1. The organization aims to raise 5 million CZK to fully fund the Linka bezpeci helpline by developing a Klub linky v bezpeci subscription club. 2. The club would focus on recruiting individual donors through a simple regular donation model to create long-term relationships and show donors how their donations directly help children. 3. An integrated social media campaign using Klublinkyvbezpeci.cz, Stream.cz, and Facebook would spread awareness of the club and Linka bezpeci's funding needs, and recognize donors for their subscriptions.

1. Our goal is to reinstate full traffic of Linka
bezpeci by making 5 million CZK.
We decided to raise this amount by developing
the idea of Klub linky v bezpeci which doesn’t
have character of a club so far.
Within the club, we are going to focus on
individual donors. Currently there is a lack of
them and they are anonymous. They do not have
any incentive to become a regular donor.
!
We came up with the idea of subscription
model club which makes donors feel exclusive.
!
The club is based on regular donation which is
super easy to make, long-term relations and
shows how exactly money helps.
SUMMARY PICTURE
1. Summary
INTEGRATED SOCIAL MEDIA
CAMPAIGN SUMMARY
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2. CREATIVE INSIGHT
KLUBLINKYVBECZPECI.CZ
Strengthen the microsite
klublinkyvbezpeci.cz by informing
about Linka bezpeci safety plan.
Recruiting subscribers.
Make a donation as simple as possible.
STREAM.CZ
The message of saving Linka bezpeci
will be carried by subtitles embedded
into opinion leaders videos.
The message will spread.
FACEBOOK/LINKABEZPECI
We support virtual profiles of our
subscribers.
Towards the subscribers we
communicate the main message and
exclusivity of the concept.
The subscription of 350 CZK
donation per month, 4200 CZK
annually, will help 43 children a year
solve their problems. Our goal is to
gain at least 1191 subscribers a year
by campaign to raise 5 000 000 CZK.
It means help for one year. But more
subscribers we get, the more we can
help.
In return for joining membership, we
offer to show members virtual
profile, we tell their real stories
behind and give them digital
shareable donation mark. We even
plan to thank them for their help by
personal message distributed by
remarketing codes in our partnership
media space.
SOLUTION HOW DOES WILL WORK?
The Klub linky v
bezpeci
membership
subscribers.
Who? Subscription fee
will help to pay for
always available
line.
What?
Donors trust
the
organization.
The donation
procedure is
simple.
Why?
Subscription of the long-
term membership enable
to be part of the club.
How?YL2014_cyber_team number_4
2. Written Submission of the Campaign
People are
unaware Linka
bezpeci is in
danger.
Let’s save Linka
bezpeci
together.

3. KLUBLINKYVBEZPECI.CZ STREAM.CZ FACEBOOK
1191 virtual personalized profiles
350 CZK month / each
1 interactive wall
We allow people to see their help in a real
time and join the club easily. There is a
united fee to participate, the only
condition to join. No club cards, no
limitations.
The power of microsite is:
Strong content, deanonymization of
subscribers, and connectivity.
People are watching regularly their favorite
shows of opinion leaders on Stream.cz and
know what they get. But what if we disturb
them?
We are going to install unrelated subtitles,
which appears suddenly in videos. They tell a
disturbing story about some danger around.
In the end you will finally get the message
that Linka bezpeci is the one in danger and
you can simply be a part of their saving plan.
People are willing to tell other people that
there is a meaningful project they
participate in. We decided to raise the
awareness of the campaign by letting our
donators share after their subscription a bit
mysterious Facebook notifications on
their profiles about helping children,
nudging their Facebook friends to find out
more.
On our Facebook profile we will launch an
interactive tab which shows straightly how
many children were helped already by
getting advice thanks to donations and how
many more donations are needed.
YL2014_cyber_team number_4
3. The Use of Social Media Platforms

4. 4. Klublinkyvbezpeci.cz Detail
This is Jana. She
loves to help
children. She’s been
subscribing our
club since April
2014.
1191 virtual personalized profiles
350 CZK month / each
1 interactive wall
We allow people to see their help in
a real time and join the club easily.
There is a united fee to participate,
the only condition to join. No club
cards, no limitations.
The power of microsite is also in:
Strong content, deanonymization
of subscribers, and connectivity.
YL2014_cyber_team number_4

5. 5. Stream.cz Detail
People are watching their favorite
shows of opinion leaders on
Stream.cz regularly and know
what they get. But what if we
disturb them?
We are going to install unrelated
subtitles, which appears suddenly
in videos. They tell a disturbing
story about some danger around.
In the end you will finally get the
message that Linka bezpeci is the
one in danger and you can simply
be a part of their saving plan.
YL2014_cyber_team number_4

6. 6. Facebook/LinkaBezpeci Detail
People are willing to tell other people that
there is a meaningful project they
participate in. We decided to raise the
awareness of the campaign by letting our
donators share after their subscription a bit
mysterious Facebook notifications on
their profiles about helping children,
nudging their Facebook friends to find out
more.
On our Facebook profile we will launch an
interactive tab which shows straightly how
many children were helped already by
getting advice thanks to donations and how
many more donations are needed.
YL2014_cyber_team number_4

7. 7. Summary Picture