1. 1. SUMMARY
In its 20 year history the Safety line has
helped around 2 million children. Who
else could know more about the
importance of the Line if not former
callers? We ask them to donate but
more importantly to share the message
about their personal experience and the
Safety Line's current financial situation.
We create a "Former Callers Network"
on Facebook as main Social Media of
our campaign. Clients who want to
share their whole story to inspire or
persuade others have the opportunity
to do so on a blogging platform/
YouTube.
SUMMARY PICTURE INTEGRATED SOCIAL MEDIA CAMPAIGN
SUMMARY
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2. 2. WRITTEN SUBMISSION OF THE CAMPAIGN
We ask Safety line former callers to donate and start sharing the message – we had been helped and now
it's the Safety line who needs help to provide such a service. We are creating a network of people that will
tell everybody around that once they needed help and they called, asked for it and got it. We are creating
a "Former Callers Network". Due to word of mouth effect, the friends of callers will be more persuaded,
that the line is very meaningful. The callers will participate because there is nothing to be ashamed of and
they know it. On the contrary they can be proud of it, because they got over the tough times.
WHAT IS YOUR SOLUTION?
We are communicating to a bigger audience at first, but focusing to reach as many former "clients" as
possible. We use Facebook as main social media channel in our campaign. Network will be made from
current Facebook page of Safety line. There we will ask the users to share the message. Because more than
2 millions people used the Safety line so far, the probability of finding members is pretty high. As people
will see how many former callers they know, they will fully realize the importance of the service. Since
some clients will want to share the whole story, we use blog platform and YouTube to strengthen the
message even more. Past callers can be found everywhere, so we will use LinkedIn users as well. They are
relevant and will understand the problem really quick and donate easier.
HOW DOES IT WORK?
In its 20 year history the Safety line has helped around 2 million children. Most of them are grown up by
now. They talked with them about different issues and tried to help them as best as they could. Who else
could know more about the importance of the Line if not former callers? What they maybe don't know is
the fact that their past advisor needs help.
CREATIVE INSIGHT
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3. 3. THE USE OF 3 SOCIAL MEDIA PLATFORMS
SOCIAL
PLATFORM
1
SOCIAL
PLATFORM
3
SOCIAL
PLATFORM
2
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4. 4. PLATFORM 1 - detail
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- main platform
- building network
- communicating simple message
- Donators influenced directly by the people
they know

5. 5. PLATFORM 2 - detail
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- we make content for social media
- real stories of the clients.
- deeper story telling

6. 6. PLATFORM 3 - detail
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- former clients among users as well
- they can put Safety Line into Experience
- media for professional purpose - more likely
to donate

7. 7. SUMMARY PICTURE
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20 years of Safety line =
around 2 mil. “clients”
1. We use
Facebook to find
some of them 2. We ask them
to spread our
message
3. To reach more
clients
4. To raise
awareness in
public
5. We let them tell
their whole story
via other platforms
Donation