Kompania Piwowarska with the Golden Arrow 2020 distinction for the FASOFF project!

The 14th Golden Arrow awarded the most interesting projects across 20 categories. This year’s edition of the competition saw a record number of submissions. The FASOFF social campaign earned a distinction in one of the most poplar categories – CSR, which gathered 71 proposals. The goal of FASOFF is to educate future parents and their close ones on the irreversible consequences of consuming even a “symbolic drop” of alcohol by pregnant women, which can have an impact on child’s health and cause FAS. The campaign delivers one message – Don't drink when pregnant. Turn your glass upside down. Be FASOFF.

The FASOFF project was launched in September 2019 in cooperation with the “Dom w Łodzi” Foundation. It is based on powerful communication and visualization, the aim of which is to draw attention to the problem of Fetal Alcohol Syndrome (FAS) - a neurodevelopmental disorder that results from the impact of alcohol on a fetus during the prenatal period. For the purpose of the campaign, an educational spot was produced, featuring expecting parents. The roles of the parents were played pro public bono by Aleksandra Radomska (blogger) and Adam Mortas (actor and singer from Łódź). Moreover, an unusual online shop was created (www.fasoff.pl), with products for children that actually cannot be bought, as the website is purely educational. The logo of the campaign is a pacifier with the FASO/FF sign.

– I am glad that we found ourselves among examples of the best practices in terms of using marketing tools and groundbreaking solutions, especially since the number of submissions was so impressive. It is a very nice distinction, even though the subject we touch on is not that pleasant, as it refers to the consequences of the decisions made by adults that have an impact on child’s health. In our daily work, we do our best to draw people’s attention to these issues and engage others through various forms of communication – we have been working that way for over a decade. In 2019, 273 thousand people got involved in our social responsibility programs – including initiatives regarding alcohol consumption by pregnant women. The right communication can teach people from our environment to consume alcohol responsibly, and that’s exactly our goal – says Grzegorz Adamski, Public Affairs and Sustainable Development Manager at Kompania Piwowarska.

In this year’s edition of the competition, 71 projects were nominated, while 22 of them were awarded and 28 earned distinctions. Submissions were accepted in 20 categories, including a special one – “marketing in the times of pandemic”.

Glden Arrow has been taking place since 2006. The main goal of the competition is to promote the best practices in terms of using marketing tools and award groundbreaking solutions. The jury comprised of marketeers and representatives of specialized agencies evaluates marketing campaigns, considering their efficiency and innovativeness.

The organizers of the competition are: Media Marketing Polska and Polish Marketing Association SMB.