2. 1. SUMMARY
#ShowOff
Due to information overload people got used to
infomative form of news and thus ignore real
problems communicated in mass media.
Therefore, we are adressing problem of living
conditions in provocative way appealling on
human moral and ethical standards.
We ask people to do show off their wealth via
photos send to developing countries.
2 x if as an outcome oc the campaign
1) If some photos are collected, they´ll be exhibited
printed out on the real board in developing
country - > video reaction
2) If NO photos are collected, not photos are shown
and thankful video from developing country
would be made and shared among the target
audience with message „Thank you for realizing
the problem“
SUMMARY PICTURE INTEGRATED SOCIAL MEDIA CAMPAIGN
SUMMARY (Max 150 words)
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3. 2. WRITTEN SUBMISSION OF THE CAMPAIGN
Our solution is informational twist – we
do not show poor people from
developing countries to people who
don´t suffer from any shortage.
We would show those people who are
„brave * “ enough to show off their
wealth to suffering ones.
This twist is meant to be a step strong
enough to bring emotions, get attention
of people, let them consider the issue
and share.
* = a**holes enough
WHAT IS YOUR SOLUTION?
1) Preparation of facebook profile with
coditions of the competition:
• Take a picture of your wealth
• Share it with (e.g.) Philipines on
instagram via hashtag:
„PochlubSeFilipincum
• Count-down time to announcment –
ceremony on Philippines: Uncovering
real board with printed out pictures
2) We announce photo competition
under hash-tag „ #PochlubSeFilipincum
„ (due to local conditions and
uniqueness of the hashtag
- competition is promoted on facebook
due to it´s possibility of targeting and
sharing the final outcome – Video
reaction of people in developing
country to the sent pictures.
HOW DOES IT WORK?
People do not realize any problem untill
they are being directly confronted with
it.
Based on behavioural insight that czech
people tend show of their wealth we
ask them to do so.
The mental insight is, that people would
feel sorry and shamed (as the collected
pictures will be at the end shown to
people of developing countries).
Target audience counts approx.
600people (CSO, 2014)
CREATIVE INSIGHT
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4. 3. THE USE OF 3 SOCIAL MEDIA PLATFORMS
FACEBOOK YOU TUBEINSTAGRAM
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5. 4. THE USE OF FACEBOOK
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The main purpose of Facebook is as campaign
landing page due to accesibility and targeting.
• Name: Pochlub se Filipincum
• It tells whole story of the project – Show
your wealth to developing country.
• Profile also includes countdown to final
happening
Next use of facebook is promotion –
promoted posts calling representatives of
target audience to join the campaign.
6. 5. THE USE OF INSTAGRAM
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Instagram is used as pictures collecting
medium.
Users upload their pictures under
hashtag „#PochlubSeFilipincum“
The hashtag album is hiden in order to
disable users to edit pictures/ content
of the album. Most importantly, to keep
the tention and curiosity.
While user search for the hashtag, only
link to landing page and countdown (in
video format eventually) is being shown
7. 6. THE USE OF YOU TUBE
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YouTube channel is used in very final
step of the campaign in form of live
stream from final happening:
UNCOVERING THE BOARD
If some pictures collected – direct video
response to the picture : message „how
do people in developing countries
perceive our living standards“
If NO pictures collected – direct
response + thankful message to czech
people for being aware and
consideration
