YoungCYBERLions2016INTEGRATEDSOCIALMEDIACAMPAIGN

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1.SUMMARY

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We created a hashtag #knowledgethathelps and asked people to help us spread such knowledge, debunking myths and presenting true facts regarding development aid projects. In exchange for every post with one of these facts, tagged #knowledgethathelps, our donors will give 10 CZK to help Člověk v tísni spread #knowledgethathelps beyond the reach of social media – in developing countries.

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Providing development aid means providing #knowledgethathelps.

To prove it and reach as many people from our target audience as possible, we will give them an opportunity to become our ambassadors and spread truthful information.

As a motivation, we will ask our donors to participate by contributing 10 CZK for every post containing our message, tagged #knowledgethathelps. The money raised during campaign will be used to further support development aid projects.

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We will create a landing page on the website rozvojovka.cz, explaining the real purpose of development aid projects and debunking the common myths.

This page will also contain a set of clear statements about development aid projects, shareable on Facebook and Twitter. Every share, tweet and retweet containing hashtag #knowledgethathelps, is worth 10 CZK from our donors.

The more people share, the more money we will raise to spread #knowledgethathelps in developing countries.

Subsequently, we use our own social media to promote the activity.

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People in Czech Republic are not opposed to donating money for a good cause, but when it comes to development aid projects, many consider them “just” as humanitarian aid – reduced to giving material supply to people in need and therefore inefficient.

That’s why we need to show them what development aid actually stands for – and give them a reason to participate, since helping is a strong motivation to share information.

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