The campaign “Najvažniji poziv u životu”, implemented since 2016 by Hemofarm and the Hemofarm Foundation, has received the “Grand Prix 2025” at the jubilee fifth “Campaigns with Purpose” festival of socially responsible communications.

The Grand Prix was awarded in the Yellow/Social category for the installation of 2,000 hourglasses on Republic Square in 2024, symbolically representing the approximately 2,000 patients on Serbia’s transplant waiting list. This activation continued “The Most Important Call in Life” campaign, and through the slogan “Become Better People. Be a Donor.” it raised public awareness with the aim of building a responsible and compassionate society that recognizes organ donation as the most humane act.

The event at Republic Square was also recently named “Event of the Year” at the 11th regional integrated communications festival KAKTUS 2025, bringing the total number of awards for The Most Important Call in Life campaign to 36.

These recognitions come at a time when around 1,700 people, including children, remain on transplant waiting lists. Although the number of donors and transplants in Serbia is rising in 2025, we emphasize the importance of adopting amendments to the Law on Human Organ Transplantation, which represents a lifeline for people who have been waiting many years for a donor and an organ transplant.

At the “Campaigns with Purpose” festival, Hemofarm also received a Yellow/Social statuette for organizing the first ESG festival in Serbia, which brought together more than 65 experts from 50 companies, institutions, and organizations engaged in sustainable development. On that occasion, the first multimedia interactive exhibition dedicated to sustainable development, “STADA Expo,” was also presented.