SniŽena
Given the number of women in key positions within our ranks, we set ourselves the task of changing the stereotypical views of our society about women. The goal was to create a campaign that would highlight the issues faced by women in Bosnia and Herzegovina (BiH).
We developed a campaign that plays on something everyone loves to see and grabs everyone’s attention – discounts. Then we played with words and came up with the name “SniŽena” (Snizena means discounted, while Žena means woman in the Serbian language). Through this campaign, we wanted to highlight the importance of involving women in social and economic processes.
The campaign was executed in two phases.
In the first phase, we created posts that mimic those from webshops and launched the campaign 7 days before March 8th. Along with the slogan “SNIŽENA,” we also added percentages, to make the campaign “more eye-catching” to all lovers of discounts and promotions.
The second phase was launched on March 8th. Our snizena.ba started its action.
The slogan from “SNIŽENA” became “SniŽena”. The number in percentages of the discounted item with an asterisk wasn’t a discount rate but a statistical data on the current, unfavorable, position of women in BiH. The percentages referred to the number of unemployed, underpaid women, or those who, for example, have a driver’s license today.
In addition, we prepared a gift package that we sent to influential journalists and public figures, with information about the campaign and products from companies initiated by women.
The gift package, sent to the right addresses, sent the message of “SniŽena” much further, as a large number of influencers, journalists, influential and successful women, addressed their own communities on their Instagram/Facebook channels with information about “SniŽena” and sent the message that “We are not SniŽena!”
Klijent:
Date:
February 13, 2024