V+O Group | SEC Newgate
Public finance management is rarely a topic that captures the public imagination. Yet transparency in how cities and municipalities plan and spend their budgets is fundamental to democratic life. Initiated by UNDP with the support of the Swiss Government, the campaign “Let’s Meet Each Other” set out to close the gap between citizens and their local institutions — making the subject of public finance not only understandable, but genuinely relevant, and encouraging active participation in shaping the budgets of communities across Serbia.
V+O approached the challenge as a full-service creative and communications mandate. The work began with developing the campaign’s creative concept, slogan, and complete visual identity — logo, color palette, and core visuals — establishing a tone that was accessible, civic, and inviting rather than bureaucratic. This foundation was brought to life across every channel: animated TV clips and radio jingles were produced, media buying was planned and executed, and a robust digital campaign was deployed alongside a comprehensive suite of promotional materials including infographics, banners, and posters. PR support encompassed press conference organization, the coordination of TV appearances by municipal and NGO representatives, and press release writing. Throughout, stakeholder engagement ensured that local communities — the true protagonists of the campaign — were active participants rather than passive recipients.
The campaign achieved remarkable breadth and depth of reach. It secured the support of 145 local communities across Serbia, while a press conference alone generated 46 media announcements. TV appearances were secured in prime time on TV Prva, N1, Pink, and Kopernikus, amounting to 130 minutes of airtime and 260 broadcast slots. On radio, the campaign delivered 105 minutes of airtime and 210 ad broadcasts. Digitally, 80 social media posts reached over 348,000 people, and the online campaign accumulated more than 825,000 views. On the ground, 700 posters were distributed across more than 170 cities and municipalities — ensuring the message reached citizens far beyond the major urban centers.
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