PREZENTACIJA BEC

Film SISTERS
& Blue heart campaign
SERBIA against Human Trafficking
17th October, 2010 – 30th October, 2011.
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Government of the
Republic of Serbia
MEXICO - first country in the world to launch the "Blue Heart" campaign against
human trafficking, a pilot project of UNODC.
SERBIA - first country in Europe to launch its own naDonal-­‐led United NaDons "Blue Heart" campaign against human trafficking.
START SHOOTING AND PROMOTION
- Docu-drama SISTERS, directed by Vladimir
Paskaljević. Leading roles: Ivana Vuković, Ana
Mandić, Ljuba Bandović, Ana Maljević, Velimir
Živojinović and 37 actors were engaged, more than
60 members of crew, and about 90 extras.
- The main stakeholders who supported the realization
of the project and promotion campaign of the film
SISTERS are Serbian Government, EU, and IOM.
- The start of shooting on 17th October, 2010. was
marked by a public event, and was attended by Serbian
Prime Minister Mirko Cvetkovic, minister of interior
affairs Ivica Dacic; Ambassador Vincent Degert, and
along with more than 20 media representatives. In this
manner we wanted to draw public attention to the
human trafficking problem, since we chose the
European Anti-Traffficking Day to start shooting.
Ambassador Vincent Degert and Bojana Maljević, producer
- Belgrade, Oct 17th 2010 – Prime Minister Mirko Cvetkovic said today that a very important
project against human trafficking has been launched with the recording of TV film "Sisters",
as part of the government’s fight against organised crime. Cvetkovic said on the set of the
first scene of this TV film that apart from drug trafficking, human trafficking is one of the
major forms of organised crime. The Prime Minister expressed the hope that this project will,
in its artistic way, serve as a warning to all those who might become victims of trafficking.
FIRST DAY SHOOTING
Prime minister
Mirko Cvetkovic
ON THE SET
Gregoire Goodstein, Chief of IOM
Mission in Serbia; Velimir Zivojinovic
actor; ambassador Degert, prime
minister Cvetković and minister Dacic
Head of EU
Delegation to Serbia
Ambassador
Vincent Degert and
Maljevic, producer
FIRST SCENE - ACTION!
Actors, Authors
Head of EU Delegation to Serbia
Ambassador Degert, Prime
minister Cvetkovic and Minister of
Internal Affairs Dacic
Minister of Internal Affairs
Ivica Dacic
“SISTERS” & BLUE HEART CAMPAIGN - OBJECTIVES AND RESULTS
SISTERS campaign to prevent human trafficking promotes also the global campaign of the UNODC "Blue Heart".
This action wasn’t planned at the start of the project, but the project “grew” and accomplished all set objectives:
- Raising awareness of at-risk groups (especially youth);
- Raising awareness of potential clients and exploiters of trafficking victims;
- Raising awareness among parents, teachers and social workers;
- Engaging celebrities in the activities of raising broad public awareness about the issue of trafficking;
- Fulfillment and promotion of the social role of the media;
- Media contribution and informing on the process of European integrations;
- Producing a program of superior quality.
- The film had its first run in Belgrade cinema Dom Omladine, and afterwards in cinemas across Serbia. Cinema
screenings were seen by more than 7,500 people who also participated in public debates with the theme of human
trafficking. The film also had its TV premiere on TV channel 1., with potential audience of seven million people.
- It is too early for some of the results of the project to be seen, but we expect to see them in the following months and
years (less human trafficking victims, increased number of SOS calls, increased number of prosecuted cases, and so on).
Intensive promotion and media attention that followed the premiere of the film are definitely going to contribute to the
accomplishment of the above mentioned goals.
PROMOTION
• The essence of the campaign is showing the film “SISTERS” in
Serbian towns and then organizing public discussions on human
trafficking, and broadcasting the film on TV.
• The campaign is conducted in accordance with the principle of
"public-private partnership" so that the main partner of the
Ministry of Interior is the production company "Monte Royal
Pictures" and the main promoter of a campaign is a well-known
actress Bojana Maljević, which is the film's producer as well.
• At the end of March 2011, simultaneous campaigns for the
announcement of the film “SISTERS” started with putting up
3000 posters were stick all over Belgrade, with the logo of MRP,
EU, IOM, MUP and the UNODC campaign “Blue Heart” .
• An English version of posters for the film was made, and also film
subtitles in English.
• An invitation was also designed for the premiere.
• A gala invitation for premiere, followed by organized visit to the
exhibition of children's work on human trafficking the "Modern
Slavery”.
