2. Summary
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Czechs do not believe that their
donations are given to real people in
need. We want to show them this is
just a myth and actually there are
many projects being realized right
now.
We want to distinguish from common
communication and sometimes even
cliché of other NGOs.
The activation is based on people
sharing their stories - 30 different
stories collected via 30 different
projects.
And why #PomocZaNoc? It‘s a
hyperbole driving the witty humour to
the entire activation and it‘s based on
the fact that most of these projects are
realized when our audience is asleep.
3. Written submission of the campaign
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Appellate campaign for 30 nights showing
30 different projects of Rozvojovka and
bringing 30 different stories via 3
different channels and stress out one thing
SoMe and development aid have in
common – they are both about people.
Our goal is to create content which will
connect people with technically the same
interests but very different execution and
will:
1) Demonstrate concrete results of
Rozvojovka work.
2) Hyperbole, gloss the kind of content our
target group eagerly posts and bring little
humour to this otherwise serious topic.
To connect right people with right content
we look at two key indicators: posting time
and the most popular (used) hashtags
indicating what and when our audience is
posting. As most of the aid is happening
when Czechs are a sleep we created
#PomocZaNoc as a link of all the content.
Solution
Every day we show one project in two
different ways:
1) Rational – via facts and figures we give
people reasons to believe in particular
project and Rozvojovka work. To maximize
reach of this kind of content we put it on the
biggest social network – Facebook.
2) Emotional – to get closer to people we
show them stories of other people who are
similar to them.
We choose Instagram as the optimal
medium to bring high engagement among
our target group and to create for one-to-
many storyline. Additionally we use Tinder
as a medium connecting people in fresh
unconventional and also direct (one-to-one)
way.
How does it work?
There are few facts:
1) Just because we do not know about
something does not mean it’s not
happening.
2) Even minor help from minor country can
have major impact.
3) If we want to change people opinion we
have to touch their emotions.
Target group:
-They are SoMe savvy - native users of
smart phones using various apps
-They are difficult to reach - everyday they
are reached by huge amount of content we
need to stand out from.
- They are first new generation – unlike their
parents they value social responsibility and
care about humanitarian issues but they are
still Czech famous for their sarcasm and
ironic, cheeky humour.
Insight
4. The use of 3 social media platforms
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Facebook Tinder
Instagram
5. Use of Facebook
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Promoted posts
reaching relevant
target group to
maximize reach
with a use of 65%
of the budget.
Glossing copy
bring humour to
serious topic.
Facts & Figures
Rich media formats
(such as canvas) to
attract attention
and tell a story.
Why Facebook?
Up 4.500.000 active users
among various age
categories
Wide media targeting
options based on people
interests and behaviour.
6. Use of Instagram
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35 % of the media
budget used for
promoting Instagram
posts based on
social media
activities and
interests.
Why Instagram?
More than 700.000 active
users, 18 – 34 yrs
Higher engagement than
on Facebook èpotential
sharing
One of 30 real
stories showing
the impact and
significance of
Rozvojovka aid.
Use of popular
hashtags to reach
people with “same
interests” (eg.
cooking,
workout…) to
bring little
hyperbole to the
topic and to
maximize organic
reach.
7. Use of Tinder
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On Tinder we
connect people
based on their
similarities and
“BTW” show
Czechs impact of
their country
abroad.
Witty comparison
to that Tinder
usually shows
mates who are
nearby.
Different point of
view to one of 30
real stories
communicated via
“Pomoc za noc”
profile. The main
aim is not to get
match but to
surprise out target
group on channel
they would not
expect.
Why Tinder?
More than 100.000 active
users, 18 – 34 yrs
Very little commercial
contend è potentially
bringing high engagement
