National treasure: SAINT VITUS ORGAN

What better way to unite a supposedly divided nation than to build a cathedral together? In 2017, we launched the Endowment Fund's project, the Saint Vitus Organ, and to this day, we continue to remind Czechs of our national heritage.

 

The project caught the attention of the APRA (Association of PR Agencies) jury, who selected it as a finalist for the PR Awards Lemur 2019. But what was the idea behind the project? Our main goal was to communicate the desire to build a new organ in Saint Vitus Cathedral. The campaign sought donations and presented them as a national mission open to anyone who wished to participate. Additionally, it aimed to dispel the notion that these donations were merely "greedy Church begging for money" or an exclusive event for privileged creative minds. The campaign aimed to generate public interest and attract enthusiasts from corporate, academic, public sectors, and NGOs.

 

The campaign primarily combines online activities and media relations. For online communication, we utilize a genuine method for adopting individual organ pipes (facilitated through an e-shop, but based on a donation basis), supported by communication through Facebook. To garner media coverage, we organize press conferences and feature influential figures such as Cardinal Dominik Duka and Škoda Auto's Bohdan Wojnar. We also employ exciting forms of presentation, including audio tests, videos, and posters. Other communication strategies include interviews with active participants such as organists, organ specialists, and designers, as well as updates on the progress of the organ's construction at the Spanish workshop. We also share personal stories of donors and promote supporting and fundraising events such as concerts and exhibitions.

 

We have achieved over 300 media outputs, including 165 print articles and 16 TV broadcasts (totalling over 200 minutes of prime time coverage). However, the most significant achievement is that over 10,000 individuals have donated a total of over CZK 78 million (over 3 million Euros). For more information about this project, please visit: https://www.svatovitskevarhany.com/