+28%increase YoY
900 000 people actively taking part
84%awareness in population
+ 8% YoY increase
Funding secured
Registrations and merch sales to cover costs for the ‘22 and part of the ‘23 campaign
Suchej únor is an NGO aiming to raise awareness of the harmful effects of alcohol abuse.
Their operation depends entirely on paid registrations from people who participate in their monthly challenge, merch sales, and a book they published. Our task was to support these sales and increase awareness and the number of people taking part.
Czechs love their beer and hate being told what to do. So instead of educative patronising, we highlighted the aspect of our own decisions, including alcohol dependency.
This tonality connected content across all channels, including OOH, PR articles, and cooperations, 11 newsletters, 86 FB & IG posts, community management, etc.
We also run social ads to support merch sales and registrations amongst the highly engaged audience, focusing on remarketing and capping the CPA to utilise the minimal media budget to the fullest.
Despite the heavy dependency on organic channels, the campaign brought a 28% increase in partakers, a significant increase in awareness, and a sufficient level of registrations, book and merch sales to provide funding covering this year and part of the following year of the NGO operation.
