The campaign uses social media platforms like Facebook, Instagram and Pinterest to raise awareness of the challenges faced by children who contact a helpline service. It does this by creating fictional social media profiles for four imaginary children who could potentially call the helpline, and posting unfiltered, sad or disturbing content to those profiles that depict their real life struggles with issues like bullying, abuse, or dysfunctional family situations. The profiles and their posts are meant to shock users and disrupt the typically positive or idealized content shared on social media, bringing to light issues that children in need may experience but not share publicly. The campaign aims to generate donations to help ensure all children who need help are able to access helpline services.

1. Young Lions 2014
Category Cyber
INTEGRATED SOCIAL MEDIA
CAMPAIGN
TEMPLATE of your
Do not mention the name of your team. Use

2. 1. SUMMARY
In social media we share the small things that don’t
really matter. Tasty lunch, new outfit, our cute dog.
But the important stuff some of us never document
and post. Bruises, tears, quarreling parents. These are
the ugly truths of some less lucky ones. Campaign
named #UglyTruth presents how profiles on social
sites of potential callers to Linka Bezpečí would look
like, if these kids would share their real life. Campaign
is executed through microsite where complete stories
will be told. Each story is presented in the short video
which will show posts from the kid’s „real” Facebook,
Instagram photos and pictures on Pinterest. Each kid
has a different story (bullying, suicidal tendencies,
abuse, dysfunctional relationships). By presenting
four different stories we underline the lottery
principle where only one of the children will reach
Linka Bezpečí. Which one? Increase chances for all,
donate. Money will be gathered on microsite
(www.uglytruth.cz).
SUMMARY PICTURE INTEGRATED SOCIAL MEDIA CAMPAIGN
SUMMARY (Max 150 words)
YL2014_cyber_20 1

3. 2. WRITTEN SUBMISSION OF THE CAMPAIGN
On selected social platforms which are
highly attended by our target group we will
upload photos which shock or surprise the
audience. Thirty years old woman is looking
on Pinterest for inspiration how to decorate
children’s room and she will discover scary
photos of rooms, where live kids who need
a help. Each post and photos on all
channels will use #UglyTruth and link to
microsite. Central hub will be the microsite
which will give comprehensive picture of
the whole story of each imaginative child.
There we will emphasize the lottery of who
will reach Linka Bezpečí and who won’t and
the sad consequences which one missed
call might have. In each post and in all
pictures with #UglyTruth we encourage
people to donate money, so the capacity of
employees can be increased and every call
can be answered.
WHAT IS YOUR SOLUTION?
(Max 150 words)
We use Facebook, Instagram and Pinterest
because our target group uses them for
different purposes. Created Facebook page
called #UglyTruth will show posts from real
life of four kids. Each post will contain
photo, video etc. with text: What Magda
would never post on Facebook or say it to
you. #UglyTruth She might say it to us if she
will be the lucky fourth. Increase her
chance, donate (link to microsite). On
Instagram we create four accounts and on
behalf of imaginative Pavel, Magda,
Martina and Jakub and we post sad but
realistic pictures from their everyday life
with #nofilter #uglytruth. On Pinterest will
be photos showing for example „DYI
kitchen decoration” (empty beer bottles
everywhere) using #UglyTruth and link.
Each complete story will be in video on
microsite (www.uglytruth.cz), where you
can also donate. Site is branded by Linka
Bezpečí logo and Seznam.cz logo. Outgoing
materials contain #UglyTruth.
HOW DOES WILL WORK?
(Max 150 words)
In social media we share most of the time
how we look good, our adventures, our
success. Everyone is perfect on their social
profile, but what about real life of kids who
decide to call to Linka Bezpečí? They might
have share posts and pictures that others
should see but they never will. Through
pictures and posts of four imaginative kids
– potential callers to Linka Bezpečí, we
want to disrupt the idealistic environment
of Pinterest and Instagram where only sexy
selfies, beautiful homes and happy
moments are shared. We want to show
that #tastylunch for someone is just a slice
of bread and „DYI children’s room” could
be mattress on the floor in the room with
bare walls. Facebook posts will show „what
Martina would never post on Facebook or
say it to you”. On different social channels
we want to shock people with this hidden
reality.
CREATIVE INSIGHT
(Max 150 words)
YL2014_cyber_20 2

4. 3. THE USE OF 3 SOCIAL MEDIA PLATFORMS
SOCIAL PLATFORM 1
(PICTURE)
SOCIAL PLATFORM 3
(PICTURE)
SOCIAL PLATFORM 2
(PICTURE)
YL2014_cyber_20 3

5. 4. PLATFORM 1 detail
YL2014_cyber_20 4

6. 5. PLATFORM 2 detail
YL2014_cyber_20 5

7. 6. PLATFORM 3 detail
YL2014_cyber_20 6

8. 7. SUMMARY PICTURE
YL2014_cyber_20 8