“Communication can and must have a real social impact, and this award is additional confirmation of this achievement for the ‘Speak Up About Money’ campaign. We have opened a space for conversation about a topic that is still uncomfortable for many but crucial to the quality of everyday life. In addition to the thanks to the jury, a big thank you to Addiko Bank for trusting us, to our industry colleagues who gave their creative input, as well as to everyone who decided to speak louder about money,” said Lara Paša on the occasion of the Grand PRix HUOJ awards ceremony held in Zagreb.
The “Speak Up About Money” campaign was awarded a bronze medal by the jury of the 19th Grand Prix of the Croatian Public Relations Association in the Grand Prix for Integrated Communication category. The initiative was launched in response to research results that showed that as many as 70% of Croatian citizens perceive talking about money as taboo, while only 36% regularly discuss finances with loved ones. Instead of a classic educational approach, the campaign focused on changing behaviour, i.e. encouraging open dialogue about money in everyday situations, between partners, in the family and among friends.
The central element was the web platform “Speak Up About Money”, with nine topics for talking about finances, adapted to different life situations. Various communication content was developed around the platform: a prize-winning pop quiz (both online and live), a newsletter in an advisory form, collaborations with influencers, media appearances and digital advertisements related to popular songs about money – all with a consistent message that finances are a normal part of everyday life and that we should talk about them openly.
The Grand PRix is an award given by the Croatian Public Relations Association since 2007, as the most prestigious award in this field in Croatia. It is awarded in several categories for which organisations submit communication projects, while the winners are decided by a jury consisting of renowned public relations experts working in agencies, the public and private sectors, non-governmental organisations, and higher education institutions.
