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AWARENESS DISCUSSION EMOTIONS

MYTHBUSTING THROUGH AUTENTICITY

HOW MUCH DOES „THANK YOU“ COST?

„We help on many places.“ „We help effectively.“ „We help for real.“

„AND LOCALS APPRECIATE IT.“

You got to do something to hear someonesay „thank you“.

PIN hears „thank you“ a lot.

Because these people invest their time to other people.

This campaign is about real people and projects that help them. And will help themin future.

If you see the local`s attitude towards PIN, you don`t care about myths anymore.

SUMMARYPICTURE

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1. SUMMARY

2. WRITTEN SUBMISSION OF THE CAMPAIGN

How much does „thank you“ cost?

We show locals saying „thank you“ for the help the developmentcooperation brought thempersonaly. Together with their story we show the time investmentrequiredby the project.

In communication we emphasisesustainable projects representingrather investment to humanresources which can furthercontribute in the communitydevelopment.

We know it`s important to build a school, but we beleive it`s more important to make great teachers.

SOLUTION

We turn the locals to ambassadorsof finishedprojects and comparethe investment to the progress itbrought to the community.

Campaign has three levels:

Gain maximal awarness throughemotions – YouTube pre-rolls

Provoke debate through definitearguments. – Facebook posts

Bring the topic near throughauthentic and unique content fromthe area of interest. – Instagramcreated by locals.

HOW DOES IT WORK?

According to the survey, people in CZ are willing to help, but they are unsure the aid come to the rightplaces. We in PIN know it doest. Weare there, we meet the people, wesee the results.

„You know you`ve done a greatwork when people thank you for it“

We see that the locals are glad and thankfull and we also know the workbehind their reactions.

We beleive that if we show theresults and the help it brought, people can consider the mythsthemeselves pointless.

In this way we want our audience to ask themselves a simple question:

CREATIVE INSIGHT

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3. THE USE OF 3 SOCIAL MEDIA PLATFORMS

Role:Maximize reach of the campaing in relevant TG in order to gain awarness.

Solution:a) Paid pre-rolls and bumpers -

showing real people thanking forhelp by PIN

b) Videos connected to detailedstories of finished projects

Media:Expected reach in TG: 100 000Budget: 30 000 CZK

Role:Bring the topic closer to our audience and give them raw, realistic view ofreality in the countries of our interest. Showing things that have been alreadyachieved and also the need of furtherdevelopment.

Solution:a) The content will be created by

people in villages where PIN works. We show the world through theireyes in order to be as realistic as possible.

b) Each content creator will beintroduced in line with ourcommunication in the beggining.

Role: Reach precisely targeted audiencesfrom TG, provoke discussion and gaining audiences for further use.

Solution:a) Promoted wall-posts and videos

based on campaign idea leadingaudience to information aboutfinished projects on website.

b) Active communication with fans

Media:Expected reach in TG: 320 000 Budget: 20 000 CZK

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YOUTUBE INSTAGRAMFACEBOOK


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Script (for ilustration):Title and VO: How much does „Thankyou“ cost?

Face of a teacher who says „Thankyou“ and title: „12 months of teacher`seducation“

Face of a mother with a newborn childwho says: „Thank you“ and title: „2 months training midwives.“

Face of kid drinking water: „Thankyou“ and title: giving tools for digingwill.“

Explore more stories. People in Need


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“Thanks to PIN my baby was born safe and healthy.”Find out how we help women to give birth safely on www.rozvojovka.cz/miminka

“Lettuce grows big in Sudan and my family loves it.”Find out how we help farmers to get new crops on www.rozvojovka.cz/salat


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That`s my daddy. He just harvested a dinner for us. Yummy. #KolikStojiDiky*

*umbrella hashtag

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