Yl2014 cyber 19
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The document proposes a social media campaign to raise donations for Safety line, a helpline for children. It will use a storytelling approach to remind former Safety line users who are now young adults about the role it played in their childhood. The campaign will use three channels - a blog to build credibility, Twitter to reach influencers, and Facebook to tell the fundraising story and show how donations help. By addressing former users and sharing the story of donors who benefited from Safety line, the campaign aims to motivate people to donate and support the organization now.
Yl2014 cyber 19
- 1. 1. SUMMARY The challenge is to tell a good story in order to make people want to donate. We chose the story of the donors, as they themselves were once the children who could always call Safety line. Now they can give something back. We use three social channels, on which we keep the fundraising campaign separated from other communication in order to not worry the current children. These channels will (each in its own way) remind today’s young adults of the role Safety line played in their childhood. And since they have grown up, the roles have changed – Safety line calls them for help. The benefit of using social media is that it allows us to easily create audiences by addressing the opinion leaders (Twitter), let people become a part of our fundraising story in time (Facebook) and to gain trust and credibility needed to make an actual donation (blog). CAMPAIGN ECOSYSTEM SUMMARY OF THE CAMPAIGN YL2014_cyber_19 1
- 2. 2. WRITTEN SUBMISSION OF THE CAMPAIGN We want to remind today’s 20- or 30- somethings that, when they were kids, they always had someplace to call. Now, the situation has changed – it is the Safety line that calls for their help. To address this challenge creatively, we have developed a character who symbolizes the Safety line’s fundraising efforts. It is of course a phone, but it is also a child who once tried to stand up on its own two feet, but eventually realized it was not all that easy and now needs help. If you look closely you will even find visual resemblance with the old logo of “Our child” foundation, which will remind the used-to-be pranksters of their bad conscience and the used-to- be clients of their gratitude. It will help us get personal and emotional, without exploiting current clients. WHAT IS OUR SOLUTION? The blog is a communication hub and a seal of credibility. People will come here for donations, media for the digital PR sources. It will be linked tightly to ‘’The Club of Safety line’’. We use Twitter for creating audiences – we tweet directly to the most influential people on Czech Twitter (based on klaboseni.cz) and remind them of some detail of their childhood (easy to find online). Then we ask them to help us back by retweeting or joining the case. Facebook is where we tell the story. We start with the old commercials that will help us reach people (via sponsored stories). On our page, the phone character leads the communication – and as the fundraising efforts rise, its posts become happier, because someone is helping; much as Safety line does in real life. HOW DOES IT WORK? We believe this campaign is not about new means of communicating with people via social, as people will find a way to ignore them. Neither is it about new ways of donating, as people know how to donate and have the tools. For us, this campaign is about making people want to donate – tell them a good story they can relate to. And our story is about them, the donors. During the first 15 years, Safety line has received 8 million calls. It helped hundred thousands of children with serious problems. Back then, every child knew about the Safety line. Those children have grown up since. They have become our target donors; our “alumni”. We just need to remind them of the times when Safety line was there for them, because today, for the first time, it is us who needs their help. CREATIVE INSIGHT YL2014_cyber_19 2
- 3. 3. THE USE OF 3 SOCIAL MEDIA PLATFORMS BLOG FOR CREDIBILITY & PR FACEBOOK TELLS THE STORYTOP USERS REACH AUDIENCE YL2014_cyber_19 3
- 4. 4. BLOG – THE HUB OF CAMPAIGN YL2014_cyber_19 4
- 5. 5. TWITTER – REACHING AUDIENCE YL2014_cyber_19 5
- 6. 6. FACEBOOK – TELLING THE STORY YL2014_cyber_19 6
- 7. 7. SUMMARY PICTURE YL2014_cyber_team number 7