1. The campaign will use an integrated social media strategy across Facebook, YouTube, and Foursquare to raise awareness about the importance of answering calls to emergency helplines. 2. On Facebook, the campaign will create a page called "When the line is busy" to share funny posts, memes and videos showing people's frustration with busy lines. Users will be encouraged to upload similar videos to a contest on YouTube. 3. The winning videos will be used to create an engaging viral video with a surprising ending that promotes donating to emergency helplines. Foursquare will then launch check-in points and a badge/reward system to further engage people.