This document outlines a campaign to increase charitable donations in Belarus. It notes that currently many Belarusians are reluctant to donate, believing the money will not actually help children. The campaign's goal is to show that even small, regular donations can make a significant impact. It proposes using an interactive banner displaying the "butterfly effect" of donations. Additional elements include installing charity-sponsored WiFi hotspots and using social media to share success stories of children helped by donations and showcase the long-term impact through a children's installation. The creative idea leverages the concept of the butterfly effect to motivate donors.

1. Challenge
To motivate the Belarusians to donate to UNIHELP, to
strengthen the culture of charity and to make it a way
of living
Charity organizations lack of credibility and
compassion: people don't believe they can change
something for better helping through an intermediary.
People have no trust for charities.
Problem

2. c
Backgrounds
Here, in Belarus, people donate money reluctantly. They don't believe their money can change
life of children for better because they consider such activities dishonest.
65 % are sure that the money they contribute doesn't reach the needy but are used for other
purposes.
Insight
I don't feel my money can help
change life of others.
Goal
To show that even a small charity
is significant and it is worth doing
regularly.

3. c
«A swing of butterfly can cause a shower
of rain. A little donation results in the
recovery of a child»
Idea:
Butterfly Effect
Through the use of various PR-tools we will show that
even little help leads to great changes.

4. c
Interactive external banner
We'll put an interactive external banner in public places and
will show how even little help influences life of a child.
On the banner you can see the site Unihelp.by where you
can log in through socials and donate a little sum of money
for charity.
As soon as the first person makes a donation, on the
interactive banner reveals the butterfly effect in action:
on the screen appears a swinging butterfly.
To carry on the interaction you need to make one more
donation. Step by step on the screen appears a chain of
events: a butterfly flies to the branch, an apple drops from
the branch, an animal eats the apple and so on.
A chain of actions leads to global consequences such as a
recovery of a child.
CHANNEL:ALL MEDIA

5. c
In addition we will install in public places
like parks, universities, museums, etc.
fee-paying Wi-Fi hot spot by UNIHELP.
To connect you should log in through
social networks and make 1$ donation.
The company will get a wide coverage
due to bloggers. They will stream
online and post about the project in
socials through charity Wi-Fi.
CHANNEL: OL
WIFI-ZONE

6. c
Users should log in through social networks to contribute
money for donation.
After the user adds to friends the child he or she has
helped. This child on his or her page tells how these
donations have changed the life, that is to say makes
posts, stories, streaming online. Regularly users in their
feed will see what is happening to the children they have
helped.
Also this "friend" from time to time will have an opportunity
to remind you to repeat the donation and even to take out a
subscription for small monthly contribution.
CHANNEL: SMM + FORMATION OF OL
SMM

7. c
The installation
"Butterfly Effect”
The final point of communication will be
represented by the installation of wall with
butterflies. On this wall every butterfly will be fixed
up by the recovered children.
All in all this project will have a long-term effect.
And every butterfly will prove that the money hasn't
been spent in vain.
CHANNEL: EVENTS + ALL MEDIA, OL

8. WHY IT WORKS
• Trough the use of interactive banner we will show the butterfly effect
and the fact that even small contributions can make a difference.
• Due to SMM- support we can make the charity honest and clear.
• The installation allows to make the project long-term. It vividly shows
that your donations really have helped to cure one child more.

9. SITUATION
Рeople in Belarus donate
money reluctantly. They
don't believe their money
can change life of
children for better
because they consider
such activities dishonest.
INSIGHT
I don't feel my money
can help change life of
others.
GOAL
To show that even a small
charity is significant and it
is worth doing regularly.
THE CREATIVE IDEA
#TheButterflyEffect
«A swing of butterfly can
cause a shower of rain. A
little donation results in
the recovery of a child»
EXECUTION
.
1. Interactive banners that give us
demonstration of butterfly effect in
charity.
2. Wi-Fi spot by Unihelp with connection
through donations.
3. SMM-support through personal child's
stories.
4. Сhild's installation as a symbol that
every contribution makes a difference.
SUMMARY