“We are proud that with both campaigns, we successfully brought attention to socially significant topics such as fire prevention and waste separation in an educational way suitable for all age groups. This marks the sixth major global PR award in nearly six years of our agency’s existence, as well as the greatest recognition of our work by industry experts. In this short time, it is also a milestone 20th award for CTA Communications. We thank the jury and congratulate the other winners for their excellent campaigns from Croatia and around the world,” said Gordan Turković, Executive Director of CTA Communications, following the awards ceremony held last night in Belgrade.
The campaign “Recklessness is the first spark”, designed for Hrvatske šume to promote the importance of the fire prevention season, received the Global Contribution Award for 2024. This award highlights projects that best align with the UN Sustainable Development Goals (SDGs). In this case, the campaign aligns with Goal 15 – Life on Land, which emphasizes the protection, restoration, and promotion of sustainable use of terrestrial ecosystems, sustainable forest management, combating desertification, halting and reversing land degradation, and preserving biodiversity.
“Recklessness is the first spark” was an integrated fire prevention campaign launched for the first time in 2023. Its primary goal was to raise awareness among citizens about how their own carelessness impacts the preservation of forests, property, and ultimately, human lives from the devastating effects of wildfires. The campaign’s additional message, “Prevent fire before it starts,” was supported by TV spots highlighting common fire triggers such as unattended flames, discarded cigarette butts, and glass. Across digital platforms, the campaign garnered over 1.2 million video views and had already won the Grand Prix from HUOJ (Croatian Public Relations Association).
In addition to the “Recklessness is the first spark” campaign, CTA komunikacije won two IPRA Grand Prix Awards for the “Separate, it’s easy” campaign. The winning categories were Launch of a new service – Agency and Integration of traditional and new media – Agency. The local campaign was created for the client Čistoća d.o.o. Split and has already been awarded with six domestic and regional awards (SoMo Borac, two BalCannes, IdejaX, MIXX, Grand Prix HUOJ).
“Separate, it’s easy” was an informative campaign aimed at promoting a new waste separation system using semi-underground containers in Split. While the video “Separate” was only one part of the campaign, its characters resonated so strongly with the public that they became part of Split graffiti scene in Vukovarska Street. This authentic content was also recognized by experts at the Greencajt Festival. The entire integrated campaign stood out for its originality and execution, seamlessly connecting its online and offline elements.
The award-winning content of both campaigns was worked on by the CTA team consisting of Valentina Mezdić, Nina Sivić-Cug, Lara Paša, Ana-Marija Crnica Živković, Hana Kajari, Marin Zdelar, Petar Tanta and Gordan Turković, with the support of associates Vojko V, Sara Bernat, 2Dizajnera , DD Video Lab and Vertigo Media.
The Golden World Awards for Excellence is the most prestigious global PR award presented by the International Public Relations Association (IPRA) since 1990. It promotes excellence and ethics in public relations. Its significance is underscored by a jury of experts from around the world, including Austria, Bulgaria, Japan, Russia, Saudi Arabia, Turkey, the Philippines, the United Kingdom, and the United States, as well as the number and diversity of submissions received each year.
