3. 1. SUMMARY
Picture/scheme describing the campaign
(the same as slide 6)
We created a hashtag #knowledgethathelps
and asked people to help us spread such
knowledge, debunking myths and presenting
true facts regarding development aid
projects.
In exchange for every post with one of these
facts, tagged #knowledgethathelps, our
donors will give 10 CZK to help Člověk v tísni
spread #knowledgethathelps beyond the
reach of social media – in developing
countries.
SUMMARY PICTURE INTEGRATED SOCIAL MEDIA CAMPAIGN
SUMMARY (Max 150 words)
YL2016_cyber_11 2
4. 2. WRITTEN SUBMISSION OF THE CAMPAIGN
Providing development aid means
providing #knowledgethathelps.
To prove it and reach as many
people from our target audience as
possible, we will give them an
opportunity to become our
ambassadors and spread truthful
information.
As a motivation, we will ask our
donors to participate by contributing
10 CZK for every post containing our
message, tagged
#knowledgethathelps. The money
raised during campaign will be used
to further support development aid
projects.
.
WHAT IS YOUR SOLUTION?
(Max 150 words)
We will create a landing page on the
website rozvojovka.cz, explaining
the real purpose of development aid
projects and debunking the common
myths.
This page will also contain a set of
clear statements about development
aid projects, shareable on Facebook
and Twitter. Every share, tweet and
retweet containing hashtag
#knowledgethathelps, is worth 10
CZK from our donors.
The more people share, the more
money we will raise to spread
#knowledgethathelps in developing
countries.
Subsequently, we use our own social
media to promote the activity.
HOW DOES IT WORK?
(Max 150 words)
People in Czech Republic are not
opposed to donating money for a
good cause, but when it comes to
development aid projects, many
consider them “just” as humanitarian
aid – reduced to giving material
supply to people in need and
therefore inefficient.
That’s why we need to show them
what development aid actually
stands for – and give them a reason
to participate, since helping is a
strong motivation to share
information.
CREATIVE INSIGHT
(Max 150 words)
YL2016_cyber_11 3
