Case study
Tiče te se and Tiče nas se: a two-phase campaign against labour exploitation
For IOM Montenegro, we ran a two-phase campaign against labour exploitation: from video stories and the Museum of Broken Promises in the squares of Podgorica and Bar to billboards, a flyer in four languages and a video featuring five institutions.
Numbers
Both phases in numbers
928,756
ad content views in the first phase
167,938
users reached in the first phase
44,161
users reached in the second phase
42
TV broadcasts of the spots
Two phases
One word changes the perspective
The first phase addressed the message to the individual: tiče te se (it concerns you). In the second, five institutions that handle reports voiced the same message: tiče nas se (it concerns us). Instead of dramatising the victim, the main visual became a sentence.
Tiče te se.
First phase, 2025
Period
30 July to 29 October 2025
Ads
35, in 4 campaigns
Content views
928,756
Users reached
167,938
TV
42 broadcasts
Performance
Podgorica and Bar
Outdoor
LED vehicles in Podgorica
Tiče nas se.
Second phase, 2026
Period
16 June to 6 July 2026
Ads
4, in one campaign
Content views
120,941
Users reached
44,161
Video
5 institutions
Outdoor
6 billboards and an LED screen
Print
Flyer and poster in 4 languages
What we did
Tiče te se.
Tiče nas se.
Tiče te se
928,756
content views
42
TV broadcasts
“
Thank you very much for the creative and clearly conceived script. We like everything about it.
Anica Anđelković, IOM Montenegro
Audience
Who the ads reached
66.8%
of impressions shown to men, in the first phase
64.5%
of impressions shown to people aged 25 to 54
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