REFERENCE: BRNO PARTICIPATORY BUDGET DÁME NA VÁS 2024
BRNO FOR THE THIRD TIME: A RECORD 20,000 VOTERS
The participatory budgeting initiative “Dáme na vás” gives Brno residents the opportunity to decide what their city will look like. And we’ve been involved in promoting it time and again — in 2020, 2023, and 2024.
Every year brings the same question: how can we convince as many people as possible that their idea is worth submitting and supporting? This year, we focused on the real stories of the proposers—with a dash of magic to top it off.
CREATIVE CAMPAIGN CONCEPT
Ideamaking: You too have
the power to change Brno
The call to “get involved and change the city” sounds good on paper. But it’s abstract and impersonal. Our goal was to spark a desire for real change that everyone can be a part of.
That’s why we based the creative foundation of the campaign on real proposers from previous years. People whose projects truly changed Brno became the faces of the campaign, carrying a clear message: “If they can do it, so can you.”
HOW THE CAMPAIGN CAME ABOUT
Lights, flashes, smoke machine.
That's how magic happens!
A green background, no sets, a clean atmosphere— just a person and the story of the project they’re working on. It was precisely this simplicity that allowed the post-production to truly shine.
Effects were then added to each photograph: levitation, sparks, and halos of light. Submitting a project to participatory budgeting is an extraordinary act, and that’s exactly how it should look. The result is a series of images that make Brno residents stop and take notice, no matter where they come across them.
PHOTOSHOOT
This Is How the Campaign Came About
SCOPE OF THE FIRST PHASE OF THE PROJECT
Content That Drives Action
The first phase of the campaign targeted anyone who has an idea—but doesn’t have the confidence to submit it. The goal was to motivate people to overcome their doubts and encourage them to submit their project before the deadline expired.
The faces of the campaign—actual applicants from previous years—served as the most natural argument. Instead of persuasion, it offered a real-life example: if someone just like them could do it, so could they.
CREATIVES BY INTERESTS AND TARGET AUDIENCES
Tailored content for every Brno resident
Parents are concerned about playgrounds and safe crosswalks. Cyclists want bike paths. Seniors want green spaces and benches. If everyone received the same message, no one would feel that it was speaking directly to them or addressing the issues that matter to them.
That’s why we tailored the content to their interests —each group received creative content based on projects that directly affect them. As a result, the ad didn’t come across as an ad, but as relevant information for that specific person.
ONLINE AND OFFLINE PROMOTION
Advertisements can be seen all over Brno
Online campaigns reach the right audiences, and optimization ensures every crown is put to good use. But let’s be honest— promoting a city project takes a little more than that. This year, we once again took to the streets of Brno with “Dáme na vás”: CLV spaces, banners, billboards, and other media across the city, as well as a live survey right on the streets.
SCOPE OF THE SECOND PHASE OF THE PROJECT
Year-Round Promotion – From One Phase to the Next
In the second phase, the focus shifted to the public. The projects had been submitted; now the goal was to bring people to the website and encourage them to vote for what they wanted to see implemented in Brno.
To make the voting process as clear as possible and ensure everyone knew what to do, we prepared animated guides explaining where to vote, by when, and how many votes each person could cast. After all, the most common reason people don’t vote isn’t a lack of interest—it’s uncertainty about how to do it.
VIDEO TUTORIALS
The audience knows right away what to do!
MATERIALS FOR EVERY PROPOSER
150 deliveries a week? We'll take care of it
74 proposals are 74 stories that deserve attention. For each one, we’ve prepared promotional materials so that the proposer feels the “Dáme na vás” project truly stands behind them. In total, we’ve delivered over 350 creative assets.
Templates speed up the work, but they don’t eliminate it. Every name, every project title, and every location must be checked manually—because a mistake on a specific proposer’s flyer is a mistake that will come back to haunt us.
RESULTS OF THE PROMOTIONAL CAMPAIGN
RECORD NUMBER OF VOTERS
A total of 20,493 people participated in the vote —the highest number in the history of the “Dáme na vás” project at that time.
Compared to 2023 (17,000 voters), this represents an increase of roughly 20%. In short, this result speaks to the quality of the campaign and the trust that Brno residents have shown in the project year after year.
