2. About the Festival
AD.NAK! is the platform which brings together the
most active and progressive part of the advertising and
communications market of our country in order to
interest its other participants and Belarusian
community in creating communications in Belarusian
language.
3. The organizers
The idea of the Festival belongs to the civil cultural campaign
“Budzma Belarusami!”, which carries out and promotes
activities focused on developing national identity among
Belarusians.
Marketing.by – the leading source about advertising and
marketing in Belarus – is the organizational partner of the
Festival.
4. About the Festival
The main goal of the Festival is to draw attention of the community
to the problem of native language – in Belarus the majority of
people neglects Belarusian language in favour of more common
Russian. Through encouraging and promoting advertising and
creating communications in Belarusian we hope to solve this
problem.
The structure of the Festival is different from traditional because of
its goal. Besides the common categories, such as TV&Cinema,
Print, Outdoor, Radio, etc., there are such important categories as
“Belarusian oriented advertising” and “Socially important projects in
the field of art and culture”. There are also different contests,
designed to attract more people to the Festival, such as Advertising
photo, Advertising poster, Young creators contest and others.
5. Why Belarusian language Festival?
We are Belarusians! 70% of respondents consider themselves mostly or
entirely Belarusian.
We are independent! 51% of respondents regard Belarusians as an
independent nation with its own history and culture. 41% of respondents
consider themselves a part of Slavonic nation.
We are different and it’s okay! Only 9,7% consider themselves typical
Belarusians. The majority, while adhering to Belarusian identity, value their
personality.
Belarusian! Value your roots and your country! 44% believe that only
those who were raised among Belarusian culture can call themselves
Belarusian. For 33% it’s important to love Belarus, for 30% - to be patriots of
the country.
6. Why Belarusian language Festival?
What does Belarusian Language mean to you?
50 46 45
40 35 37
30
20
10 10 2010 2012
10
0
National National Something
value symbol unnecessary in
modern society
7. Why Belarusian language Festival?
What do you think about Belarusian language in advertising?
70 In 2010 only 37%
64.1
supported Belarusian
60 55.6 55.4 language advertising.
50.1
50 In 2012 - 55,6%!
40 According to respondents,
advertising is one of the
30 best areas to use
Belarusian language.
20
10
0
Urban Advertising Mass Government
design Media administration
8. Why Belarusian language Festival?
We want to know more! About 70% of Belarusians would like to expand
their knowledge about Belarusian history, culture and traditions.
Government and advertising in national language. Half of Belarusians
stand for Belarusian language in official government documents. One third
expressed the desire for more Belarusian in media and cinema. 37% prefer
Belarusian language.
9. The 1st Festival
Statistics. AD.NAK! 2010 – 105 entries from 59 participants. About 150 people attended the
Awards ceremony, among them were representatives of the leading Belarusian advertising
agencies and companies.
10. The 2nd Festival
Statistics . AD.NAK! 2011 – 272 entries from more than 100
participants. About 200 people attended the Awards
ceremony, among them were representatives of the leading
Belarusian advertising agencies and companies.
13. The 3d Festival
Statistics . AD.NAK! 2012 – more than 300 entries from
more than 100 participants. About 100 people attended the
Educational program, 200 came to the Awards ceremony.
14. The audience of the Festival
• Advertising industry experts, who create promotional and
communicational products –
creators, copywriters, designers, directors, producers, script
writers, etc.
• Marketing department chiefs from Belarusian and foreign
companies, marketers, brand managers and other experts.
• Experts in the field of mass communications – journalists, PR-
specialists, bloggers, etc.
• Students
• And everyone interested in modern mass communications.
