The document proposes a social media fundraising campaign for the Safety Line organization that uses humor and entertainment to gain attention and support. It suggests a three step approach: 1) Entertain users and gain their attention by posting amusing content about living life at only 25%, 2) Reveal that the campaign is supporting Safety Line and show how donations can help, 3) Direct users to the fundraising page. The campaign would utilize quizzes on Facebook, tweets about ridiculous quartered objects on Twitter, and Instagram posts showing the difficulties of living on only a quarter of normal resources to engage users before explaining the real purpose of supporting Safety Line.

1. 1. SUMMARY
Performing the fundraising campaigns on social
media becomes difficult these days. On one hand,
there is a lack of interest in charity among the the
users, and many project asking them for donation on
the other hand.
However, people use social media to have fun there.
For having their attention, we suggest giving them
content which would keep them entertained at first,
instead of sharing touching stories and asking them
for donations right from the beginning.
There are three steps in our campaign to get the
funds needed for Safety Line proper run:
1) Entertain them and get their attention
2) Show them that they can help
3) Bring them to fundraising page
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2. 2. WRITTEN SUBMISSION OF THE CAMPAIGN
We will explain the main message by
doing the exact opposite. A fictional
person who lives their life at 25%
(literally) shares daily experience on
Instagram, making quarter-based
quizzes on Facebook and tweeting
photos of quartered object on Twitter.
And obviously, quartering is often
ridiculous.
After gaining sufficient audience, we
will reveal that this person’s project is
Safety Line campaign. Shared content
will change in order to explain funding
problems and to better promote the
message of the campaign (e. g. by
sharing the behind the scenes stories of
Safety Line). The original content will
continue, keeping audience's attention,
however, it will be more connected with
the Safety Line's funding campaign.
The goal is to achieve a high rate of
engagement and organic reach through
entertainment - to make complicated
topics interesting for everyone.
WHAT IS THE SOLUTION?
Facebook: The basic principle is a quiz
game: What object is shown on the
picture? Only one quarter of the picture
is clear, the rest is blurred.
Twitter: The campaign is based on a
picture series of things that are useless
when quartered, e. g. quartered
headphones. We will also ask users that
mentioned any kind of amount in their
tweets whether one fourth wouldn’t be
enough.
Instagram: We will post photos of
someone who tries to live by a fourth of
usual speed, e. g. driving 30 kph on a
highway, reaching the second floor with
an elevator when heading to 8th floor. It
will be obvious, that living the life at
25% makes it difficult and ineffective.
After gaining attention, it will be perfect
time to reveal the truth about
quartering and lead the audience to the
fundraising webpage.
HOW DOES IT WORK?
Every day we experience a simple fact -
one quarter is not enough in all
situations. Especially when somebody
needs help. On real situations we will
explain that only one children of four in
need can get help from Safety Line. And
that is simply not enough.
It is difficult to aim the proper audience.
Social media users are loosing their
interest of fundraising campaigns since
there is a lot of those last days.
The goal is to create campaign that can
reach a large amount of social media
users across that wide target group.
And we definitely have to tell these
groups of users that one quarter is not
enough in an original and specific way
in order to catch and keep their
attention.
CREATIVE INSIGHT
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3. 3. THE USE OF 3 SOCIAL MEDIA PLATFORMS
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FACEBOOK TWITTER INSTAGRAM

4. 4. FACEBOOK
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5. 5. TWITTER
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6. 6. INSTAGRAM
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