- The document proposes an integrated social media campaign to help improve perceptions of NGOs by providing transparent information about their operations. - It would involve a journalist joining various NGOs for a month on missions both domestic and abroad to document their work. Videos and livestreams would be shared on YouTube, Snapchat, and Facebook to give viewers an insider look. - The goal is to debunk myths by delivering straightforward facts in an engaging format to young, educated target audiences where they spend their online time.

1. 0. SUMMARY PICTURE
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2. 1. SUMMARY
”Do you know everything about NGOs work? No? Of
course you do not if you never worked for one of
them. You probably have just a distorted
information. “
NGOs does not have a good reputation because of
lack of information and many “hoaxes”. Also the
trustful information are almost hidden in NGO’s
websites between too many information.
We will walk people through everything that happens
in NGO with help of a recognized person with good
reputation. They will have a brief look into something
real complex without any effort. We will use a well
known person for our young target group and deliver
video and visual content to them.
Once we show them the reality, they can create their
own opinion and increase interest in work of NGOs.
Informed users will be more inclined to trust NGOs
and their work so we can help debunk myths
connected to them.
SUMMARY PICTURE INTEGRATED SOCIAL MEDIA CAMPAIGN
SUMMARY
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3. 2. WRITTEN SUBMISSION OF THE CAMPAIGN
We want to debunk the myths about work
of NGOs through clear messages with
insight –look right into the heart of NGOs
with help of a recognized person with
good reputation.
Janek Rubeš is a journalist working for
online TV “Stream”, who makes small
documentaries about scams in Prague and
helps tourist to enjoy stay in Prague. He has
quite a number of followers and they
believe him to do a good work.
We will let people through Janek Rubeš‘s
eyes into the details of NGO’s work and let
them see everything what they want to
know and never ask. He will show the truth
about cash flow, real help for developing
countries and other –and also show some
small shortcomings to be really trustful.
This series of online videos is not signed by
concrete NGO, videos should show NGOs in
total and it also should be independent.
WHAT IS YOUR SOLUTION?
Janek will join one or more NGOs in their work
here in the Czech Republic and also on the
missions abroad during one month to monitor how
these processes work and will bring information to
people about all details in process.
We use Janek’s social media profiles and profiles of
Czech NGOs for sharing of content:
Phase 1 – before mission
One teasing video used as pre-roll on YouTube and
also shared on Facebook profiles.
Video motivating to follow his YouTube channel
and Snap profile
Phase 2 – during mission
• Real time Snapchats about current situations
• He will do real time coverage by live streams on
Facebook.
• 4 videos on YouTube – each video about specific
topic (cash flow, engage of people in developing
countries, do they really need our help?, is it
working?) - shared on Facebook fanpages
Phase 3 – after mission – 1 summary video on
YouTube and video carousel on Facebook
HOW DOES IT WORK?
• People in the Czech Republic have a
negative opinion about NGOs.
• It’s caused by lack, inaccurate of
information or hoaxes from mass media,
friends or family.
• Information straight from source are
available on the internet and used for PR –
but still hidden in annual reports and many
articles from NGOs.
• People don’t want to look for these
information –they are lazy and they have
no time for finding information that are not
directly connected to their lives.
• We need to deliver messages straight
to our target audience – young often
educated people from bigger cities - in a
place where they spend time. A lot of time.
• They will be interested in NGO topic if
we deliver it in clear and brief format.
CREATIVE INSIGHT
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4. 3. THE USE OF 3 SOCIAL MEDIA PLATFORMS
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5. 4. THE USE OF SNAPCHAT
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Phase 1 Phase 2 Phase 3
Beforethe mission - Janek
makes a snap with call to
action to look at teasing
video and submit his YT
channel.
During the mission - Janek makes a many snaps
about actual situations from the mission. Also
promotes his YT channel.
After the mission - Janek
makes a thank you snap
with call to action to look
at summary video on his
YT channel.

6. 5. THE USE OF YOUTUBE
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Phase 1 Phase 2 Phase 3
Beforethe mission - Janek
makes a teasing video for
his new investigative show.
Video is used as a pre-roll
video and we recommend
to spend 25% of media
budget.
During the mission - Janek makes four
separate videos – each video shows
concrete problem/topic.
Videos are not supported by media
investment on YouTube, but they are
shared on Facebook channels of NGO’s
organizations and Janek’s fanpage.
After the mission - Janek
makes a summary video
about all his cooperation
with NGOs.
Video is not supported
with budget, but it is also
shared on Facebook
channels.

7. 6. THE USE OF FACEBOOK
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Phase 1 Phase 2 Phase 3
Beforethe mission – Janek and NGO
organizations share his teasing video
from YouTube on Facebook to build
awareness about new project.
These posts can be supported by
10% of budget and targeted to
reach. Expected reach is around 100
000 users.
During the mission – Janek with NGO
organizations shares his YouTube
videos and photos on Facebook. He
also uses Facebook live stream.
This content should have media
investment 40% of budget with reach
and engagement targeting and we
expect around 70 000 views.
After the mission – we would like to
use Facebook in other way.
We want to create video carousel
with very short video
demonstrations and with last call to
action slide to visit Janek’s YouTube
channel.
This format might be supported by
the rest of the budget.