Thesis studies the specifics of non-profit marketing on the Croatian market, and analyzes the strategies by which non-profit media campaigns achieve the desired communication with their target groups. The topic of the research is a national public health campaign Oživi me which is trying to change the social behavior of citizens in order to reduce mortality from sudden cardiac death. The reason for choosing precisely this media campaign is its creative TV commercial that aired on all national television stations in Croatia. The main objective of the research is to analyze the communication style used within the marketing content. Analysis of the communication style is based on an analysis of the structure of the message, the code of the message and the structure of the appeal. Research methods used in the study are qualitative content analysis and an interview. Qualitative analysis is based on an analysis of audio-visual and visual content used to promote the campaign. The interview with the creators of the campaign provides a frame of reference within the overall communication style of the campaign that can be empirically analyzed. The research results indicate that the communication style of the campaign is in accordance with the theoretical assumptions, but certain implementation processes of the campaign are not. The survey met the set objectives of the research. All research questions were answered.