The Hungarian religious orders launched an integrated marketing communication campaign in 2015 to promote the monastic life.
Some have trekked the Himalayas, while others ride the roads on a YAMAHA FJR sport motorcycle clad in leather. Another loves to cook (and eat), and in their free time, they snap photos with a professional camera. Some attend dance meditation, regularly run, and practice Nordic walking.
They are all monks: Benedictines, Paulites, Dominicans, Franciscans, or Jesuits. Flesh-and-blood people, women and men. Just like any of us: they love to cook, hike, dance, or cycle.
Religious orders have been present in Hungary for a millennium, and their activities and communities are deeply embedded in our culture. Yet, we know little about them, even though most religious orders continue to thrive and remain active to this day.
A I am okay In the campaign, nun sisters and monks share their lives, vocations, dreams, work, and joys – honestly and intimately.
„The monks of the past two thousand years were flesh-and-blood people; God did not invite angels on this path.” Sister Beáta, Eight Beatitudes Community
The always cheerful, 86-year-old Dominican Sister Ármella, who actively cycles despite her age, and Beáta or Márti, a Cistercian nun serving as a physiotherapist with a doctoral degree, showcase the everyday lives of monks living among us through their own life stories.
The emphasis in the 9 short films is not on what makes each person special or what surprising hobbies they have. The greatest virtue of the introductory films is that they succeed in debunking stereotypes: we believe that Brother Didák, Sister Ármella, or Father Szabolcs are not cold, humorless, and strict people chanting psalms in their secluded monasteries.
The campaign started on June 1, 2015, based on the „Year of Consecrated Life” proclaimed by Pope Francis (who is also a Jesuit monk).
The integrated campaign (running in print, outdoor, and online media, as well as on radio and TV) had its „destination” at the event held on September 18-19, 2015. Square of Monks The event, held at Ferenciek Square, can be interpreted as a kind of open monastery where anyone could meet members of the 100 religious orders operating in Hungary (including the monks featured in the short films) and discuss important questions about life, faith, the search for meaning, or happiness.
The organizers welcomed believers and non-believers, young and old alike, with concerts, lectures, programs, and opportunities for personal conversations. Pope Francis greeted the participants of the event in a video message.
A I am okay It was a wonderfully orchestrated integrated marketing communication campaign that stands out with its freshness and interactivity from the unimaginative „one percent” outdoor campaigns of the Hungarian Catholic Church. Its only (not attributable to the agency) flaw is that it was not embedded in a long-term marketing strategy. There was still plenty of potential in this campaign; it would have been worthwhile to continue the education, the initiated dialogue, and the interactivity.
A I am okay campaign for the 2015 Mediadesign gold award could be received by the Ester Communications. The Website of the Year competition Quality award winner rendbenvagyunk.hu unfortunately is no longer updated: the last blog post is from 2015.
I am okay campaign
Client: Office of the Conference of Religious Superiors in Hungary
Integrated marketing communication campaign: Ester Communications Ltd.
Short films: OD Pictures
