1. SUMMARY

Our campaign will focus on the fact that “talking helps” and that in order for the Safety Line to help through talking, it needs financial donations, otherwise many children will not be able to contact the Line at all. The goal is to show people it is necessary to donate so that the Line can answer as many callers as possible. We chose YouTube as our main channel to demonstrate the problem of not reaching the Line. We will show what could happen if children don’t get through the Line. YouTube will be strongly connected with a Facebook application which will serve as a means to donate money. Facebook will link to YouTube and blog to show the visitors a “behind-the-scenes” look. At the end of every action of a visitor of each platforme, there will be a call to action to donate, i.e. a link to our Facebook app.

SUMMARY PICTURE INTEGRATED SOCIAL MEDIA CAMPAIGN SUMMARY (Max 150 words)

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2. WRITTEN SUBMISSION OF THE CAMPAIGN

Our campaign focuses on the need and benefits of talking that are brought to Safety Line’s clients. We seek to engage people by telling them that it is up to them to make a difference in the lives of those people who call the Safety Line. Otherwise the Line will not be able to cater to all those who need its help due to its financial difficulties. We decided to do this by showing on concrete examples – via YouTube videos - what would happen if potential donors do not help and, on the contrary, what would happen if they did help. The same line will appear through Facebook and a blog, where “success stories” are published. The whole „talking helps“ idea gets further publicity through Facebook hashtags .

WHAT IS YOUR SOLUTION? (Max 150 words)

HOW DOES IT WORK? (Max 150 words)

CREATIVE INSIGHT (Max 150 words)

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The campaign shows through interactive YouTube videos in which viewers can choose the way the story develops what happens when they donate money to the Safety Line (happiness and smiles) and what happens when they do not donate money (potential catastrophes). The videos are directly connected to the campaign´s Facebook page with an application that makes it possible to make a donation – and then let other people know via social media that the user „saved lives“ with their act of giving. The main line (talking helps) is further supported by hashtag initiatives, user-generated content and content strategy of a blog that shows success stories and a „behind-the-scenes“ look at the activities of the Line.

Talking helps. Although it might not look like a big deal at first, having the chance to talk about problems does make a huge difference and can potentially save lives. That is why through facilitating talking (by donating money to the Safety Line), you can actually become a “superhero” as you are the one that made it happen. The last line we will be emphasizing is the “cumulative” nature of how talking helps – because when you make it possible for the Safety Line to help through talking, it means it is helping children overcome problems big and small so that in future they will be able to face tough days more effectively.

3. THE USE OF 3 SOCIAL MEDIA PLATFORMS

-Facebook “situation-

generating” app allowing to

make a direct donation and

generating superhero

badges

- direct connection of the

app to YouTube videos

- user-generated content,

hashtag activity

- success stories, links to

the blog

Facebook

- Success stories,

examples of how the Line

helps, a place where the

stories and testimonials of

the clients of Safety Line

(those who want to) will be

published

- Also stories of the

consultants are shared

here

Blog

- 5 short interactive videos

showing people what would

happen if they donate

money and what would

happen if they do not

- emphasizing the

“superhero potential”

- connected to the

Facebook app, but also

mentioning the other ways

of donating

- shown on Seznam.cz

YouTube

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4. YouTube detail (example video storyboard )

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5. Facebook detail

6. Blog detail

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7. SUMMARY PICTURE

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