{"id":4810,"date":"2024-11-19T11:34:23","date_gmt":"2024-11-19T10:34:23","guid":{"rendered":"https:\/\/ctakomunikacije.hr\/?post_type=projekt&p=4810"},"modified":"2024-11-19T15:35:05","modified_gmt":"2024-11-19T14:35:05","slug":"recklessness-is-the-first-spark-campaign","status":"publish","type":"projekt","link":"https:\/\/ctakomunikacije.hr\/en\/uspjesne_price\/recklessness-is-the-first-spark-campaign\/","title":{"rendered":"Forests\u00a0fire prevention campaign \u201cRecklessness is the First Spark\u201d"},"content":{"rendered":"\n

Solution<\/h2>\n\n\n\n

Leaning on to the shocking fact that humans cause 90% of fires, the campaign was launched in June 2023. The main goal was to raise citizens\u2019 and tourists\u2019 awareness of their responsibility and actions that cause fires.<\/p>\n\n\n\n

Unwanted behavior in the forest was reduced to a single denominator and slogan: RECKLESSNESS IS THE FIRST SPARK.<\/strong> <\/strong><\/p>\n\n\n\n

Compelling content and integrated communication reached target audiences, effectively spreading the key message: anyone can spark a forest fire<\/strong>, either through (in)action or recklessness. The three most common triggers of fires were identified and transformed into a strong visual message: recklessness combined with one small object – cigarette butt, discarded glass and\/or unextinguished flame \u2013 can both literally and figuratively be bigger than an entire forest.<\/p>\n\n\n\n

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Creative solutions for the campaign “Recklessness is the first spark”<\/figcaption><\/figure>\n\n\n\n

Activities of Recklessness is the First Spark campaign were carefully integrated with one main objective: reducing the number of forest fires<\/strong>.\u00a0 A press conference was used to announce the campaign and its visual identity. The media had the first look at the billboards spread along Croatian roads emphasizing the main triggers of fires and warning the drivers that their recklessness is the first spark too.<\/p>\n\n\n\n

After their journey takes our passers-by to a Croatian tourist town, visual reminders await: on the lifeguard tower, beach banners or info-panels<\/strong>.\u00a0
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Creative solutions<\/figcaption><\/figure>\n\n\n\n

Kada na\u0161i protagonisti na le\u017ealjkama scrollaju Instagramom <\/strong>ili Facebookom<\/strong>, ciljaju ih stati\u010dni engagement oglasi, video-oglasi i banneri na medijskim portalim<\/strong>a te Google Search<\/strong> rezultati. Kampanja je, u prosjeku, dnevno dosezala preko 16.000 korisnika na Metinim platformama, dok su video spotovi protupo\u017earne kampanje \u201eNemar je prva iskra\u201c na Meti i YouTubeu prikupili 1.75 milijuna pregleda <\/strong>u \u010detiri mjeseca. <\/p>\n\n\n\n

Otvoren je Instagram profil, stvaraju\u0107i temeljnu zajednicu za daljnje kampanje Hrvatskih \u0161uma. Facebook informira o pona\u0161anju u prirodi, a na storyjima obiju mre\u017ea pratitelji vikendom mogu na\u0107i kartu Hrvatske s glavnim \u017eari\u0161tima prema DHMZ-u.<\/p>\n\n\n\n

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Examples of ads and posts<\/em><\/p>\n\n\n\n

In a nearby bar, people could hear a radio jingle about one of the three main fire triggers<\/strong>. Should they watch TV, they could be targeted by the TVC<\/strong>, which they will see again as a pre-roll while listening or watching YouTube with <\/strong>friends.\u00a0
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