1. SUMMARY
Are you able to choose one child of many to give a
help?
We make people think about donating through
controversial campaign which looks like ordinary
voting contest at first sight. Users are forced to
choose among 4 children who have personal
problems knowing that we can help only to one of
them.Then comes the message: "Do you think that all
of them need help? Without you we are able to
aswer just 1 call from 4. Help us help all.
Donate.Safety Line."
Once we have user's interest, we offer them an
interesting product. People need to know what they
are „buying“. We "sell" individual help for individual
children. Danoators buy a certificate that they helped
X children (50 CZK=help to one child).
We also want to motivate people to donate regularly
- standing orders as prefered payment method
followed by special rewards.
SUMMARY PICTURE INTEGRATED SOCIAL MEDIA CAMPAIGN
SUMMARY (Max 150 words)
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2. WRITTEN SUBMISSION OF THE CAMPAIGN
We want to shock our target audience
with campaign that looks like ordinary
voting contest. But users are forced to
vote which one of these (4) children we
should help (via Facebook application ,
interactive Youtube video and
interactive banners).
After this clash, message follows: "Do
you think that all of them need help?
Without you we are able to answer just
1 call from 4. Help us help all.
Donate.Safety Line.„
Then we offer to users specific forms of
donation to create a feeling they are
buying something tangible.
WHAT IS YOUR SOLUTION?
(Max 150 words)
Promotion
Users are reached by online media format with
message: „We will help just ONE of them.
Decide whom we help and WIN.“
Facebook ads - leads to Facebook application
Youtube video and interactive banners - leads to
campaign landing page (similar as Facebook
application) on Safety Line Club
Cooperation with bloggers - create a buzz at the
beggining of campaign.
Donation
We want people to buy a certificate „Buying this
you helped X children with their problem“
Possibility to buy as a gift, add to wishlist and
send to Facebook friend or email.
Special forms of donation for greater donators
and companies.
Reward and sharing
After each donation: „Thank you“ newsletter with
enclosed certificate
Wallshare on Facebook: „Petr Novák just helped
XY children with their problems“
Rewards from partners (free Avast licence, O2
credit)
Reward for big donations: Vojta Kotek will come
to make a coffee for everybody.
HOW DOES WILL WORK?
(Max 150 words)
• People seldom donate just
because they want. They have to
be moved, surprised or shocked.
We need to create emotions,
either negative or positive.
• When people donate, they want
to see real impact of their
donation, they want to „buy“
concrete, real things.
• Targed audience is used to take
part in voting contests (specially
on Facebook).
• From experience we have –
people like to be told specific
amount they should donate.
Information like „we have to
collect 5 milions“ can scare them.
CREATIVE INSIGHT
(Max 150 words)
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3. THE USE OF 3 SOCIAL MEDIA PLATFORMS
SOCIAL PLATFORM 1
(PICTURE)
SOCIAL PLATFORM 3
(PICTURE)
SOCIAL PLATFORM 2
(PICTURE)
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Cooperation with bloggers:
• Ondřej Neff –
neviditelnypes.cz
• Buzzmag.cz
• Jan Kraus – jankraus.cz
• czechnet.blogspot.cz
Interactive video
Promoted by video
ads (TrueView)

4. PLATFORM 1 detail
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Facebook application that allows users to
donate directly and share this message on
their timeline

5. PLATFORM 2 detail
• The use of social media - picture
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1. Introduction of 4 stories
(problems) – one by one
2. Following by all 4 children
together with message „We
will help just ONE of them.
Decide whom we help and
WIN.“ and voting buttons
(buttons are part of video graphics with YT
annotations function on them including
external link)
3. Buttons lead to to landing
page on Safety Line Club
website with message:
„blablabla“

6. PLATFORM 3 detail
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Cooperation with
bloggers to create
a buzz at the
beggining of
campaign

7. SUMMARY PICTURE
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