1. SUMMARY

Picture/scheme describing the campaign

(the same as slide 7)

SUMMARY PICTURE INTEGRATED SOCIAL MEDIA CAMPAIGNSUMMARY

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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. 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. THE USE OF 3 SOCIAL MEDIA PLATFORMS

INTERACTIVE WEBSITE TWITTERFACEBOOK

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HLAVNÍ MEDIÁLNÍ PARTNER

4. INTERACTIVE WEB detail

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HLAVNÍ MEDIÁLNÍ PARTNER

5. FACEBOOK detail

• The use of social media - picture

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6. TWITTER detail

• The use of social media - picture

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