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1. Staňte se vypravěčem příbehů s happy endem
Vyprávěj
Pomůžeme vám v boji proti nekalému jednání, nepravostem na pracovišti, plýtvání veřejnými
prostředky nebo ochrane životního prostředí. Nejste na to sami.
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příběhů s happy endem. Ozveme se vám
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Vypravěčka Lucie a její příběh o znečištěné řece
„Lucie je svědkem znečišťování místní řeky odpadem.
Má o tom vyprávět dál, nebo raději pomlčet?”
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Campaign summary
Whistleblowing is an unknown concept for 71 % of survey respondents.
Havingexplained the term, the perception of whistleblowing is mostly
positive. Yet, people are hesitant to become whistleblowers due to their
fear of being punished for speaking up, lack of protection, or follow
up information. If the wider public understands the importance of
whistleblowers, consequently active citizens will be encouraged to speak
out. Especially if they understand they can rely on piskamfauly.cz - free
and confidential legal support. The current term „oznamovatel“ is rath-
er informal and cold. Moreover, it could be connected to negatively
perceived terms „udavač“, or „bonzák“. Thus, we introduce a new term
without cultural baggage – „vypravěč“. We aim to enhance people’s
awareness of whistleblowing by telling a series of stories everyone can
relate to. It is up to each one of us to decide how the stories end.
Creative insight
The public often tolerates minor issues until they are directly affected
by them. Thus, we need to present issues people perceive as most
important to get them involved. According to data from Behavio these are
mainly environment and healthcare-related issues. Whistleblowing should
be perceived as freedom of expression and a sign of social contribution.
Once the public is on board with supporting whistleblowing, the interest
of active players should follow.
Solution
As a result, we use storytelling to introduce the environment and
healthcare-related issues everyone can relate to. Our first story draws
attention to river pollution. Now Czechs are likely to value the natural
heritage more than ever as they have just learnt travelling abroad may
not be an option. Our campaign is unified by hope in the good story ends
(#verimvhappyend) as it is never too late to find the courage to become
a whistleblower or encourage others to do so by showing them our
support. We also assure all potential whistleblowers that piskamfauly.cz
never lets them down if they decide to speak up. We launch the campaign
on YouTube to increase awareness of whistleblowing incorporating
a new term „vypravěč“. Simultaneously, we recruit whistleblowers telling
relatable stories so that when the viewer is drawn into the story, we offer
them the means to make a real impact.
How does it work?
YouTube interactive stories start with CTA: „You have 15 seconds to rewrite
this story“. The viewer can influence others to make the right decision,
and watch the video happy end on piskamfauly.cz website. Afterwards,
we encourage them to become „vypravěč“ too. Otherwise, the time runs
out and 1 fact about whistleblowers appears to right common disbeliefs.
Piskamfauly.cz website – transparent guide about whistleblowing with
the focus on inspiring whistleblowers, legal protection means, and con-
sultancy form. We also embed Instagram feed to show real-time public
support of whistleblowing.
On Instagram, we rely on people’s desire to become a part of positive
movements to enhance their image or karma. Thus, there is also poten-
tial for pro bono influencers‘ endorsement. We introduce short stories
that could have ended badly hadn’t there been a whistleblower whose
voice was heard. We also encourage creation of UGC via filters with rising
headphones to showcase whistleblowers are heard.
53 % lidí ocení vaši pomoc
Změna společnosti začíná u jednotlivce
Zjistit více
Vyprávěj
Nedelej nic
„Odvaha vypravěče zlepšila život nás všech.”
#verimvhappyend