Young Lions Czech Republic 2018 Digital category - Team 1

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2. In this campaign, we remind all nowadays and
potential members of the original AIESEC goal –
to prevent wars by uniting people of the world
and leading them to identify themselves and
inspire others.
The claim sends two messages:
1. The world needs leaders, not führers
2. We, AIESEC, need reasonable people to
develop into future leaders
SUMMARY
INTEGRATED DIGITAL CAMPAIGN
SUMMARY
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Campaign becomes even more important
because of yesterday‘s tragic events in Syria.

3. SITUATION:
The world is closer to WW3 then ever.
Overnight, USA, UK and France attacked
Syria. Could this attack be prevented? What
if the responsible politicians had close
friends living in the respective area thanks
to AIESEC travels?
SOLUTION:
We will simulate a world, where the top
leaders would act as if they went through
AIESEC experience.
Thanks to this experience, they will:
• Know and have already helped people
from different countries (countries in
crisis included)
• Have helped close friends to get
abroad
• Inspire their subordinates and others
by tolerant and multicultural
leadership
We will gain target audience‘s attention by
almost unbelievable news.
And then we will share our plan with the
audience and let them apply for
membership.
SOLUTION
We will create a series of fake news
and altered leader profiles which will
shock target audience.
E.g.: „Trump stood against the Syria
attack as he had close friends in the
area.“
 Extremists are going to be shocked
and share the news
 The people we are interested in are
going to read more about the topic
But the actual article will begin
differently:
„We‘d love to read that. But nope. Trump
has never been a member of AIESEC.“
„We need leaders, not Führers.
Join AIESEC.“
The last will of course be a link to AIESEC
website. For the 6 week recruitmnet
period, we will create a new landing page
to lead the potential members straight to
„Reasons why to become a member“ and
to form fulfillment.
HOW DOES IT WORK?
THE PROBLEM IN MEMBER
RECRUITMENT:
Over last 70 years, AIESEC forgot it‘s main
purpose. It promotes the WHAT – the
possibility to lead other people. But it does
not promote the WHY, which is the
differentiating factor for potential
members in comparison to other job/NGO
experiences.
Also, while AIESEC communicates similarly
every year, the number of applicants
reduces. We need to change the first-
contact communication in order to receive
more applications.
THE REASON TO JOIN AIESEC:
Aside from all the benefits AIESEC offers
and communicates to newcoming
students, we have to give them purpose:
„Learn by doing, broaden your horizons
and connect the people of the world in
order to prevent any future conflict.“
WHY DOES IT WORK?
There are many youngsters feeling the
urge to steer the world away from it‘s
current course, they just do not know
HOW. We give them the means.
CREATIVE INSIGHT
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4. FAKE NEWS
ON FACEBOOK
AIESEC WEBSITE
POP-UP
FAKE PROFILES
ON INSTAGRAM
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5. FAKE NEWS ON FACEBOOK
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Fake news will be published on Forbes
website  that will make it harder to spot
the „lie“.
Why would Forbes cooperate?
• Forbes is an AIESEC partner
• Forbes is trying to teach its‘ readers to
think critically
• The article will not be lying. Right after
the introduction, the text will continue:
„We‘d love to read that. But nope. Trump
has never been a member of AIESEC.“
WHY FAKE NEWS?
• Thanks to using fake news, we receive
free media reach.
• Almost half of AIESEC social network
mentions are written by nationalist
extremists. Let‘s give them more ammo.
We will also instruct current AIESEC members
to comment and share these news.

6. FAKE PROFILES ON INSTAGRAM
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(Since we are targetting
around 180 000 university
newcomers in a short
period of six weeks, we
can afford it even with our
limited budget.)
Fake news will be followed
by fake Instagram profiles
of top world leaders. Putin,
Trump and Merkel will
share joyful moments from
their peaceful lives.
Descriptions of these
profiles will again lead to
AIESEC website.
Aside from these regular
social activities, each of
these profiles will run
Instagram Stories Ads to
bring more people to
AIESEC.

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The people have to apply.
The current website is
missing call to action
button.
Let‘s add one via pop-up
only for the six recruitment
weeks.
This graphics might be used
in off-line (at universities)
as well.
AIESEC WEBSITE POP-UP