1. 1. SUMMARY
Picture/scheme describing the campaign
(the same as slide 7)
SUMMARY PICTURE INTEGRATED SOCIAL MEDIA CAMPAIGN
SUMMARY
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Due to the steadily increasing presence of non-
profit organizations in CZ the overall public trust
and confidence in charities is getting extremely
low. Accordingly, there is a vital need of finding
an innovative solution, providing credibility to
Linka Bezpeci organization, underpinning the
two key objectives; raise the organization
awareness and funds (5 million CZK). The core of
our integrated social media campaign ‘GIVE
CHILDREN IN NEED TIME TO LIVE’ is based upon
the existing website upgraded via direct
connection through new corporate social
profiles. The key purpose of these SM profiles is
to direct potential donators to the website and
donate. In order to obtain the best possible
shareable outcome we launch the campaign via
emotional video, based on the topic of the
campaign. Through this video we contact the SM
users, having strong affiliation, using the email
database provided by 02 Think Big, which
supports young people in charitable activities.
2. 2. WRITTEN SUBMISSION OF THE CAMPAIGN
By incorporating the Interactive Timeline
on website based on the campaign goals,
directly linked to other SM platforms, we
provide the possibility to share information
about the donations online in public. Every
donor (individual or organization) will have
the opportunity to appear on the
interactive timeline and simultaneously
publish the activity (donation) further. This
sharing possibilities will obtain the needed
promotion, which will definitely result in
the rise of the Linka Bezpeci awareness.
Besides that, by showing the given time to
children from donators, we provide full
transparency in real time.By utilizing a
notification system, which will appear on
the SM profiles of each registered donors, it
will potentially provide long-term inflow of
donations. Plus since the friends of
donators can see their activities, we can
reach them as well. Website activities will
be used to create the content of SM
profiles; inforgraphics, statistics,
motivational posts, continuous
improvement, etc.
WHAT IS YOUR SOLUTION?
Firstly, we kick of the campaign by sending
the emotional video to the SM users
through the email database of 02 Think Big
(Facebook and Twitter custom audiences).
These users with strong affiliation in
charities, will be potentially involved in the
campaign and therefore they will share the
content. There is a huge potential of initial
engagement interaction of these targeted
users and their friends. This interaction
starts the ‘snowball effect’, based on the
sharing possibilities and constant
notification service. Via sharing and
notification we bring existing and new
potential donors to the website where they
can donate. Here, we utilise an interactive
timeline (graph) in order to show the
transparent goal of the campaign in real
time and simultaneously motivate existing
and potential donor by clear digital count
down. Each donator can choose whether to
show his donation activity in the interactive
web timeline or to be anonymous.
HOW DOES WILL WORK?CREATIVE INSIGHT
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Since, it was estimated that due to the lack
of staff capacity of Linka Bezpeci, only
every 4th child can reach the helpline to
speak about his problem the whole
campaign is based on the idea of giving
time. Donors are not giving just money but
‘real’ time that will allow children to speak
with consultants about their problems. We
have measured that 35 CZK equals
approximately 3 minutes of
communication, therefore the donators can
see the real impact of his donation and thus
how this activity contributed to the whole
campaign’s goal.Since, emotions plays
significant role in human behavior, we
strongly believe, that this approach where
we offer something intangible, like time to
children in need to speak, it might have
high impact on potential donors decision-
making processes and activity sharing. In
addition, the opportunity to share such
admirable information might potentially
result in higher participation.
3. 3. THE USE OF 3 SOCIAL MEDIA PLATFORMS
INTERACTIVE WEBSITE TWITTERFACEBOOK
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HLAVNÍ MEDIÁLNÍ PARTNER
