The document proposes a marketing campaign to promote charitable giving. It targets busy young professionals who do not have time for charity but want to feel like they are helping. The campaign would use social media like Facebook, Instagram, and LinkedIn to directly deliver concise messages that charitable work has already been done on their behalf due to past donations. On Facebook, ads would tell people they can "know less" while still learning what their money achieved. Instagram posts would contain hidden messages revealed by filters. And LinkedIn messages would thank people and encourage adding charitable projects to their profiles. The goal is to efficiently inform people and spread the message that their contributions are making a difference.

1. YL2016_CYBER_12
1/ SUMMARY
21ST CENTURY. YOU’RE OVERFED WITH INFORMATION, WORK, YOUR LIVES. YOU
DON’T WANT TO BE TOLD TO CARE ABOUT OTHERS. YOU KNOW YOU SHOULD, YET
YOU’RE TOO BUSY AND TIRED TO REALLY DO IT.
SO… LET’S NOT BE THE SAME PREACHERS AS EVERYONE ELSE. OUR MESSAGE
WOULD BECOME LOST AMONGST EVERYDAY INFORMATION FLOW. WE NEED TO TELL
EVERYONE THEY DON’T HAVE TO ACTUALLY CARE ABOUT NEW STUFF. BECAUSE WE
ALREADY DID THAT. AND THEY ARE ALREADY THE HELPING HEROES.
STUFFED WITH INFORMATION ALL OVER THE INTERNET, EVERYTHING YOU WANT TO
DO IS THE COMPLETE OPPOSITE OF WHAT ALL THE CAMPAIGNS’ BUTTONS TELL YOU
- „WANT TO KNOW MORE?” „LEARN MORE” „SEE MORE” „WATCH MORE”. NO. JUST
NO. YOU DON’T.
ACTUALLY, YOU REALLY WANT TO KNOW LESS.
YOU’RE FED UP. STUFFED. OVER-INFORMED.
PEOPLE IN NEED HAVE ALREADY BEEN DOING THAT. DOING THE RIGHT THINGS YOU
HAVE ALWAYS WANTED TO DO, BUT DIDN’T HAVE THE TIME FOR. THEY ARE YOUR
SECRET COMPANION, YOUR COUNTERPART DOING THINGS WHEN YOU SLEEP. NOW
IT’S THE TIME TO TELL YOU WHAT WE DID WITH YOUR FINANCIAL HELP. YOU CAN
CONTINUE TO LIVE YOUR LIFE HAPPILY, KNOWING THAT SOMEONE DID ALL THE
HUMANITARIAN WORK FOR YOU. YOU KNOW LESS. YET YOU LEARNED SO MUCH.
JUST CLICK ON THE „I WANT TO KNOW LESS” BANNER AND LEARN THAT IT’S
ALREADY DONE. YOU’VE DONE SO MANY NICE THINGS, HELPED SO MANY PEOPLE,
EVEN THOUGH YOU DIDN’T HAD TO ACTIVELY PARTICIPATE. ISN’T THAT A MESSAGE
TO SHARE WITH YOUR FRIEND?
SEE DO
THINK
CARE
Canvas ads telling you
how you contribute to
solving global issues
Quickly readableadditional contentwith a clear message
Hidden message
revealed through filters
and sharing
Direct approach
of our audience through
personal messages
A nice reward for
helping
Remarketing

