Kosova’s economy had been struggling during the first post-war decade, finding it difficult to manufacture goods and trade with neighbouring countries. As a newly founded country, it was facing difficulties with trade agreements and political skirmishes, faced with very little support by the government.
During a trade crisis with Serbia in 2011, we came up with an idea to promote the local products through a call to action campaign to support Kosovar producers, by making these products more visible in the markets and stores.
We designed a round 3 cm sticker in diameter, to be placed in Kosovar and Albanian products, by organizing over two thousand volunteers in all the major cities, who would take this task in daily basis for a couple of weeks.
Love Your Own (Duaje tënden) became the most popular campaign of the year, gaining support by consumers and factories alike. Many local producers decided to place the sticker in their package designs, making it the identifying symbol for the goods produced and sold around the country.
Active citizens and volunteers continued supporting the campaign by organizing events and concerts, promoting local produce. The solidarity between consumers and producers resulted with a major increase of sales for most products, especially those that embraced the symbol as part of their regular marketing and communication tools.
The entire campaign was financed by volunteers and supporters, at very little cost, but enormous impact.