Thank you for saving!
Saving has always been a key priority in the shopping routine. However, there are Bulgarians for whom it is caused by another important reason, additional to the day-to-day personal finance management – the dream of a child.
Back in 2021, there were 145 000 couples with reproductive problems in the country. Especially to them, health and family remain the key priorities, despite the challenging situation.
We in Paragraph 42, a preferred partner of Ketchum in Bulgaria, joined forces with BILLA Bulgaria in its “Thank you for saving!” campaign.
We developed a campaign concept that would draw attention to reproductive health as a real issue in our society. And thank all of BILLA’s customers that they save – not only for themselves, but for a meaningful cause, motivating them to continue with the efforts. The communication was based on the long-term partnership between BILLA and “I Want a Baby” Foundation.
We developed and followed publicity campaign based on a mix of general, lifestyle and business media with established audiences and divided the communication into 3 phases: announcement, publicity and sharing results.
The achievements were astonishing – in 2 months we had a potential reach of over 7,8 mln. people and acquired more than 50K article reads.
As a result of the campaign BGN 1 230 000 were saved – to finance in vitro procedures for 12 couples in 2021 and many more in the years ahead.