The campaign “The Most Important Call in Life” won the Best Event of the Year award at the 11th Regional Integrated Communications Festival – KAKTUS 2025.

In competition with the most creative projects from across the region, a jury of PR, marketing, and digital communication experts recognized the campaign’s authentic approach to raising public awareness about the issue of waiting for organ transplantation.

The central part of the campaign, an installation of 2,000 hourglasses at Republic Square in Belgrade in 2024 illustrated how every minute is precious for those waiting for an organ transplant. As an emotional and visually powerful beginning of the campaign, this event once again sparked a public dialogue on the importance of organ donation.

The campaign “The Most Important Call in Life” was launched to raise awareness about the significance of organ donation and to encourage the adoption of amendments to the Law on Human Organ Transplantation, a law that can mean life for people in Serbia who are waiting for a transplant.