In 2022 the Tatry Mountains were visited by a record number of tourists, and everything indicates that this year this number will increase. It is both a great challenge and a huge responsibility as the growing statistics also apply to the issue of accidents. That includes the most serious ones with the most unpleasant consequences. The question is, how to prevent these scary scenarios on the trail?
Challenge
The fundamental thing that will impact the safety of tourists visiting the Tatry Mountains is well-equipped rescue service TOPR (Tatra Volunteer Search and Rescue). And this is impossible to achieve without a financial support.
The list of needs is very long, starting with infrastructure, through operation and fuel for the helicopter, inspections and servicing of vehicles and scooters, ending with training and drone tests.
That is why we decided to prepare a campaign which can help gain much needed funds through donation of 1.5% of tax to the TOPR fund.
Our approach
Basing on our winter campaign, we created a new 15-second video with dynamic shots which show the daily work of TOPR rescuers. Including views from Kasprowy Wierch and a scene of rescue operation in the forest. Our video also featured several fragments of ŠKODA Enyaq iV car in motion. The important part of our communication was a lector who briefly talked about the 20-year-long cooperation between ŠKODA and TOPR. His speech ends with a significant sentence: „You can help, too. Donate 1.5% of your tax (…).”. Through the whole video we displayed the „1.5%” emblem along with the foundation’s KRS number in the corner.
Communication was supported by a social media campaign for which we prepared dedicated formats.
