Integrated National Marketing Campaign

“Let’s Bring Back the Hug”

In the Republic of Serbia, the first case of COVID-19 was registered on March 6, 2020. Shortly thereafter, it was necessary to inform the population about the pandemic, the safety and efficacy of COVID-19 vaccines, and to motivate people to get vaccinated.

Through the joint efforts of the Government of the Republic of Serbia, the Ministry of Health, and the Institute of Public Health “Dr. Milan Jovanović Batut,” a national campaign was launched to promote vaccination against COVID-19. Majo Public agency was the lead in the integrated marketing campaign, which included both digital and out-of-home (OOH) advertising.

Majo Public agency was also in charge of design and production of posters, brochures, banners, video advertisements, and radio jingles that were broadcasted on all television and radio stations with national coverage, cable networks, and local media. The achieved visibility and omnipresence of key messages significantly contributed to a high percentage of vaccinated citizens.

Our team was responsible for the campaign slogan “Let’s Bring Back the Hug,” the core message “Vaccination for Collective Immunity,” and the logo. We also participated in the conceptualization and launch of the Government of the Republic of Serbia’s website, which still provides crucial information about COVID-19 vaccines and the vaccination process.

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