In Bulgaria, the association “Ravni BG” unites 37 non-governmental organizations, fighting against populism and amplifying activism. These dedicated activists and human rights defenders are the unsung heroes of our time, working tirelessly in the field to support communities and regions abandoned by the state. Their inspiring Stories of Change showcase the impact of grassroots efforts and the importance of civil society. Through captivating narratives shared across social media, bus stops, the metro, and the media, these stories come to life, capturing the hearts of users eager to learn about the transformative outcomes. Despite facing verbal and physical aggression from propaganda, the campaign sheds light on the new heroes shaping Bulgaria’s future, redefining the meaning of change beyond politics. This professional campaign, titled ‘Stories of Change,’ was launched in October 2023, created for the brand: Ravni BG, by ad agency: Direct Media KRES. Through an Ambient, Digital, and OOH Outdoor media campaign, the initiative aims to highlight the invaluable contributions of NGOs and promote public interest in societal progress.
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