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1. What people seek on social media? Entertainment, tutorials and inspiration!
But social media also shape our culture, it's a place where everyone can express
their opinions, thoughts and believes and be actually seen.
The challenge is, that teenagers want to change the world, but they simply
don’t believe, that their own actions could have a bigger impact. Our campaign
gives them the impulse to start - small steps you take every day lead to big
results. You don’t have to be old and rich to be philanthropist!
According to the research, up to 40% of people, who have supported some
charity event, were influenced to do so by an influencer. We also know , the
kids are afraid that without money and other sources they do not have a power
to change anything.
Therefore we have decided to work with the idea of the compound effect -
daily repetitive action, no matter how small, adds up and has a cumulative
effect over time. But it also works in a way that one person inspires somebody
else and the message spreads more and more. This is where our campaign
steps in with claim: the change starts with you.
We will use the full potential of social media by creating a community, which
shares the same goal - helping others is a part of daily life. We need to target
the main group, the teenagers. But we also focus on their peers
(parents/teachers). Those are the people, who can influence them to
participate in community service.
The campaign works with overcoming the stereotype: AS A TEENAGER I'M NOT
ABLE TO MAKE A CHANGE. We know that they look up to the influencers - they
will be “message sellers”. They'll demonstrate the idea: If I can do a good deed,
you can do it too and it feels great.
Secondly, we include the communication towards parents; we show them
benefits of Dobro-druzi program for example the assitance with the execution
of the project provided by the company. We also mention the impact on
personal growth of the participant.
Where can teenagers be found? On TikTok! The platform is popular for hashtag
challenges, so let’s create one! The task is simple: MAKE SOMEONE'S LIFE
BETTER TODAY and use #DobroDruziCare, don't forget to tag a friend who has
to do it too!
The hashtag challenge will be launched by selected TIKTOKERS, who will
spread the idea MAKING GOOD FEELS GREAT. To promote the campaign the
hashtag challenge will be a contest too - the winner gets chance to meet with
the influencers.
Parents are the main role models for most of the kids, it's essential to cover
them in the campaign as well. They are more active on Instagram and
Facebook. Parent-influencers are going to communicate the main benefits of
participation in the Dobro-druzi project and passing the idea that by taking
little steps you can make big changes, which can have a positive impact on
your life and community around.
THE CHANGE
STARTS WITH YOU
TIKTOK
CHALLENGE