Intro
NURDOR is the National Association of Parents of Children with Cancer in Serbia. Campaign aimed at increasing brand awareness and boosting the number of SMS donations, which client relies on for fundraising.
We worked pro bono for client, and there was no media budget. We achieved astonishing results on a budget of less than €100, which is remarkable example of marketing efficiency.
Prior to this campaign, NURDOR’s communication was similar to others in Serbia that collect donations: visuals typically featured images of sick children, without hair, hooked up to numerous machines, sad photos of hospital rooms.
We changed the narrative. Instead of sadness, we wanted to communicate strength and victory.
The campaign launched in February, with a follow-up in June 2024. During two months, 15,695 SMS donations were made, compared to 2,270 in the same period the previous year. When comparing these two months to the previous year, the total number of donations increased by an absolute 186% — from 8,418 in 2023 to 15,695 in just two months of 2024. In relative terms (projected as if the campaign ran throughout all of 2024), this represents an astonishing 1,116% increase.
