1. #LiveNotSurvive
We bring stories of people from developing countries.
As close to our target group as possible.
60 000+ views 300 000+ reach 12 000+ views
WATCH TALK DO
Open your mind Share your
opinion
Believe in it
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PEOPLE IN CZECH REPUBLIC NEGATIVELY PERCEIVE
DEVELOPING COUNTRIES AND HELP OF CZECH
DEVELOPEMENT COOPERATION.
THERE ARE MANY MYTHS.
CAMPAIGN #LIVENOTSURVIVE DEBUNKS THEM USING
AUTHENTIC STORIES OF INDIVIDUALS. NOT MASSES.
WE SHOW THE REAL LONGTERM IMPACT ON PEOPLE‘S
LIVES USING PLATFORMS, THAT REACH TARGET GROUP.
AS TOUCHY AS POSSIBLE.
ON YOUTUBE WE CATCH PEOPLE‘S ATTENTION.
ON FACEBOOK WE PROVOKE DISCUSSION AND BUZZ.
ON SNAPCHAT WE GO EVEN DEEPER. WE SHOW REAL LIFE.
SUMMARY
3. 3
SUBMISSION
THE PROBLEM?
PEOPLE IN DEVELOPING
COUNTRIES LIVE IN CONSTANT
UNCERTAINITY WITH UNMET BASIC
NEEDS SUCH AS CLEAN WATER
SUPPLY, MEDICAL CARE OR
EDUCATION.
FOR THEM EVERYDAY SURVIVAL IS
THE ONLY THING THEY CAN FOCUS
ON.
MANY PEOPLE IN CZECH REPUBLIC
DO NOT BELIEVE IN EFFICIENCY
AND FUNCTIONALITY OF HELP
THAT IS PROVIDED.
OUR GOAL IS TO HIGHLIGHT THE
NECESSARITY AND IMPACT OF HELP
ON LIVES OF PEOPLE IN
DEVELOPING COUNTRIES.
OUR SOLUTION?
CATCHING THE ATTRACTION OF
MEMBERS OF TARGET GROUP WITH
CONTENT THAT OPENS THEIR MINDS
AND MAKES THEM RETHINK THEIR
ATTITUDE TO DEVELOPMENT
COOPERATION.
WE DO NOT SHARE NARRATIVES
ABOUT ANONYMOUS MASSES WE
TALK ABOUT REAL HUMAN STORIES
OF CONCRETE INDIVIDUALS THAT
THEY CAN IDENTIFY THEMSELVES
WITH.
HOW DOES IT WORK?
WE SHARE VIDEOS ABOUT REAL
PEOPLE WHO WERE PART OF THE
DEVELOPMENT COOPERATION
PROCESS.
OUR STORIES EXPLAIN THE PURPOSE
AND EMPHASIZE REAL IMPACT OF
PIN’S HELP.
HELP, THAT EFFECTIVELY SOLVES
EXISTENTIAL PROBLEMS AND OPENS
DOOR FOR LONG TERM PERSONAL
DEVELOPMENT.
WE GIVE PEOPLE THE CHANCE TO
LIVE AND FOLLOW THEIR LIFE
GOALS. NOT JUST SURVIVE.
THE BIG IDEA
#LIVENOTSURVIVE
INSIGHT
EVERY SINGLE INDIVIDUAL HAS A
DREAM TO LIVE A SATISFYING LIFE. WE
ALL WANT TO FOLLOW OUR PASSIONS
AND LIFE GOALS, REGARDLESS HOW
SMALL OR BIG THEY ARE. BUT NOT ALL
OF US HAVE THE OPPORTUNITY.
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5. 5
CAMPAIGN PHASE
WATCH
MEDIA GOALS
REACH
FORMATS
3 PRE–ROLLS
(30‘)
MEDIA BUDGET
35 000 Kč
KPIs / MONTH
60 000 VIEWS
WE SHOW REAL PEOPLE. WE LET THEM TALK ABOUT THEIR STORIES. AND DREAMS. WE CATCH ATTENTION.
Myra from India. Kim-Ly from Vietnam. Hanif from Kenya.
SCRIPT
Hanif talkes sraight to camera: „I woke up every day worried about what to eat or drink. I was scared my daughter will die
any second. There was no clean water for us.“ We see Hanif and his family in the middle of desert. „We had nothing to live
for, we were just surviving.“ Slowmotion: dry stark dirt falls between Hanif‘s fingers. CUT. He looks straight to camera again:
„But then my life changed.“ Dynamic positive music starts – we see short cuts showing active life in their village. „PIN built
a well and we all take care of it“ (we see people coming to the well) „And I could finally build my farm.“ (We see Hanif‘s
passion for his work) „I always wanted my own small business and now I don‘t have to worry every single day. Now I live,
not just survive.“
Title: Help in development countries brings lives to live. Not just survive. #LiveNotSurvive
CTA: Discover more stories on Snapchat ClovekVTisni
MESSAGE GOALS
OPEN YOUR
MIND
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6. CAMPAIGN PHASE
TALK
MESSAGE GOAL
SHARE YOUR
OPINION
FORMATS
POSTS / VIDEO
MEDIA BUDGET
15 000 Kč
KPIs
300 000 +
TALK ABOUT IT, SHARE YOUR OPINION
WE USE FACEBOOK AS REACH GENERATOR AND TRAFFIC
FORMAT FOR OUR SNAPCHAT VIDEOS.
WE EMPHASIZE REAL IMPACT OF DEVELOPMENT
COOPERATION. WE DEBUNK MYTHS ABOUT THE HELP
THROUGH AUTHENTIC STORIES OF REAL PEOPLE.
WE MODERATE AND SUPPORT DISCUSSIONS WITH GREAT
COMMUNITY MANAGEMENT.
MEDIA GOALS
REACH
ENGAGEMENT
„You probably don‘t know me. But I know you. I used to wake
up every day worried about what to eat or drink. I was scared
my daughter will die any second. Now thanks to your help I can
feed the whole village.“
Hanif is one of millions of people who struggle with existencial
problems in developing countries. We helped him to build his
own farm. Now he lives. Not just survive. #LiveNotSurvive
Discover Hanif‘s story right now on Snapchat
www.Snapchat.Com/add/clovekvtisni
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7. 7
SNAPCHAT ENABLES TO SHOW AUTHENTIC STORIES AND EVOKE
EMOTIONS THROUGH RAW CONTENT.
WE GATHER SNAPCHAT CONTENT ALL OVER THE WORLD
WHEREVER PIN HELPS. WE BRING STORIES OF PEOPLE FROM
DEVELOPING COUNTRIES AS CLOSE TO OUR TARGET GROUP
AS POSSIBLE.
TO LIVE IT. TO MAKE THEM BELIEVE IN PIN‘S HELP.
CAMPAIGN PHASE
DO
MESSAGE GOAL
BELIEVE IN IT
MEDIA GOALS
VIEWS
FORMATS
MYSTORY VIDEOS
MEDIA BUDGET
0 Kč
KPIs
12 000 VIEWS
WHAT DO WE SHOW?
WHAT WAS LIFE ABOUT BEFORE THE HELP.
HOW DEVELOPMENT COOPERATION PROCESS WORKS.
WHAT IS THE LONG TERM IMPROVEMENT.
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