2. YL2016_CYBER_12
THE REAL INSIGHT
2/ WRITTEN SUBMISSION OF THE CAMPAIGN
OUR TARGET AUDIENCE ARE BUSY PEOPLE. YOUNG ONES,
ALREADY PRODUCTIVE. 25 TO 30, LIVING HECTIC LIVES IN
CITIES, ALWAYS RUSHING AROUND. THERE’S ALWAYS
SOMETHING TO DO. WORK HARD, PLAY HARD, SOLVING ALL
ADULT ISSUES, MEETING FRIENDS, TAKING CARE OF LOVED
ONES, FINDING SOME HOBBIES IF YOU’RE LUCKY ENOUGH TO
HAVE TIME FOR THEM.
YOU DON’T WORRY MUCH ABOUT CHARITY. IT SIMPLY DOESN’T
FIT INTO YOUR DAILY BUSY SCHEDULE. WELL, YES, SOMETIMES
YOU BUY A TRUSTWORTHY ITEM ON A SPECIAL DAY - YOU
KNOW THAT THIS IS A CHARITY TO TRUST. OR DO YOU? TRUTH
IS THAT YOU DON’T REALLY KNOW. YOU RELY ON YOUR
IMPRESSION. AND WHEN THE MEDIA OR FRIENDS TELL YOU
SOMETHING, YOU BELIEVE THEM - WHO HAS TIME TO DOUBLE
CHECK THE INFO? DEFINITELY NOT YOU. MAYBE YOU WOULD
BE INTERESTED IN WHAT HAPPENED WITH YOUR TAX MONEY.
BUT NOT THAT MUCH YOU WOULD SPEND TIME SEARCHING
FOR THE INFO ACTIVELY.
YOU NEED SOMEONE TO APPROACH YOU DIRECTLY. TO TELL
YOU WHAT’S HAPPENING WHILE NOT RUINING YOUR
SCHEDULE. RESPECTING THAT YOU ARE OVERFED WITH INFO
YOU CONSUME EVERYDAY. TO DELIVER BOLD AND
UNDERSTANDABLE MESSAGE YOU CAN SHARE WITH YOUR
FRIENDS. YOU DON’T HAVE TIME OR ENERGY TO GO DEEP IN
THESE KINDS OF THINGS. YOU NEED A STRONG STATEMENT
AND THAT IS ALL.
THERE ARE ABOUT 850 000 PEOPLE IN OUR CZ AUDIENCE.
WITH 50K CZK BUDGET, WE CAN REACH MORE THAN 70 % OF
THEM. THE REST IS LEFT TO WOM AND ORGANIC SPREAD.
OUR SOLUTION
WE ARE GOING TO REACH PEOPLE DIRECTLY ON THE
GO - FACEBOOK MOBILE FORMATS, INSTAGRAM, AND
LINKEDIN TO ADDRESS PEOPLE PERSONALLY. FAST
WAYS HOW TO DELIVER OUR MESSAGE. BOLD
STATEMENTS, INNOVATIVE APPROACH. TO CONTINUE
THE FLOW, WE ARE GOING TO REMARKET THEM AS
WELL.
BUT WE’LL NEVER THROW EMOTIVE
PICTURES OF HUNGRY KIDS AT YOUR FACE.
WE KNOW YOU’VE HAD ENOUGH OF THIS. THAT YOU
DON’T HAVE THE TIME. THAT YOU ACTUALLY WANT TO
KNOW LESS. IF YOU WANT TO, WE’LL TELL YOU
EXACTLY WHAT’S BEEN DONE WITH YOUR MONEY. AND
WE KNOW YOU WANT THAT. TO KNOW LESS, YET
LEARN MORE.
HOW IT WORKS
USING THE MOST POPULAR SOCIAL MEDIA FOR OUR TG, WE
WILL REACH THE MOST OF OUR AUDIENCE. THEY'RE ALWAYS
MOVING, SO WE'RE GOING TO CONCENTRATE ON MOBILE
FRIENDLY SOLUTIONS. ON FACEBOOK WE WILL USE „I WANT TO
KNOW LESS” CANVAS ADS, SUPPORTED WITH 2/3 OF MEDIA
BUDGET. DURING 1 MONTH, THERE'LL BE ALSO ADDITIONAL FB
CONTENT AND WORK WITH THE REMARKETING TO KEEP
PEOPLE UPDATED. THE REMAINING 1/3 OF A MEDIA BUDGET
WILL BE SPENT ON INSTAGRAM, WHERE WE'RE THEN GOING TO
ASK FORMERLY ENGAGED PEOPLE TO ACTIVELY TAKE PART.
USING RGB COLOUR CALCULATION, WE WILL CREATE ADS WITH
A HIDDEN MESSAGE, ONLY TO BE REVEALED WHEN YOU
REPOST IT WHILE APPLYING A FILTER. AND BY THAT,
SPREADING OUR MESSAGE FURTHER.
ALL THE COMMUNICATION WILL BE CONNECTED BY OUR MAIN
MESSAGE - YOU CAN KNOW LESS, BECAUSE WE’VE
ALREADY TAKEN CARE OF EVERYTHING.
ON LINKEDIN, OUR APPROACH WILL BE MORE PROACTIVE -
OUR TG LOVES TO BE ADDRESSED PERSONALLY! WE WILL
SEND PERSONAL MESSAGES TO PEOPLE WITH HUGE
CONNECTION NETWORK THAT THERE IS A CHARITY PROJECT
THEY’VE HELPED US WITH. YOU DON’T NEED TO DO ANYTHING
MORE - HERE’S THE PROJECT, YOU CAN BE PROUD OF IT AND
ADD IT TO YOUR PROFILE, SO EVERYONE KNOWS IT.
OUR GOAL IS TO REACH AS MANY PEOPLE AS POSSIBLE, TELL
THEM WHAT THEY’VE HELPED US AND THAT THEY DON’T HAVE
TO SEARCH TO „LEARN MORE”. THEY CAN KNOW LESS,
BECAUSE WE’VE ALREADY TAKEN CARE OF EVERYTHING. AND
THEY HELPED US WITH IT.

