1. 1. SUMMARY
Our campaign will focus on the fact that “talking
helps” and that in order for the Safety Line to help
through talking, it needs financial donations,
otherwise many children will not be able to contact
the Line at all.
The goal is to show people it is necessary to donate
so that the Line can answer as many callers as
possible.
We chose YouTube as our main channel to
demonstrate the problem of not reaching the Line.
We will show what could happen if children don’t get
through the Line. YouTube will be strongly connected
with a Facebook application which will serve as a
means to donate money. Facebook will link to
YouTube and blog to show the visitors a “behind-the-
scenes” look.
At the end of every action of a visitor of each
platforme, there will be a call to action to donate, i.e.
a link to our Facebook app.
SUMMARY PICTURE INTEGRATED SOCIAL MEDIA CAMPAIGN
SUMMARY (Max 150 words)
YL2014_cyber_05 1
2. 2. WRITTEN SUBMISSION OF THE CAMPAIGN
Our campaign focuses on the need and
benefits of talking that are brought to
Safety Line’s clients. We seek to engage
people by telling them that it is up to
them to make a difference in the lives
of those people who call the Safety
Line. Otherwise the Line will not be able
to cater to all those who need its help
due to its financial difficulties. We
decided to do this by showing on
concrete examples – via YouTube videos
- what would happen if potential donors
do not help and, on the contrary, what
would happen if they did help. The
same line will appear through Facebook
and a blog, where “success stories” are
published. The whole „talking helps“
idea gets further publicity through
Facebook hashtags .
WHAT IS YOUR SOLUTION?
(Max 150 words)
HOW DOES IT WORK?
(Max 150 words)
CREATIVE INSIGHT
(Max 150 words)
YL2014_cyber_05 2
The campaign shows through
interactive YouTube videos in which
viewers can choose the way the story
develops what happens when they
donate money to the Safety Line
(happiness and smiles) and what
happens when they do not donate
money (potential catastrophes). The
videos are directly connected to the
campaign´s Facebook page with an
application that makes it possible to
make a donation – and then let other
people know via social media that the
user „saved lives“ with their act of
giving. The main line (talking helps) is
further supported by hashtag initiatives,
user-generated content and content
strategy of a blog that shows success
stories and a „behind-the-scenes“ look
at the activities of the Line.
Talking helps. Although it might not
look like a big deal at first, having the
chance to talk about problems does
make a huge difference and can
potentially save lives. That is why
through facilitating talking (by donating
money to the Safety Line), you can
actually become a “superhero” as you
are the one that made it happen. The
last line we will be emphasizing is the
“cumulative” nature of how talking
helps – because when you make it
possible for the Safety Line to help
through talking, it means it is helping
children overcome problems big and
small so that in future they will be able
to face tough days more effectively.
3. 3. THE USE OF 3 SOCIAL MEDIA PLATFORMS
-Facebook “situation-
generating” app allowing to
make a direct donation and
generating superhero
badges
- direct connection of the
app to YouTube videos
- user-generated content,
hashtag activity
- success stories, links to
the blog
Facebook
- Success stories,
examples of how the Line
helps, a place where the
stories and testimonials of
the clients of Safety Line
(those who want to) will be
published
- Also stories of the
consultants are shared
here
Blog
- 5 short interactive videos
showing people what would
happen if they donate
money and what would
happen if they do not
- emphasizing the
“superhero potential”
- connected to the
Facebook app, but also
mentioning the other ways
of donating
- shown on Seznam.cz
YouTube
YL2014_cyber_05 3
