Promotional Small Arms and Light Weapons (SALW) Awareness Raising Campaign

Creative idea

Our campaign in Bosnia and Herzegovina unfolded in three impactful waves. We began by raising awareness about FEMICIDE with a powerful visual narrative to spark crucial conversations. The next phase emphasized responsible ownership of legal small firearms, focusing on safety and proper handling. The final wave encourages the voluntary surrender of illegal firearms, stressing legal consequences and promoting community safety. Structured in these dynamic phases, our campaign addresses immediate issues while building a foundation for long-term change. Each wave was designed to engage, inform, and inspire action, ensuring our message resonates deeply across Bosnia and Herzegovina.

Brand name: POŠTUJ ŽIVOT, NE ORUŽJE
Advertiser / client: United Nations Development Programme (UNDP)
Product / service: SALW Awareness Raising Campaign
Campaign name: POŠTUJ ŽIVOT, NE ORUŽJE
Agency network: INDEPENDENT AGENCY
Agency: DIRECT MEDIA SARAJEVO
Media agency: DIRECT MEDIA SARAJEVO
Digital agency: DIRECT MEDIA SARAJEVO
Additional company: BORAM MARKETING
Agency chief executive officer: Tihana Tais
Chief creative officer: Haris Jusović
Account director (agency): Čedomir Pavlović
Media director: Nermin Kaljača
Managing director: Tihana Tais
Strategic planner / strategist: Ena Tafro
Senior planner: Elvira Čordalija
Music: Dino Šukalo
Digital strategist: Mak Alagić
Digital creative: Haris Jusović
Additional company: Digital Media Specialist: Lejla Karahasanović, DIRECT MEDIA SARAJEVO Methodology: Samra Lučkin, BORAM MARKETING