This document discusses challenging people's "opinion comfort zones" regarding helping those in need locally versus helping internationally. It proposes using the same myths people believe about international aid and applying them to domestic systems to show that neither option is clearly more effective. The goal is to spark discussion and open people's minds by dissolving common arguments against international aid. Tactics include Facebook/YouTube ads and a website sharing evidence that aid makes a real difference globally and locally through live video broadcasts.

2. “One dead person in local news is worth tens of dead
at the other end of the world.”
It is human nature to care more about what is closer
to us; but we need to explain that what is further can
be just as important. Only we cannot make dying
African children any more urgent. That’s why we need
to challenge the mental comfort of local help. Yes,
it is an unpleasant trade-off. But it will benefit both
sides.
On Facebook and YouTube, we will show that the
same myths apply to both developmental and
local help. This will challenge the status quo and
open discussion about the difference ANY help
makes.
This discussion will then fuel traffic to our website
where we show the upside of helping abroad - along
with live Periscope broadcast of our help making real
difference.

3. What we actually need to do first is to
challenge the opinion that helping locally is
much more effective and makes more sense;
otherwise people would remain in their
“opinion comfort zones” with no room for
real discussion.
In order to achieve this, will take the very
same myths that people believe concerning
developmental help - and apply them to the
local system.
Exactly. We will not debunk the myths. On
the contrary, we will extend them, thus
effectively dissolving their relevance.
Whoa, the opinion comfort zones are gone
and we suddenly have a receptive audience
to talk to!
The fun thing is we are not saying helping
locally is ineffective. We are just saying that
either way, you have to really think about
what difference the help makes.
People understand helping others is
important (91 % have donated themselves),
but only 18 % have supported projects
abroad - they believe developmental help
makes much less sense than local help due
to many prevalent myths. But does it, really?
> People do not trust corrupt governments in
developing countries. But we’ve had our fair
share of corruption with Opencard or Blanka.
> People don’t want the money to end up
where it is not helping. But abusing the social
system is the hottest local topic of the day.
> People feel building a school in Africa does
not change much. But do thousands of
humanities graduates with no professional
future?
Maybe it is time to ask yourself: Does the
local help really make more difference than
the development help?
We will portray examples of ineffectiveness
of local system on Facebook and YouTube
(see following slides). The discussion will be
triggered by unsettling questions like “Do you
think your help makes more sense locally?”
This will start a discussion about effectiveness
of help in general. The participants will fuel
organic reach and we will use the power of
their “hate” to deliver the key positive
twist - the social-powered website www.
kdepomaham.cz.
Here people will find the debunked myths of
developmental help and the best evidence
internet can provide - a real-time Periscope
broadcast from the places where our people
are helping and making a positive change
at any given time.
The key difference is we give this information
to the public when they are ready to hear it.
This way, we also work with retargeting - to
eventually turn visitors into ambassadors.

4. MEDIA SPEND: 20 000 CZK
RETARGETING: 15 000 CZK
PAID REACH: 530 000 USERS
MEDIA SPEND: 15 000 CZK
COST PER VIEW: 0,10 CZK
REACH: 150 000 USERS
Note: We will use unskippable 6s bumper ads to
optimize cost of reach & frequency.
Note: Periscope broadcast is embedded on
a personalized microsite. The main visual changes
according to the social media story the user comes
from (see detail).
Great job, people!

5. I majored in gender studies,
because I am troubled...
...by the lack of women
in technical fields, you know?
Does everyone deserve
a chance to study?
www.kdepomaham.cz

6. Do you believe that locally
you are helping those in need?
www.kdepomaham.cz
A six second bumper ad
visually portraying the
apparent abuse of social
welfare system.
V/O: “Do you believe that
locally, you are helping
those in need?”