Nearly 7 million impressions in a country of two million, explaining what an institution can now do for you.
In 2020 the Ombudsman was given a set of new competencies - National Preventive Mechanism, Friend of the Court, Mechanism for Civil Control, monitoring the Convention on the Rights of Persons with Disabilities, National Rapporteur on Human Trafficking and Illegal Migration. Powers that mean a great deal to the people who need them, and almost nothing to anyone reading the titles. BDG was engaged to bring a complex institutional matter to a level of clarity where the very specifically targeted audience wouldn't just understand the new authorities, but feel able to use them.
We built a full multi-channel campaign architecture to reach every key demographic - launching the institution's official Facebook page, producing and airing TV ads, six explanatory digital animations, four national TV interviews with the Ombudsman and his deputy and a comprehensive communications workshop for them both and the communications team. All of it in Macedonian and Albanian. In only its first month, the campaign reached nearly 7M impressions and 6K clicks, and the brand new Facebook page grew to 10K followers.
Pillars used: Strategy & Decisions · Creative & Production
Have a problem worth solving?
We don’t have a sales team. Tell us what you’re working on and we’ll tell you honestly if we’re the right fit.