ABOUT BORANKA PROJECT

In major fires that increasingly sweep across the Croatian coast and littoral, very large areas of forest are ravaged. Global temperature increase and dry periods, caused by climate change, further contribute to the occurrence and spread of fires. The raging fires, which have become today's summer dailiness, leave behind a wasteland with catastrophic natural consequences. With the disappearance of forests, our greatest natural allies in the battle against climate change are also disappearing. Nature is powerless to defend itself and rapidly regain its lost vitality, which is why it now needs our help.

Savez izviđača Hrvatske (Croatian Scouting Association) launched the Boranka project in 2018, a major voluntary reforestation and fire-affected areas recovery campaign in Dalmatia. Boranka is an interactive awareness-raising campaign aimed at raising awareness among citizens, especially children, about the importance of forests, nature protection, the consequences of global warming, and fire prevention and protection. Educational activities take place in schools, kindergartens, and other public spaces. The education is conducted by experts from the ranks of scouts, firefighters, HGSS, and the Croatian Forestry Service. The tree planting activities take place on weekends in the autumn, when conditions in nature are the best for it. The selection of species to be planted and the location where they will be planted is carried out exclusively in cooperation with professionals and experts from the Croatian Forestry Service. Only autochthonous deciduous and coniferous species are used in the planting process. Within the campaign, firewood cones - so-called Boralice were made from the remaining ashes of the oak trees collected from the fires in Dalmatia.

Boralice - are unique products - pastelcolored markers made from the ashes of oak trees that were lost in the fires, produced and donated by Karbon. Citizens can participate in the reforestation campaign, aside from volunteering, in a unique way - by using Boralica, they can draw and design their own little tree, give it a name, and through a special web app "plant" it in a virtual forest. For each "drawn" tree "planted" on the boranka.hr website, Boranka volunteers will plant a real sapling on the fire site. As the virtual forest grows so will the number of living tree plantings in nature. Symbolically, from the burned wood, a new life emerges - from the black and white fire site, a green forest full of colors is born. The reforestation project is carried out in cooperation with the Croatian Forestry Service, which ensures the preparation of the terrain and planting material, as well as provides expert advice and supervision during the planting activities.

MAIN PARTNERS OF THE BORANKA PROJECT

The main partners of the project are the Croatian Mountain Rescue Service (HGSS), the Croatian Forestry Service, the Ministry of Interior, the Croatian Fire Brigade, the Embassy of Canada, and the agencies Imago Ogilvy and Bornfight, as well as the Association of Croatian Volunteer Army Warriors (UHDDR). The support of the project is provided by the City of Split, the City of Solin, the Splitsko-Dalmatian County, the City of Zadar, and the Lika-Senj County. The project is carried out under the patronage of the European Parliament, the Ministry of the Environment and Energy, the Ministry of Agriculture, the Ministry of Demography, Family, Youth, and Social Welfare Relations, the Ministry of Science and Education, the American Chamber of Commerce in Croatia, and the Office of the European Parliament in Croatia. The media partners of the campaign are 24Sata, Nova TV, B1 plakati, and Outdoor Akcent.

BORANKA ACTIVITIES FROM 2018-2021

The Boranka campaign began in 2018 by launching tens of thousands of citizens and spreading throughout the entire country. In reforestation activities near Split, Solin, Makarska, and Zadar, thousands of volunteers from all over Croatia, as well as from abroad, participated, planting tens of thousands of saplings and seeds of deciduous and coniferous tree species. Educational activities on the importance and protection of forests and the preservation of the environment took place simultaneously with reforestation activities and involved hundreds of children and young people from numerous kindergartens and schools across Croatia. The campaign has been officially supported by the planting of their own trees by the President of the Republic of Croatia, the Prime Minister of the Republic of Croatia, ministers, members of parliament, the Splitsko-Dalmatian County governor, the Lika-Senj County governor, the city mayor of Solin, and the deputy mayor of Split, as well as ambassadors from Canada and the United Kingdom. The Boranka ambassadors also participated in promoting the campaign - well-known athletes, artists, and singers. The entire campaign was heavily followed by the media with numerous articles, interviews, reports, public appearances, TV and radio appearances and more.

BORANKA SUCCESS

The Boranka campaign won the international Festival of Media Trends SEMPL held in Slovenia as the best experiential marketing campaign in 2018. At the Impact 2019 conference, Boranka was declared one of the three best non-profit campaigns in Croatia in 2018. At the communication Days in Rovinj in 2019, the campaign won numerous awards and became the most awarded campaign of the entire festival. Boranka won the Golden Effie in the category of Positive Change: Non-Profit Sector and the Grand Prix Effie award for the most effective campaign of the entire competition. This campaign, designed for the Croatian Scouting Association by the agency Imago Ogilvy, also won the Best In Show award, the most important award at the MIXX digital advertising competition. Boranka and Imago Ogilvy also won the Golden IdeaX award in the Social Action category. The Boranka campaign was awarded two golds at the Baltic Best 2019 festival of creativity in Tallinn in the Promo and PR categories. At the latest Weekend Media Festival held in September 2019 in Rovinj, Boranka won new valuable awards. It was declared the best campaign in the entire Adriatic region by the jury of clients and awarded the BalCannes Lava award. In addition, it won the award for the best digital campaign in the region in the SoMo Borac category for campaigns that contributed to a higher purpose. The Boranka campaign's greatest success, however, was achieved in October 2019 in Brussels when it won the golden Euro Effie award at the Effie Awards Europe, the most prestigious European award for marketing effectiveness. This is the first time in history that someone from Croatia or the region has won this prestigious award. The Croatian Scouting Association, the organizer of the Boranka campaign, was awarded the State Award for Volunteering, the highest state recognition for organizers of voluntary activities, in December 2019. In March 2020, the Croatian Scouting Association won the prestigious Ponos Hrvatske award for organizing the Boranka campaign. In April 2020, the Boranka campaign was included in the list of the top 100 most effective campaigns in the world according to the global authority for advertising and media effectiveness WARC. The sheer size of the success is also reflected in the fact that this is the first time a Croatian campaign has been included in the WARC list of the 100 most effective campaigns. In June 2020, the Boranka campaign was declared the most effective brand in Croatia according to the EFFIE Index 2020. Another major international recognition of Boranka came in February 2021 from Brussels, where, by the decision of the European Parliament, Boranka was awarded the prestigious European Citizen's Prize for outstanding achievements in promoting European values and unity. The prize was awarded to the organizers of the campaign in the European Parliament in Brussels in November 2021.

RESULTS OF THE BORANKA CAMPAIGN FROM 2018-2021 IN NUMBERS

• In four Boranka seasons, more than 8,500 volunteers participated • A total of 29 reforestation events were held • More than 100,000 new trees were planted in seedlings, seed, and saplings • More than 10,000 children and young people participated in educational activities through 100 kindergartens, schools, and libraries • Over 1,500 media reports were published (domestic and foreign media) • A total reach of over 3 million users on social media networks The Boranka campaign has become the largest volunteer reforestation campaign in Europe and the most awarded non-profit campaign in Croatia ever. Kontakt: Tel: 01 4872 165 www.boranka.hr www.facebook.com/boranka.hr www.instagram.com/boranka.hr www.linkedin.com/in/boranka-hr-b04362197 Donator projekta:OPERETA

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