1.  LIFE  FOR  90  CZK  

Every fourth kid can’t reach the consultant on Safety Line. And it is just because of the service capacity. How can it be solved? Just by adding at 5 mio. CZK per year. What is the value of a child’s life? Can it even be quantified?! The insight: Of course the value of a child’s life can’t be quantified. But what if plain 90 CZK can literally save the child’s life? The target audience consists of more data-oriented users, better educated, with higher salary, often entrepreneurs or managers. It is smaller, but with higher donations potential. The campaign uses currently very popular data-journalism approach, with smart social media networks spreading. The personalization twist allows users to engage with the message and share it further. (note: the calculations may vary on the numbers provided, we used something between approx. 75-96 CZK).

SUMMARY  PICTURE   INTEGRATED  SOCIAL  MEDIA  CAMPAIGN  SUMMARY  

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2.  WRITTEN  SUBMISSION  OF  THE  CAMPAIGN  

The campaign uses smart and progressive covering of the social media networks with interesting data about the Safety Line (how many calls it makes, how many problems it solves, how many therapists work for it etc.). Along with simple visuals where the kid’s life is compared to something perceived as non-valuable (pack of cigarettes, 3 beers, latte from Starbucks etc.) it creates the perception of being a donor is quite easy and non-expensive. The microsite allows the user to configure what he can miss from his non-essential consumption and how much he can spare. User is then guided to donate the saved amount of money to the Safety Line. The results are generated into nice visual and can be shared on social media. All the visuals lead to the microsite where user can donate.

WHAT  IS  YOUR  SOLUTION?  

All visuals have the microsite link in the description + are tagged with #lifefor90czk (#zivotza90kc). Pinterest The homeplace for all the visuals and info-graphics will be Pinterest network. It allows quick repins and easy sharing on Facebook. It will always contain a link to the donation microsite, with the price information about 90 CZK. The feed is automatically put to the microsite to praise the donators. Facebook Facebook is used to spread the media content across as many users as possible. The content generated by users on the microsite is shared on user’s Facebook profile via FB app to get as much attention as possible. Twitter Czech Twitter users are quite influential and such smart execution can get high reach. Twitter mainly utilizes the #hashtag mentioned above and links to all the visuals.

HOW  DOES  IT  WORK?  

Give up a little and save a life. The campaign works with the pure valuation of a kid’s life. It is rough and rude on one side, but very true on the other in terms of the money the Safety Line is missing. And everyone can change that by just giving these 90 CZK to help. By showing examples of what can be exchanged (especially the non-essential stuff) for a child’s life we put the users into donating and helping. More “playful” users can even engage more with the numbers and create their own info-graphics to share.

CREATIVE  INSIGHT  

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PINTEREST    

FACEBOOK    

TWITTER    

4.  PINTEREST  

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5.  FACEBOOK  

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6.  TWITTER  

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