No Man´s Land
2019 Finalist

No Man´s Land


Zagreb, Croatia

Category Best Idea to Grow Digital Readership or Engagement

Overview of this campaign

Croatia is a wonderful country but unfortunately is ravaged with bad government decisions, corruption, and bureaucracy which leads people to general disappointment and search for alternatives.

Statistics show that every 6 minutes, one Croat leaves its homeland, in the pursuit of a better life.

All Croatian counties, except one, recorded a decline in the number of inhabitants. Experts say that the demographic crisis in Croatia is a significant and long-term economic and national problem, which makes smaller towns simply disappear from the map.

If this emigration trend continues, Croatia could soon become a no man’s land.

As the most powerful media in Croatia, 24sata makes no compromise in a fight for the rights of the ordinary people and their everyday problems. Whether it’s government’s absurd decisions or little injustices, the interests and problems of our readers become our own.

In June 2018, the president of Croatia presented a proposal of demographic measures based on the conviction that Croats leave their country only for a better standard.

This was a trigger to start a national campaign with a goal of alerting the public how serious the emigration problem is, but also to illuminate all motives, reasons, and causes of the mass exile of Croats to foreign countries.

Results for this campaign

The campaign started with a survey among our readers about emigration and the answers served as a base to explain why people are massively leaving the country. We compared the data with the one of the Central Bureau of Statistic, and the results were displayed in an interactive infographic on a microsite dedicated to the emigration problem and in our newsletter. It showed that 70% Croats consider leaving, not only because of low living standard but because of corruption and lack of confidence in the country’s development.

So, what is the government actually doing to stop the emigration? The Croatian government is active on Twitter, so we decided to spam their feed every six minutes with a question: „Have you done anything today to stop the emigration?“, to remind them of a fact that every six minutes Croatia loses one person due to emigration.

Provocative messages were used as a part of online communication to attract people’s attention and further raise awareness about the emigration problem. We interviewed people who left Croatia to find out their reasons for leaving, and to get a real insight into life abroad.

Instagram was used for a unique storytelling quiz. Following a series of Instagram profiles, which changed depending on their answer, people could find out to which foreign country should they emigrate. Whichever was the quiz result, we encouraged them to stay and help us rebuild better Croatia.

The emigration generated a huge buzz:
The message has reached every other citizen.
Every 45th Internet user in Croatia has completed the survey.
10,5 years spent on content.
2.200.000 content views.
247 tweets per day.
More than 17,000 comments encouraged a discussion.

We raised awareness about an important national problem, as our fight for the rights of ordinary people continues.


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