The concept of the campaign was created on the occasion of the International Year for the Protection of Caves and Karst and aims to inform the general public about the importance and protection of these karst areas. The main task of the campaign is enlightenment and therefore it was named “Vedieť znamená chrániť” (Knowing means protecting).
The campaign, with selected colors and digital space, is visually and functionally adapted to the younger target group (16-30 years). While sponsored social media posts reach a wide range of people with concise and interesting information, the website informs users about the rest of the important information.
The campaign can also be transformed into offline in the form of merchandise with a supporting claim “CHRÁNIM” (I PROTECT).
