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Tijana Adamov Ignjatović, Founder of Campaigns with Purpose and Yellow Pants – Initiative for Childhood Study and CSR Concept Incubator

The Power Of Communications For A Better World

The Festival of CSR Communication “Campaigns With Purpose” (Kampanje sa svrhom) will be held for the third time this year. The Festival will take place on 20th November, World Children’s Day, because its initiator, “Yellow Pants CSR Concept Incubator”, was itself launched by one sentence of Dr Maria Montessori: “Directing our action toward mankind means, first and foremost, doing so with regard to the child”

This festival is unique in Serbia and Europe, but also one of the first advertising festivals of this kind worldwide, dedicated specifically to CSR communication.

Today, when we’ve started placing a focus on corporate social responsibility, investments in CSR communication are on the rise and ESG is being applied, there is no dilemma that this festival “catches the moment”.

The Campaigns With Purpose Festival recognises, awards and encourages corporate social responsibility campaigns, in the belief that we really can change the world for the better by using the power of communication.

The title “Campaign With Purpose” is attached to a campaign that uses the power of communication to raise attention regarding a certain problem and even shows a way to solve that problem. A “Campaign With Purpose” is a campaign that’s dedicated to the welfare of children, people and society as a whole, focused on one of the 17 sustainable development goals (SDGs) of UN Agenda 2030.

The festival proclaims the three best CSR campaigns in Serbia: CAMPAIGN WITH PURPOSE GRAND PRIX and recognises purposeful campaigns by awarding the “Campaign With Purpose” title, with recipients receiving a statuette made from ecological materials, in the spirit of the Festival. The statuettes are presented at the official award ceremony.

An initial focus on child welfare ensured that the festival welcomed sustainability even more, because sustainable development is in essence a battle for the survival of future generations

Decisions on awarding the title are made by Honoured Selectors (Jury) comprising professionals from all relevant sectors – corporate, entrepreneurial, education, media and psychology.

Many socially responsible companies and agencies have so far participated in the festival, with the best campaigns awarded. However, even more companies are expected to join and start creating CSR communication campaigns for the betterment of all.

An initial focus on child welfare ensured that the festival welcomed sustainability even more, because sustainable development is in essence a battle for the survival of future generations.

Alongside the festival, “Campaigns With Purpose” also represents a CSR communication platform that encourages efficient CSR communication. It has also established a spring edition of the festival, under the title “WARM UP”, which is dedicated to learning new, innovative and unique ways of thinking and creative techniques that help create impactful communication.

The first WARM UP Festival was held in 2022 and the second took place in March 2023. International guest speakers offered us ways to solve ecological problems in Serbia by using only our creativity and thinking.

“Campaigns With Purpose” is also a CSR Concept Incubator that offers consultancy services and the creation of efficient CSR communication, organising tailor-made workshops for creative thinking and learning.

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