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1. [CAMPAIGN SUMMARY]
In the Czech republic, there is a very li
tt
le knowledge about whistleblowers, their rights and
protec
ti
on laws with only 12% of Czechs recognizing the term. On the other hand, those who
are familiar with the concept have mostly posi
ti
ve emo
ti
ons towards whistleblowers. Our goal is
therefore to build on these emo
ti
ons and to raise public awareness about the importance of
whistleblowing. Also, it is crucial to give the whistleblowers su
ffi
cient support and a pla
tf
orm to
be able to speak up when they choose to do so.
[CREATIVE INSIGHT]
No doubt Social Media and other digital pla
tf
orms have become an important part of our lives.
They bring us joy but inevitably we also encounter issues and wrongdoings there as well.
Most importantly, the concept of whistleblowing is well used among users already, although
somewhat hidden. We are already used to anonymously raising our voices on digital pla
tf
orms
whenever we see
fi
t, nonetheless mostly for our own sake. We warn other users of poten
ti
al
scam retailers on SoMe, share opinions under news ar
ti
cles,
fl
ag content that disturbs us. We
need to put this behaviour to perspec
ti
ve to raise users` voices to become whistleblowers
„for real“ for topics that ma
tt
er the most, for public well-being in general.
[SOLUTION]
We will show users that they already are whistleblowers (only in the digital world) even though
they do not realize it just yet. We start with bold awareness visuals mostly on exis
ti
ng SoMe
channels of Oživení (FB, IG, Tw, LI, YT) and also online news pages relevant to our TG.
In each crea
ti
ve we hack a di
ff
erent na
ti
ve func
ti
on depic
ti
ng being a digital whistleblower
on everyday bases to open their eyes about the topic (e.g.:
fl
agging content on Facebook,
warning other users of harm) (1).
Then we start to retarget users with 3 messages: i) become a whistleblower (link to website), ii)
speci
fi
c target groups (corporate employees, millennials, women etc.), iii) real stories (link to
website) (2).
We also create special landing page just for this campaign on piskamfauly.cz to drive leads from
engaged users and to give be
tt
er perspec
ti
ve into the real whistleblowers cases (3).
[HOW DOES IT WORK?]
With SoMe posts we make a di
ffi
cult topic easier to raise awareness in the general public to
speak up and also educate the most ac
ti
ve users about becoming whistleblowers themselves
(link posts to website, Facebook Canvas and In
fl
uencer, e. g. Kovy). On the new landing page we
create a community-like feeling with counter with a number of people already suppor
ti
ng
whistleblowers from the start of Oživení in 1997 and a bu
tt
on which you can click to show your
support as well (number will raise by 1). Clicking the bu
tt
on will also trigger addi
ti
onal form to
complete now or later to get people familiarize with the whole process. We will also encourage
people to join our private Facebook group, where people can support each other, stay in touch
with lawyers from Oživení and also to give people a chance to speak up in a safer space.
IF YOU CAN
DO IT [here]…
[facebook] [instagram]
[linkedin] [twitter]
[novinky.cz]
[youtube]
Oživení
Sponsored
Become
a whistleblower
[BOLD AWARENESS]
Each visual represents our main
idea within speci
fi
c pla
tf
orm.
[ACQUISITION]
Only one example how to
drive tra
ffi
c to website.
[LANDING PAGE]
All important informa
ti
on
about project in one page.
If you report it online,
why don’t you in real life?
[ ]
1.
2.
3.
If you can do it on [Facebook],
you can do it anywhere.
Report this post
PISKAMFAULY.CZ
Oživení
Sponsored
Are you one of the whistleblowers already?
Take this opportunity to make a di
ff
erence by
fl
agging
wrongdoings in real world, too. We got you covered.
Show your support [here]
REAL STORIES
HOW DOES IT [WORK] ?
#piskamfauly
do it because I’m a woman.“
Story of Katka from Olomouc.
We know it might not be as easy as
writing a Facebook comment. But the
result will prove you wrong.
“I couldn’t just let it
happen all the time again
and again.“
“They thought I would’t
Story of Ondřej from Prague.
We will provide you all of the information you need and
within three days you will hear from us.
SUBMIT [HERE]
If you can speak up
on your [Stories],
you can speak up in
real life too.