Campaign by dm drogerie markt is was dedicated to women’s health. (source: DM)
A new addition to this year’s Via Bona Slovakia awards is the Responsible Campaign category, recognising companies that use their platforms to address urgent social issues. In its first edition, eight external or internal campaigns were submitted, each aiming to spark public dialogue and bring about positive change.
Among the shortlisted entries are three major Slovak companies – dm drogerie markt, Orange Slovensko, and O2 Slovakia – whose campaigns stand out for their strong societal impact, particularly on the lives of young people and families.
dm drogerie markt took on the sensitive yet often overlooked topic of menstruation and women’s health, Orange Slovensko addressed the growing threat of cyberbullying, especially among children and teenagers. Meanwhile, O2 Slovakia focused on excessive screen time and digital passivity in children.
Together, these campaigns show how businesses can go beyond profit-making to take responsibility for the social wellbeing of their communities – using their influence to promote awareness, inclusivity, and lasting behavioural change.
The Pontis Foundation will hand down the awards to the winners during a gala evening in Design Factory in Jarovce, part of Bratislava, on June 17.
Responsible Campaign
dm drogerie markt: Campaign Dedicated to Women’s Health
The aim of the campaign was to destigmatise the topic of menstruation and women’s health, which is still little talked about in Slovakia. In the campaign, dm educated the public through the web, social networks and ambassadors, organised dm ON TOUR events and supported civil associations fighting period poverty and eating disorders. The campaign also included a travelling art installation and free access to menstrual supplies in stores. The campaign reached a wide audience – 6 million impressions on the app, nearly 4.5 million impressions on social media, and over 3,000 event attendees. Interest in the topic of period poverty has also increased at school and civic association level.
Orange Slovensko: Influendcérky
The campaign, freely translated as Influendaughters, draws attention to the issue of cyberbullying of children and young people. It builds on the powerful emotional story of mothers of well-known influencers who shared their daughters’ real experiences of hateful comments online. Through the campaign, Orange has introduced its ‘bullyfree.online’ awareness programme, which aims to help parents protect their children in the online space. The campaign was particularly successful online, with 1.8 million video views in the first 48 hours and a 420 percent increase in web traffic. Public discussions with experts on digital safety were also an important part of the campaign and have become a permanent feature of the programme.
O2 Slovakia: 400 Metres on Display is Too Much
In response to the alarming data on excessive use of mobile phones by children, the mobile operator O2 Slovakia has launched an awareness-raising campaign to draw attention to digital passivity and its consequences. It linked the theme of movement and screen time, presenting it through an emotive video and the website www.400m.sk. The campaign included five educational videos with psychologists and parents had the opportunity to enrol their children in the Matej Tóth O2 Sports Academy. The campaign reached more than 833,000 hits via social networks, while the website itself was visited by more than 57,000 unique users. In brand tracking, “the Socially Responsible Brand” attribute increased by 10 percent, confirming the positive public perception of the brand.
