VIA BONA - We know how to do it since we were kids

A lot of music for zero money.

  • 92

    media outputs

  • 100%

    increase in the number of media outputs

Campaign description

  • microsite
  • pr
  • celebrity PR
  • television and radio spot

For the Via Bona philanthropic award, we have prepared a comprehensive communication campaign that included spots for TV and radio. The scope of the project was also creating a microsite and communicating on social networks. Our goal was to raise awareness about philanthropy, the actual Via Bona award and especially engaging the public in the voting.


Via Bona is an award, which is annually given to those who try to help others. However, the public is not much aware of philanthropy, trends in it, or the award. We decided to create a large educational campaign in which the public could vote and choose who deserves to receive the award.


The campaign consisted of television and radio spots that ran on Czech TV and Czech radio.We have devised the campaign "We know how to do it since we were kids", where we used the stories of children to show that helping others was natural to us in childhood.A microsite was also part of the project, where all the content was accessible and where the voting took place - for the first time in the history of Via Bona.In terms of PR, we focused on marketing media, but also the cooperation with celebrities or interesting stories of the awarded philanthropists.

Campaign results

  • 92

    outputs in print, online, radio and TV

  • 100%

    increase in the number of media outputs

  • 6.2 mil.


  • 30 mil.

    people reached

  • 111

    spots aired across Czech TV channels