NGO and pro bono works of we_can agencies
At we_can, we believe in the power of creativity to drive positive change. In this post, we’re highlighting three remarkable pro bono campaigns from our partner agencies across Central and Eastern Europe. These campaigns prove that great work can make a real difference, no matter the budget.
Supporting the Team: The Café Kötelék Foundation
Established in December 2018 by the companies of the Hungarian Café Group, the Café Kötelék Foundation was created to provide support for members of the Café community facing difficult personal circumstances. The foundation’s mission is to assist colleagues and their families who may be dealing with illness, the loss of a loved one, or other challenges that require financial, emotional, or physical support.
The initiative reflects Café Group’s ongoing commitment to its internal community, ensuring that help is available when it’s most needed.
Recognising Community Contributions: The Mérey Andrea Award
In addition to providing support, the foundation also celebrates positive contributions to the workplace community through the Mérey Andrea Award. The award was created in memory of Andrea Mérey, a respected colleague who worked at Café for ten years. She was known for her dedication, reliability, and strong sense of community within the agency.
The award is presented annually to a team member who has made a notable contribution to the Café community beyond their core responsibilities—whether by supporting colleagues, improving collaboration, or helping to shape a more positive work environment.
The award and the foundation together form an important part of how Café Group fosters a supportive and people-focused agency culture.
Supporting Environmental Action: Direct Media SI and “Reforesting from the Sky”
Slovenian agency Direct Media United Solutions played a central role in the “Reforesting from the Sky” campaign, initiated by mineral water brand Radenska in partnership with Project O2 and the Slovenia Forest Service. The campaign aimed to restore fire-damaged and hard-to-reach forest areas using drone technology.
Direct Media was responsible for developing the campaign’s full media strategy, including media planning and buying. The initiative received broad visibility through a multichannel approach spanning TV, digital platforms, social media, point-of-sale, and direct marketing.
In total, 20,000 m² of forest were reforested—10,000 m² in Slovenia’s Karst region and another 10,000 m² in Croatia—using drones to reach otherwise inaccessible terrain.
Beyond the strategic contribution, the Direct Media team also participated in the field, helping to plant trees in the Karst region alongside local communities and project partners. The campaign is a strong example of how agencies can combine strategic expertise with active participation to drive real-world environmental impact.
Raising Awareness Through Creative Work: Noble Graphics and Organ Donation
As part of its pro bono efforts, Bulgarian agency Noble Graphics partnered with the Journalistic Documentary Foundation to support a campaign aimed at increasing awareness around organ donation. The initiative was connected to the foundation’s photojournalistic project, The Last Gift, which documents personal stories related to organ donation in Bulgaria.
Noble Graphics was responsible for developing a creative strategy that would bring the issue into public conversation and generate visibility for the foundation’s work. The result was “The Street of Life”, a campaign designed to resonate with the public and humanize the topic through powerful storytelling and visual impact.
The campaign was widely picked up by national media, significantly raising public awareness. More importantly, it contributed to tangible institutional change, leading to an increase in the number of organ donations performed across the country.
Published: April 24, 2025