The document proposes an integrated social media campaign for the organization People In Need to promote their work and mission. The campaign would (1) create a website where locals can share their dreams and receive tips and discounts, highlighting how PIN helps people in developing countries achieve their dreams, (2) use chatbots, Facebook, and Instagram to spread the campaign's message and drive traffic to the website. The goal is to inspire locals while reminding them of PIN's sustainable development work abroad.

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2. 1. SUMMARY
“Give a man a fish, and you feed him
for a day; show him how to catch
fish, and you feed him for a lifetime.”
We created a social platform to
remind local people of two things:
1. That dreams are not given, but
earned – and we want to inspire
them to follow theirs.
2. That People In Need is no charity.
They build sustainable
infrastructures to improve
people’s lives abroad and impact,
positively, the local nation.
People in Need
”MAKE IT HAPPEN” Campaign
INTEGRATED SOCIAL MEDIA
CAMPAIGN
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3. 2. WRITTEN SUBMISSION OF THE CAMPAIGN
We build a website that asks locals
about their biggest dream and
provide insightful tips on what they
need to achieve it, as well as related
product/services discounts in
partnership with local businesses.
In the process, we remind locals that
people in developing countries also
have dreams and we showcase PIN’s
work, highlighting that they don’t just
provide relief, but instead they try to
stimulate action into unprivileged
people abroad, and provide them
with the tools they need to achieve
their own self-sustainability.
WHAT IS YOUR SOLUTION?
Young adults have many needs. And not
only dreams, but life goals.
The site makes a promise to make your
dreams happen. Facebook Connect to
the site and share your dream wish. A
multiple choice tab opens where you can
select your dream (a local study can be
conducted to assess what are the most
common dreams).
Select your dream to be presented with
two tips (from the web) and one promo
offer. Ex: “Here’s a list of software Digital
Nomads should know”. “Student Agency
offers 25% off to Travel Writers”. “Skoda
invites Engineers wannabes to
engineering day”.
Then we show how PIN’s is inspiring
people in developing countries achieve
their dreams, with several real-life use
cases told via letters, videos, and photos.
At the bottom, the user can redeem his
promo offer that generates a code and
sharing link to Facebook to spread the
message.
HOW DOES IT WORK?
We wanted to create a familiar bond
between Czechs and the people in
developed countries that PIN helps –
a common ground. Goals and
dreams: no matter what, where, and
when, everyone has them.
Our campaign delivers a strong
message that inspires local people to
go after their own dreams,
rewarding them for doing so, all the
while reminding them that
unprivileged people in developing
countries are also fighting for their
dreams, and that PIN’s goal is help
them significantly improve their lives
abroad, with very real local
contributions – reducing migration,
improving foreigner relationships,
and cementing international
agreements for the Czech Republic.
CREATIVE INSIGHT
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4. 3. THE USE OF 3 SOCIAL MEDIA PLATFORMS
Chatbots
Create a Chabot where people can
write their dreams and get tips
and promo offers (like the
website).
As last piece the bot sends PIN’s
story and promotional code
Budget
Promote QR code with Facebook
ads campaign. 10.000czk.
MESSENGER
Images
Creative Instagram campaign, using
several small images to build the
entire website user flow.
Drive traffic
Put the link in the bio description
to drive traffic to the website.
Budget
Promote the campaign with
remaining 10.000czk. Instagram is
the platform that generates more
engagement, it’s cheaper, and you
can use the highly advanced
targeting options of Facebook.
INSTAGRAM
Videos (360)
Upload native video for better
exposure. Shoot 360 videos of guys 2
different options – a) with inspiration
to help accomplish their dreams, and
b) without help – bad scenarios of
what could happen
Live video
Live videos with volunteers where they
share their own dreams and stories
about the dreams of the people
they’ve helped. Host a Q&A sessions
with local influencers sensitive to the
cause.
Budget
Use 30.000kc for FB Ads. Split budget
into 2x ad objectives. 15k for Post
Engagement campaign. 15k for Clicks
To Site campaign.
Clicks to website: Target: Czechia. Age:
22-35. Interests: List all top non-profit
organizations in the world.
Reach: 100.000 (clicks) / 800.000 (post
engagement)
FACEBOOK
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5. 4. THE USE OF FACEBOOK
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6. 5. THE USE OF MESSENGER
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CHATBOT

7. 6. THE USE OF INSTAGRAM
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