As the main sponsor of the İKSV Culture&Art card, Eczacıbaşı launched the “Change the Subject” campaign. The campaign aims to increase the awareness and interest of university students in arts and culture, since research shows that university students spend limited time on cultural activities*1. Based on the insight that students want to break out of their monotonous lives*3, the campaign positioned the card as the source of new experiences and invited students to speak more about culture and art. After the campaign, the number of applications for the card jumped 77% compared to the previous year to 115,000*8.

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