1. 1 / S U M M A R Y YL2014_cyber_16
SUMMARY PICTURE INTEGRATED SOCIAL MEDIA
CAMPAIGN SUMMARY
Main goal of our campaign is make users to
donate and support Linka Bezpečí. Main tool to
achieve this goal is Interactive phone call, which
offers users unpleasant experience of not
reaching the help line, and offer them possibility
to help and donate LB to enhance their
performance again.
!
We offer different ways to lead users to make
the donation phone call. We are using fictional
stories of clients, asking for friendship on
Facebook and shoving their real like stories on
their timelines. The urgent need for help is aided
by letting LB comment on their desperate posts
and show their inability to help.
Secondary way to lead users to donate is to
attract their attention via preroll videos on
Youtube, with interactive counter of clients, that
LB wasn't able to help.
All traffic is routed to custom microsite,
explaining situation of LB and offering way to
help LB.

2. 2 / W R I T T E N S U B M I S I O N O F T H E C A M P A I G N YL2014_cyber_16
CREATIVE INSIGHT WHAT IS OUR SOLUTION? HOW IT WORKS?
The motivation for the campaign presented were
two basic insights.
First insight is an effort to bring the users to the
real stories and issues that may affect clients of
helplines.
!
This is brought to reality through fictional stories
of affected clients via fake Facebook profiles.
These profiles present very raw situation in which
the clients receive and attempt to find help in
solving the issues.
!
Because the capacity of the helplines was
reduced, affected people can’t reach for help and
that is why they plea for help to real users.
!
The second insight is an attempt to simulate the
annoying and frustrating experience when the
affected user can not reach the help. Through the
illusion of the same experience that affected
clients are experiencing on helplines, we appeal
and strongly support the need of donating this
service with a financial gift.
Our solution is using simple straightforward and
effective campaign using mostly social media
platforms as Facebook, Youtube, and other
auxiliary media (e.g. Instagram) and their native
functions.
We are using common style of communication
which is natural for the clients and also
believable for the target audience. The stories
told via Facebook profiles, videos and other
media are very real and members of the target
group ca relate to them and believe them.
Every activity is heading towards the main goal,
which is to force the user to make a phone call,
experience the same situation as clients and
finally donate and support LB.
To achieve main goal of the campaign we have
to force users to experience the strongest
feeling of the campaign, which is interactive call.
Every media is heading towards this goal. User
may get in touch with the campaign in different
ways. Strongest activation point is Facebook
part, where fictional clients of LB are contacting
users via friend requests and user can explore
their stories. Then users discover, that LB is in
trouble by seeing their comments about their
inability to help them.
This is strongest reason for users to get involved
and to try help through the interactive phone
call.
Phone call consist of introduction, which
describes the experience of clients who cannot
reach LB. Then there is offered a solution to this
problem by allowing users to donate via
automatic donate system. Experience is further
strengthened by presenting stories, where LB
was solution for clients problems.

3. 3 / T H E U S E O F 3 S O C I A L M E D I A P L A T F O R M S YL2014_cyber_16
FACEBOOK CUSTOM LANDING PAGE YOUTUBE

4. 4 / F A C E B O O K YL2014_cyber_16

5. 5 / C U S T O M L A N D I N G P A G E YL2014_cyber_16
INTERAKTIVNÍ TELEFONÁT
1. (Voice over) Dovolali jste se na Linku Bezpečí, je nám líto, ale všichni naši
operátoři jsou zaneprázdněni, vyčkejte prosím.
!
2. *pozitivní hudba na hold on*
!
3. (Voice over) Dovolali jste se na Linku Bezpečí, je nám líto, ale všichni
naši operátoři jsou zaneprázdněni, vyčkejte prosím.
!
4. *pozitivní hudba na hold on*
!
5. SCRATCH / STOP HUDBY
!
6. Stejnou situaci denně zažije více než 500 dětí, které se nedovolají na
linku bezpečí, podpořte prosím provoz finančním darem a podpořte nás ve
snaze pomáhat více dětem
!
7. Pokud stisknete jedničku, darujete 30 kč a poznáte příběh Tomáše a to
jak mu Linka Bezpečí pomohla vyřešit jeho problémy.
!
8. Pokud máte málo času a přesto nám chcete pomoci stiskněte prosím
dvojku a darujte 30 kč pro Linku Bezpečí.
!
9. Pokud nechcete pomoci ohroženým dětem, zavěste prosím a neblokujte
linku těm co chtějí pomoci.
!
10. *Příběh Tomáše* (60 sec)
!
11. Děkujeme Vám za Váš dar, pokud chcete přispět dalších 30 kč, stikněte
prosím jedničku a Adélka vám řekne svůj příběh se šťastným
koncem.
ZDE PROSÍM STAHUJTE UKÁZKOVOU NAHRÁVKU:

6. 6 / Y O U T U B E YL2014_cyber_16

7. 7 / S U M M A R Y P I C T U R E YL2014_cyber_16