This document proposes a marketing campaign to raise awareness and funds for a children's safety organization in the Czech Republic. The campaign would first create an edgy humor Facebook page to attract a large audience. Then it would reveal the true purpose of supporting the safety organization and encourage donations via Facebook ads and a crowdfunding platform. The goal is to use shocking humor to draw attention, then generate empathy and donations by exposing the real issues children face without the organization's help. The campaign would leverage three social media platforms - Facebook for the initial page, crowdfunding sites for donations, and Foursquare for surprising location-based tips.

1. 1. SUMMARY – Safety Line on the Edge
Nasty, rude and black humor is hugely
popular among Czech people on the
internet. Pages like Mártyho frky, Opráski
sčeskí historje, Kompost.cz and others
rock across (social) media. Our concept
rides this wave of cynicism. First, we will
create a new Facebook page named “Dej
si facku” (“Slap yourself” – a typical
Czech bullying phrase) where we’ll show
kid’s issues in spitefully funny way to
attract masses and create buzz like it did
for the examples above. Once we’ve built
a strong community, that enjoys our edgy
humor and gained enough attention from
both public and media, we’ll give them all
a cold shower with a very personal bulling
experience via our unique app. So
everyone gets the importance of Safety
Line for children. The whole campaign
leads to and collects money via social
crowdfunding (Facebook direct donate
ads and HitHit.com).
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2. 2. WRITTEN SUBMISSION OF THE CAMPAIGN
Our solution uses Trojan horse
strategy followed up by the moment
of surprise. We will create a popular
Facebook profile with edgy yet funny
content, which will marginalize our
topic to make it even more resonate
afterwards.
Tools:
- FB content strategy
- Unique FB app
- Social hack on Foursquare
- Social fundraising: Donate now ads
and HitHit.com
SOLUTION
The campaign aims to shock it`s
audience and use the engagement to
collect money for “Klub linky v
bezpečí.” The guerrilla part engages
with users by posting unexpected
content and is combined with serious
campaign featuring new format
“Donate now” of FB ads. After 1
month of guerrilla communication
we’ll reveal the true message behind
our page and show off terrible
situations kids have to go through
every day without having anyone to
help them, but the Safety Line. At
that moment we start final
fundraising campaign at HitHit.com,
where we explain all the Safety Line
problems and ask for the real help.
People, deeply affected by the
stories and their own curious
experience, shall be willing to help.
HOW DOES IT WORK?
Instead of creating another average,
serious charity campaign based on
emotions and solidarity, we’ve
decided to use edgy and slightly
offensive black humor to draw
people's attention to our cause. This
will not only attract those, who are
used to donate, but also whole bunch
of new donors. Our campaign is built
around 3 important elements:
cynicism, which is so typical for
Czechs, contrast between pity and
maliciousness and moment of shame,
which will arrive immediately after
revealing the true purpose of our
Facebook guerrilla page.
CREATIVE INSIGHT
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3. 3. THE USE OF 3 SOCIAL MEDIA PLATFORMS
Facebook
(Edgy communication, Bullying app)
Social crowdfunding
(HitHit.com, Donate now FB ads)
Foursquare
(Shocking tips)
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7. 7. SUMMARY PICTURE
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