOJ).
Attracting the young through social networks
In Zabok, at the MisaONA event, Gordan held a lecture “Visibility of associations and their activities among young people”. Through campaign case studies, he showed how the CTA team managed to attract young people to participate in campaigns and emphasized the importance of social networks in these processes.
Gordan also pointed out that changes are possible when clients allow creative freedom. Some of the successes include a 4-metre-high Christmas tree that was woven as part of the campaign „Knit yourself in“ and was set up at Zagreb’s Advent as a symbol of support for the homeless; Amendment of the Act for the Ferry Transport of Island Children with l Disabilities through the Project „Tris Truly Matters“; inclusion of three key drugs for cystic fibrosis on the list of the Croatian Health Insurance Fund during the campaign ‘Kaftrio – breath of Life’ and setting up the first Croatian exhibition of tweets ‘Trending #HGSS70“.
„The beauty of marketing in the non-governmental sector is precisely that people are much braver and more willing to go to greater communication challenges in order to achieve their goals. That is why we like to work with associations. In short, you always go all in,” Gordan concluded.
