This campaign aims to raise funds for the Safety Line in the Czech Republic by highlighting how a small donation of 90 CZK can save a child's life. It uses social media like Pinterest, Facebook, and Twitter to spread visuals comparing everyday expenses like coffee or cigarettes to the value of a child's life. These visuals link to a microsite where users can customize how small amounts they save could be donated instead to potentially save a life through the Safety Line. The goal is to engage users and encourage donations of 90 CZK through impactful messaging and an easy donation process supported by social sharing.

1. 1.
LIFE
FOR
90
CZK
Every fourth kid can’t reach the consultant on
Safety Line. And it is just because of the service
capacity. How can it be solved? Just by adding at
5 mio. CZK per year.
What is the value of a child’s life? Can it even be
quantified?!
The insight: Of course the value of a child’s life
can’t be quantified. But what if plain 90 CZK can
literally save the child’s life?
The target audience consists of more data-
oriented users, better educated, with higher
salary, often entrepreneurs or managers. It is
smaller, but with higher donations potential. The
campaign uses currently very popular data-
journalism approach, with smart social media
networks spreading. The personalization twist
allows users to engage with the message and
share it further.
(note: the calculations may vary on the numbers
provided, we used something between approx.
75-96 CZK).
SUMMARY
PICTURE
INTEGRATED
SOCIAL
MEDIA
CAMPAIGN
SUMMARY
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2. 2.
WRITTEN
SUBMISSION
OF
THE
CAMPAIGN
The campaign uses smart and progressive
covering of the social media networks with
interesting data about the Safety Line (how
many calls it makes, how many problems it
solves, how many therapists work for it
etc.). Along with simple visuals where the
kid’s life is compared to something
perceived as non-valuable (pack of
cigarettes, 3 beers, latte from Starbucks
etc.) it creates the perception of being a
donor is quite easy and non-expensive.
The microsite allows the user to configure
what he can miss from his non-essential
consumption and how much he can spare.
User is then guided to donate the saved
amount of money to the Safety Line. The
results are generated into nice visual and
can be shared on social media.
All the visuals lead to the microsite where
user can donate.
WHAT
IS
YOUR
SOLUTION?
All visuals have the microsite link in the
description + are tagged with #lifefor90czk
(#zivotza90kc).
Pinterest
The homeplace for all the visuals and info-
graphics will be Pinterest network. It allows
quick repins and easy sharing on Facebook.
It will always contain a link to the donation
microsite, with the price information about
90 CZK. The feed is automatically put to the
microsite to praise the donators.
Facebook
Facebook is used to spread the media
content across as many users as possible.
The content generated by users on the
microsite is shared on user’s Facebook
profile via FB app to get as much attention
as possible.
Twitter
Czech Twitter users are quite influential and
such smart execution can get high reach.
Twitter mainly utilizes the #hashtag
mentioned above and links to all the visuals.
HOW
DOES
IT
WORK?
Give up a little and save a life. The
campaign works with the pure valuation of a
kid’s life. It is rough and rude on one side,
but very true on the other in terms of the
money the Safety Line is missing. And
everyone can change that by just giving
these 90 CZK to help.
By showing examples of what can be
exchanged (especially the non-essential
stuff) for a child’s life we put the users into
donating and helping. More “playful” users
can even engage more with the numbers
and create their own info-graphics to share.
CREATIVE
INSIGHT
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PINTEREST
FACEBOOK
TWITTER

4. 4.
PINTEREST
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5. 5.
FACEBOOK
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6.
TWITTER

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