3. YL2016_CYBER_12
3/ THE USE OF 3 SOCIAL MEDIA PLATFORMS
People in need
Hey!
This message doesn’t contain anything
you need to know. So sorry for that.
What we really want to tell you is...
You’re awesome. Period.
You might ask why. Well you are actually
helping with a lot of things. Like building
15 schools in Ethiopia.
Feel free to fo to our profile and add this
as a project to your profile.
Because you know... you’re awesome.
Thank you.
People in need
See less now!
WE HELPED BUILD
15 SCHOOLS
IN ETHIOPIA
THANKS TO YOU!
SEE DO CARE
Canvasmobile adsso youdon’t needto leaveFacebook
Our highest reach
channel
Surprising
technical
twist
Interactively
spreading the
message
Personalapproach
Such organic
Much reach

4. YL2016_CYBER_12
THESE CREATIVES ARE ADAPTABLE TO BOTH NGO PARTS
AND ARE FLEXIBLE IN TERMS OF DIFFERENT CONTENT
4/ HOW FACEBOOK WORKS FOR US
People in need
See less now!
DONE!
YOU DON’T NEED TO KNOW THAT
IN NEPAL
A carouselwith nice thingswe’ve donein a
country
Facebook
canvas
A button
leading to
other
significant
projects
A thank younote. To remindpeople thatthings actuallydo happen thanksto them
MORE THAN
11 THOUSAND
FAMILIES
GOT THEIR HOMES
REPAIRED
GOT THEIR HOMES
REPAIRED
BECAUSE IT ALREADY HAPPENED
THANKS TO YOU!
YOU’RE AWESOME.
WE ARE
“PEOPLE IN NEED”
AND WE HELP DELIVERING
DONATION MONEY TO WHERE
IT IS NEEDED MOST. SO YOU
CAN FOCUS ON YOUR LIFE.
What else did you help with?

5. YL2016_CYBER_12
AN INSTAGRAM CAMPAIGN THAT CONTAINS HIDDEN MESSAGES THAT CAN BE REVEALED BY USING FILTERS
ALSO ADAPTABLE TO BOTH NGO ACCOUNTS
5/ PLAY WITH FILTERS ON INSTAGRAM
People in need Matej Palus
WE HELPED BUILD
15 SCHOOLS
IN ETHIOPIA
THANKS TO YOU!
In the feedit looks likea solid square.We’ll encouragepeople to repost itwith a filter
WE HELPED BUILD
15 SCHOOLS
IN ETHIOPIA
THANKS TO YOU!
People can
then share the
encouraging message
with the world
You don’t need to consume another piece
of information. We’ve already taken care of it.
But if you really want repost this picture while
using a filter and find out what’s hidden.
When a filteris applied
we deliverour message to
the user

6. BY TEMPORARILY CHANGING THE NGO LINKEDIN PROFILES WE CAN DELIVER THE MESSAGE DIRECTLY TO PEOPLE
USING A MESSAGE THAT LEADS TO THE ALTERED PROFILE
YL2016_CYBER_12
6/ A PRO-ACTIVE USE OF LINKEDIN
The altered profile
encourages users
to add our projects to their
achievements
We’re really grateful you made all these
humanitarian projects happen. So here’s
a little something. You can now add them
to your LinkedIn profile to show how
awesome you are. Thank you!
15 new schools in Ethiopia
I helped simply by contributing to the
national treasury. This money was
wisely used by People in need to build
15 new schools for Ethiopian kids.
They can now enjoy better education
and hopefully they can raise the life
quality in their country when they’re
adults.
People in need
Hey!
This message doesn’t contain anything
you need to know. So sorry for that.
What we really want to tell you is...
You’re awesome. Period.
You might ask why. Well you are actually
helping with a lot of things. Like building
15 schools in Ethiopia.
Feel free to go to our profile and add this
as a project to your profile.
Because you know... you’re awesome.
Thank you.
People get areally nice thankyou message onLinkedIn
People
embracing the
idea spread
the word even
further

7. YL2016_CYBER_12
SEE DO
THINK
CARE
Canvas ads telling you
how you contribute to
solving global issues
Quickly readableadditional contentwith a clear message Hidden message
revealed through filters
and sharing
Direct approach
of our audience through
personal messages
A nice reward for
helping
Remarketing