The campaign aimed to increase donors for a Safety Line by appealing to people's sense of responsibility and morality, not negative emotions. It used Facebook to introduce people to the Safety Line, YouTube for people to experience being a Safety Line operator, and HitHit for crowdfunding. Through targeted Facebook ads and creative content on the three platforms, the campaign effectively communicated the importance of donor support and turned people into regular donors.

1. 1.
SUMMARY
–
TODAY
WE
CALL
YOU
In
the
campaign
we
decided
to
avoid
using
anything
that
could
possibly
bring
emoGons
like
fear,
anger
or
piKy.
What
we
wanted
was
to
look
for
responsibility
and
sense
of
morality.
We
aimed
to
solve
the
main
problem,
as
we
saw
it,
–
lack
of
donors
–
so
every
child
in
need
could
reach
us
in
Gme,
therefore:
„TODAY
WE
CALL
YOU“.
The
campaign
was
based
on
a
simple
call
to
acGon:
we
appealed
on
people
to
accept
our
call.
The
whole
campaign
environment
was
built
on
three
pillars:
MEET,
EXPERIENCE
and
SUPPORT
the
Safety
Line.
The
main
goal
was
to
turn
people
into
regular
donors
and
make
them
understand
the
real
value
of
Safety
Line.
THE
IDEA
What
was
it
all
about?
YL2014_cyber_18
1

2. 2.
WRITTEN
SUBMISSION
OF
THE
CAMPAIGN
We
used
Facebook
in
the
first
pillar
to
let
people
meet
the
Safety
Line,
YouTube
in
the
second
to
let
them
experience
it
and
HitHit
in
the
third
where
they
could
support
it.
On
Facebook,
our
main
channel,
we
created
a
page
dedicated
to
Safety
Line
Club.
Facebook
Ads
helped
us
to
get
our
message
to
relevant
audience
by
using
CRM
data.
We
created
an
aplicaGon
to
show
how
to
donate
and
what
was
the
real
value
of
donaGon
and
an
iteracGve
cover
photo
showing
how
many
calls
we
could
answer
thanks
to
the
donaGons.
On
YouTube
we
created
a
Safety
Line
simulator
where
users
could
experience
what
it
was
like
to
work
on
Safety
Line
and
how
important
it
was.
On
HitHit
we
started
a
crowdfounding
campaign
which
showed
what
the
Safety
Line
costs
for
one
day
really
were
and
we
used
this
campaign
for
further
PR
acGviGes.
WHAT
WAS
OUR
SOLUTION?
By
efficiently
targeted
Facebook
Ads
we
reached
the
relevant
Facebook
users
and
turned
them
into
regular
donors.
We
communicated
the
basic
facts
in
a
simple
way
to
be
easy
to
understand
and
share.
The
appeal
on
responsibility
and
sense
of
morality
was
implemented
into
the
main
claim
–
„WE
CALL
YOU“
–
to
make
people
understand
they
should
be
part
of
the
Safety
Line.
They
got
an
oportunity
to
experience
the
work
of
a
Safety
Line
operator
on
YouTube.
The
effecGvity
was
also
boosted
by
adverGsing
which
helped
us
increase
the
awareness
of
the
importance
of
Safety
Line.
Besides
we
received
donaGons,
contacts
and
media
coverage
from
crowdfounding
campaign
on
HitHit
Users
who
donated
more
than
250
Kč
got
a
Thank-­‐you
badge
as
a
reminder
of
that
what
they
did
was
good.
HOW
DID
IT
WORK?
The
creaGve
idea
was
based
on
a
simple
fact
that
everybody
knew
the
basics
about
Safety
Line,
so
there
was
no
need
to
explain
in
detail,
what
it
actually
did.
At
the
moment,
it
was
much
more
important
to
let
people
know
about
where
the
money
to
maintain
the
Safety
Line
came
from
and
that
it
would
be
really
helpful
if
they
became
a
part
of
this.
And
here
appeared
the
fundamental
idea
of
the
Safety
Line
(„Call
us“),
just
turned
upside
down
–
„TODAY
WE
CALL
YOU“.
Basically,
what
we
said
was:
„Yes,
we
do
need
your
help
and
we
are
not
ashamed
of
that.„
CREATIVE
INSIGHT
YL2014_cyber_18
2

3. 3.
THE
USE
OF
3
SOCIAL
MEDIA
PLATFORMS
FACEBOOK
MEET
THE
SAFETY
LINE
HITHIT
SUPPORT
THE
SAFETY
LINE
YOUTUBE
EXPERIENCE
THE
SAFETY
LINE
YL2014_cyber_18
3

4. YL2014_cyber_18
4
4.
FACEBOOK
–
detail

5. YL2014_cyber_18
5
5.
YOUTUBE
–
detail

6. YL2014_cyber_18
6
6.
HITHIT
–
detail

7. YL2014_cyber_18
7
7.
SUMMARY
PICTURE