Production of 3 videos to promote PAR results

In order to promote PAR, 3 videos were produced upon the request of the Ministry of Public Administration and Local Self-government (MPALSG) to conduct a social media campaign on MPALSG social media profiles.

To create interest and boost awareness, the TAT created a plan to have 2 phases of campaign – Teaser Phase and Main Phase. Accordingly, short video versions were additionally produced, and campaign was supported on Facebook and Instagram. The campaign type was mixed to boost Video Views, Engagement and Reach.

The TAT created and produced 3 videos for promotion of PAR results, covering the following topics:

1. Promotion of the Central Register of Population which led to situation that citizens are no longer obliged to present various documents when they address state institutions. With the introduction of this Register, state institutions are able to access and find information from the different databases the state institutions have created and this opportunity saves time and efforts of citizens.

2. Promotion of eServices.

3. Promotion of one-stop shop service delivery centres.

For this purpose, the TAT developed scripts and engaged actors and a video production company. The videos created by the TAT used humour as a way to communicate changes in the work of public administration and improvements brought by the PAR. Two characters, Milena and Voja, were created to represent an ordinary Serbian couple who is experiencing different situations in their everyday life by getting in contact with public administration.

During December 2021 the TAT organised the filming of the videos on locations in Stara Pazova and Belgrade. Two videos were filmed in the municipal one-stop shop in Stara Pazova as recommended by MPALSG.