SKOPSKO: Our Pride, Our Responsibility
A Long-Term Environmental Movement
About the Project
In 2022, СКОПСКО – the iconic Macedonian brand, launched Наша гордост. Наша одговорност. (Our Pride. Our Responsibility.), a long-term corporate social responsibility (CSR) platform dedicated to environmental protection.
Developed in partnership with different government entities, Pakomak and other key supporters, the initiative focuses on cleaning and preserving national landmarks, reinforcing the idea that protecting the Macedonia’s natural beauty is a shared responsibility.
As the agency behind the project, we were responsible for the entire PR and communication strategy, ensuring widespread awareness, stakeholder engagement and impactful media coverage.
Challenges
- Building a Long-Term CSR Initiative with Growing Impact- the challenge was to create a platform that goes beyond a one-time campaign, evolving each year to keep public interest and engagement high.
- Shifting Focus to Different Natural Landmarks – the initiative began in 2022 with a focus on Lake Ohrid, one of Macedonia’s most cherished natural wonders. In 2025 the campaign will shift focus towards mountain preservation, continuing to expand its environmental mission.
- Mapping and engaging key stakeholders from government institutions to NGOs and media,was crucial for the success of the platform.
- Ensuring ongoing media engagement and public participation was essential to keeping the movement relevant year after year.
Approach
- Developed a comprehensive PR strategy and communication plan, ensuring consistent messaging across traditional and digital media.
- Positioned SKOPSKO as a leader in corporate environmental responsibility, rather than just a commercial brand.
- Identified and collaborated with key governmental bodies, environmental organizations and public figures to amplify reach and credibility.
- Expanded partnerships each year to include new organizations aligned with the campaign’s evolving environmental focus.
- Organized press conferences and public awareness events.
- Developed press releases, native articles, interviews and editorial content to sustain engagement and visibility.
- The campaign actively involved the public through real-world environmental clean-up actions, storytelling campaigns and influencer collaborations.
- With each phase, the initiative introduced new natural landmarks into its focus, keeping the platform fresh and engaging.
Result
- Strong, Recognizable CSR Platform with Continuous Growth – “Наша Гордост. Наша Одговорност.” is now in its third year, proving its success as a long-term environmental movement.
- Widespread Media Coverage & Public Engagement – the campaign received strong national and regional media coverage, with journalists and influencers highlighting its unique and impactful approach.
- Public participation increased with each phase, showing that Macedonians resonate with the mission of environmental responsibility.
- Sustained Partnerships & Institutional Support – The initiative secured ongoing collaborations with key environmental organizations and institutions, strengthening its credibility and expanding its reach.
- The platform reinforced SKOPSKO’s position as a socially responsible brand, showing that corporate initiatives can drive real environmental change.
“Наша Гордост. Наша Одговорност.” has evolved into one of Macedonia’s most impactful CSR platforms, proving that corporate responsibility, community engagement, and long-term sustainability can go hand in hand. As it enters its third year, the platform continues to expand its mission, ensuring that Macedonia’s natural landmarks remain protected for future generations.
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