Yl16 cyber 23

1. YL2016_cyber_23 1

2. 1. SUMMARY
We want people to realize their wrong percep;on
of development coopera;on. Make them engaged
and find out that helping developing countries
is worth the effort.
Facebook is the core medium demonstra:ng
the absurdity of the myths by sarcas:c quotes
and it triggers the need to learn more.
TwiBer is used as the main informa:on plaDorm
for providing relevant informa;on and it also teases
to see the evidences.
Finally the Periscope is the real and emo;onal proof
of what is really happening. Audience can see the aid
in real-:me, feel the joy of helping and realize that
development coopera:on makes sense.
SUMMARY PICTURE INTEGRATED SOCIAL MEDIA CAMPAIGN
SUMMARY
2 YL2016_cyber_23

3. 2. WRITTEN SUBMISSION OF THE CAMPAIGN
The campaign breaks down the myths by
two core pillars:
1. Showing the absurdity of the myths
by use of well selected emo:onal photos
accompanied by contradictory sarcas;c
quotes (e.g. „Why should I need water / to
read at night / to give food to my family...?“
2. Prove the result of devel. coop.
by Twee:ng and streaming through
Periscope. We want people to be informed
and to feel the joy of helping in real-:me.
Giving authen:c and emo:onal proof, that
development coopera:on is improving
people’s lives, make them educated and
happy.
Sharing the experience, showing the
emo:ons and providing the tes:mony,
that money invested in devel. coopera:on
are spent in the right way.
WHAT IS YOUR SOLUTION?
Facebook: Isn‘t it absurd?
Contradictory posts make people realize
how foolish was their distorted percep:on
of the problem. This will s:mulate their
need to share it.
TwiPer: Tell me what‘s going on
Medium full of important informa:on
about our projects, links to website, and
Periscope live streams.
FB posts and Tweets should be sponsored
and precisely targeted to our audience.
Periscope: Take me there
Real-:me video streams let viewers from
the whole world take part in the most
important moments of our ac:vi:es.
They can express their feeling by adding
hearts, ask ques:ons and interact through
live comments. Become engaged.
HOW DOES IT WORK?
Stereotypical informa:on from mainstream
media are deepening the current myths
about foreign development coopera:on
and people do not feel the need to help.
Target audience is held „in bubble“ with
these myths and have no opportunity
to check the reality and find out the truth.
We have discovered that myths spread
in Czech popula:on are kind of absurd.
The social responsibility in Czech Rep.
is already established. Our target audience
is aware about the problems in developing
countries and is ready to help.
We just need to give a proof to people
and ac:vate them.
CREATIVE INSIGHT
3 YL2016_cyber_23

4. 3. THE USE OF 3 SOCIAL MEDIA PLATFORMS
FACEBOOK
Isn‘t it absurd?
PERISCOPE
Take me there
TWITTER
Tell me what‘s going on
4 YL2016_cyber_23

5. 4. THE USE OF 3 SOCIAL MEDIA PLATFORMS
5 YL2016_cyber_23

6. 5. THE USE OF 3 SOCIAL MEDIA PLATFORMS
6 YL2016_cyber_23

7. 6. THE USE OF 3 SOCIAL MEDIA PLATFORMS
7 YL2016_cyber_23