Knowing the importance of socially responsible projects, we joined Marko Babić’s initiative to help raise awareness about sarcoma. The Osjećam to u kostima (I Feel It in My Bones) campaign brought together an informative microsite and collaborations with partners and influencers to maximize its reach. The result? A powerful social impact, industry recognition, and even a Bronze award at the IdejaX.
After being diagnosed with sarcoma, Marko Babić posted an open call on Instagram, hoping to launch a campaign to raise public awareness about the disease. We quickly came across his story and reached out to Marko.
From our first meeting, it was clear that Marko’s vision was big. He didn’t want to be the face of the campaign—his goal was to create something impactful.
Since sarcoma is so under-recognized, Marko’s focus was on raising funds to better educate doctors, speed up the lengthy and complex diagnosis process, improve oncology resources, and train the next generation of oncologists. His vision was clear: a campaign that creates meaningful, long-term change.
Marko wanted the campaign to strive for something greater—something with a lasting impact.
SOLUTION
Our work with Marko Babić started fast and full of excitement—it was clear from the start that we were on the same page.
Inspired by his drive and determination to make a difference for all sarcoma patients, we dove straight into creating a comprehensive plan to bring his vision to life.
We focused on three key areas:
From the start, it was clear the campaign needed to reflect Marko’s personality, writing style, and unique perspective on life and illness. Inspired by his approach, we focused on pain—not just as a challenge, but as a source of hope, strength, and miracles. Drawing from Marko’s social media posts and worldview, we developed the concept "Osjećam to u kostima" ("I Feel It in My Bones"). Marko loved it immediately and shared it with his partner Tina, close friends, and family, who all connected with it just as strongly. The concept became the heart of the campaign.
The campaign centered on a digital hub: an informative microsite designed to provide verified information about sarcoma and emotional support for patients. It featured advisory blogs, lifestyle tips, and personal testimonials, offering insights beyond standard medical literature. Developed in collaboration with Zero Molecule, the microsite is intuitive, accessible, and packed with credible, empathetic content to connect with patients and their families while guiding them to additional trusted resources.
To ensure the campaign reached the widest audience possible, we partnered with numerous influencers and media platforms who supported the campaign on their channels. Through social media and a PR campaign, we amplified the message and ensured the information reached as many people as possible. The project gained additional support from billboard and city light companies Go2Digital and Outdoor Akzent, who provided media space, further boosting the campaign's visibility.
RESULTS
Launched on December 1, 2023, the campaign achieved outstanding results in raising awareness about sarcoma, leaving a lasting impact both publicly and within the industry.
Beyond numbers, this project raised vital awareness about sarcoma and created a long-term resource to provide patients and their families with essential information and support.
CONCLUSION
The Osjećam to u kostima campaign showed that the power of collective effort can overcome the toughest challenges, even with a limited budget. Inspired by Marko Babić’s heartfelt desire to help others facing a difficult diagnosis, it became a movement that touched lives and left a lasting impact.
Through collaboration with partners, influencers, media, and experts, the campaign achieved remarkable results, surpassing expectations. What truly sets it apart, however, is its ability to provide real support to those affected by sarcoma and shine a light on a disease often overlooked.
With contributions from Marko’s family, friends, doctors, and individuals who shared their stories, the campaign became a source of hope and strength. Blogs, advice, and messages of support created a platform that offers both practical guidance and emotional solidarity to patients and their families.
Marko’s vision continues to live on, inspiring every message of support and helping countless people find hope and strength. This project stands as a testament to the incredible change we can achieve when we come together for a shared purpose.
