Is the life of athletes and talents challenging? Many know it is. Are they grateful to their sponsors? They’ve expressed it countless times. But how can we communicate that the MOL New Europe Foundation, which identifies and supports talent early on, offers a unique contribution? How can we refresh traditional tools to tell a new kind of story? We answered these questions when we created the Talent Journal campaign.

The MOL New Europe Foundation stands out from other programs that help talented young people. They start helping gifted kids and their families super when money matters a lot. We focus on showing how hard it is for families to help talent grow, and all the costs they gotta handle. That's why getting help during this time is super important.

The campaign’s centerpiece, the “Talent Journal,” invited selected families to track their expenses over 60 days, revealing just how much of their budget was devoted to supporting their child’s talent. At the same time, we featured MOL-sponsored talents who shared their own stories from the beginning of their journeys.

The journal revealed that nurturing young talent costs an average family as much as their monthly budget in 2013—about 270,000 HUF per month. This insight underscored the significance of MOL New Europe’s support, showing its impact by putting a human face on the sponsorship and presenting the other side of the Olympic medal.

Our campaign's special strategy nailed it by grabbing the national media's spotlight. Big names like Index.hu, Blikk, and Népszabadság took to the story splashing it all over with more than 20 features. Additionally, the campaign was supported by active social media and paid media efforts, further extending reach and shedding light on the everyday lives of talented young people and their families.