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THE PREMIERE
• At the premiere of the film in Belgrade it was explained to all the media what the Blue Heart is, and that this is a UN
campaign. All daily, weekly and monthly newspapers published that information. All TV stations in Serbia, too.
• Monte Royal Pictures produced the 4000 Blue Heart symbols that at the premiere of the film on 10th April 2011, that
were pinned to the President of the Serbian Parliament, Serbian Prime Minister, Minister of Internal Affairs and Heads
of EU delegations and the IOM, by actress and producer who is also the face of the campaign "Blue Heart".
• Blue Heart pins for the campaign produced before the tourist season and before young people are traveling. For the
campaign in the fall and during October the fight against human trafficking there will be more the Blue Hearth pins.
PROMO MATERIALS - MRPI PRODUCED:
Two large banners and the 6 roll-ups that follow the projections of
"SISTERS", panel discussions and in front of which press statements are being
made - with the logo of EU, IOM, the Blue Heart and Serbian Government.
1000 information notebooks from the CD with the music from the film.
4000 notebooks of the film, the back side of the information notebook,
containing information about the film "SISTERS" and basic information on
human trafficking problem.
3000 bookmarks with short information.
Everyone who sees the film gets a blue heart pin, notebook or a
bookmarker, with information, logo of the Blue Heart and contact telephone
numbers where people can report cases of trafficking.
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ROLL-UPS & BOOKMARKERS
The front page
of the notebook
CD with the music
from the film
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DVD
• 10,000 DVD copies of the film "SISTERS" was produced. On the front page of DVD there is
a symbol of the Blue Heart, and on 3 movie trailers inside in dvd menu.
• DVD copies that are made in order to continue prevention campaigns among young people and
professionals, on the principle of "training-trainers” and peer’s education, shall be distributed to
all schools, local police, social welfare centers, prosecutors, courts, NGOs, the Red Cross and
NGO, with the aim to implement prevention activities in local communities.
PROMOTION
- Projection of the film following the panel
discussions was organized in the following
cities: Belgrade, Novi Sad, Smederevo, Bor,
Subotica, Čačak, Jagodina, Niš, Kruševac,
Zrenjanin, Sremska Mitrovica, Kraljevo,
Kovin, Vrnjačka Banja etc.
- The majority of the audience was young high
school and students population to whom the
film was primarily made for. During these
projections, more than 4,000 people have
seen the film.
• In Novi Sad the film “SISTERS” opened
VIVISECT, a film festival on human rights,
and panel discussiond on human traficking
with many actors.
• Also the film "SISTERS" and panel
discussions on human trafficking in
cooperation with UNDP was organized on
29th May at the famous festival "MIKSER"
to be held in Belgrade, which brings together a
large number of young and creative people.
This year the expected visit is about 60,000
mostly young visitors.
- All the meetings held in every town participates the
Serbian national coordinator for combating human
trafficking Mitar Đurašković. Bojana Maljevic and
other actors signs autographs to the young people after
the film followed by panel discussion.
- On 2nd June, in its one hour broadcast the TV 1.
presented a show devoted to the film and this campaign
called "WOMEN" in which the guests were Bojana
Maljevic, the Minister of Interior and Deputy State
Prosecutor for Organized Crime. The program had
150 viewers (women) in the studio and all of them
wore the badge of the Blue Heart, along with the host
of the show and guests. In the target audience group of
”women aged 14-35” SHR amounted 37,48%.
- In August, on Actors Film Festival in Niš (screening
for 3500 people), film won 3 bigest prizes:
Gran prix (for leading male role),
Prizes for the best leading female
and best supporting female role.
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MEDIA - SISTERS & BLUE HEART CAMPAIGN WAS VERY INTENSIVE.
As the face of the campaign, Bojana Maljević, has given numerous TV, Radio and press interviews in many media in
which she explained what the Blue Heart is. She posed for a front-page of the monthly magazine “The Man”, in
order to draw public attention to the problem. Images at first glance seem only attractive, as that was the goal, but
the text deals with essence of human trafficking. In each interview Bojana and other autors speech about EU and IOM
support. On the blog (b92) of Bojana Maljevic the information on the campaign “Blue Hearth” can be found:
http://blog.b92.net/text/17748/SESTRE-I-PLAVO-SRCE/
On the facebook group “Stop Human Trafficking” the developments of the campaign can be followed, as well as
evaluation of the campaign and the majority of published materials...
http://www.facebook.com/group.php?gid=137809964744
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