On the social networks of as many as 40 museums and cultural institutions of Serbia, over 180 billboards and on a large number of portals during October, the most famous ladies of Serbian painting dressed in pink appeared on the occasion of the campaign of the National Museum “Your body is a work of art” by NextGame agency.
Tako ste, tokom Roze oktobra, meseca borbe protiv rada dojke, mogli da sretnete Devojku u plavom Đure Jakšića, Katarinu Ivanović, Nadeždu Petrović i druga najveća delo srpske umetnosti van galerijskih zidova, u stvarnom životu i vašem danu – kako bi vas inspirisale da se čuvate, i brinete o svom telu kao o umetničkom delu.
Kreativni tim NextGame agencije kaže da je kampanja proistekla iz želje za susretom umetnosti i ljudi, potrebe za dijalogom i razmišljanjem na koje nas navodi činjenica da u Srbiji 4000 žena godišnje oboli od raka dojke. Ove žene, za razliku od umetničkih dela, malo ko vidi.
The National Museum, as someone who understands and accepts, wanted to tell these women that they are not alone, and invited all colleagues, museum experts and cultural institutions to join in this message. Already in the first days, the campaign achieved a rare and touching effect of togetherness. For days, works from the collections of the Museum of Yugoslavia, the Ethnographic Museum, the Matica Srpska Gallery, the Museum of Applied Art, the Museum of African Art, the Yugoslav Cinematheque, the Museum of African Art and many others appeared on the networks as representatives of all artistic trends, eras and author’s aesthetics – dressed in pink as a sign of support for all people who are fighting breast cancer today.
The message, which we must not remain indifferent to, managed to reach enviable visibility on social networks completely organically and also received support from Euromedik, which provided a 20% discount on all relevant examinations and diagnostics until the end of 2024 with the museum ticket, stressing the importance of examinations and self-examination as well as timely diagnosis. Media support was provided by the company Skip Ad Advertising, giving away 180 billboards and making this action a work of complete enthusiasm and unity in the same goal.
Read more about the campaign at:
www.narodnimuzej.rs/tvoje-telo-je-umetnichko-delo
Agency: NextGame
Creative Director: Bogdan Spanjević
Production, creative: Jovan Blanuš
Graphic design: Anđela Antić
Videographer: Jelena Petrović
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Source: www.advertiser-serbia.com
