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TRANSCRIPT
1. SUMMARY: MAKE THE CALL REAL
The insight: Bullying, bea:ng, sexual or other forms of child abuse are a serious problem. People know that Safety Line helps in this area, but have no idea that it is not a public service. And that it needs financing. Purpose of the campaign is to show strong emo:ons. Problems the therapists face each day are very serious and may even be disgus:ng for lots of ordinary people. If they knew, they’d appreciate the service much more and eventually help with financing. The target audience for the campaign is wide, but focuses mainly on more sensi:ve and philanthropist people. The goal is to deliver buzz, raise awareness and start public discussion about the issue. The campaign uses rather horrific visual style to make all the spectators realize that some children need real help.
SUMMARY PICTURE INTEGRATED SOCIAL MEDIA CAMPAIGN SUMMARY
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2. WRITTEN SUBMISSION OF THE CAMPAIGN
The campaign focuses on crea:ng the social impact on every non-‐sensi:ve target audience member. A few (2-‐5) videos will be produced, each showing a typical (and rather bad one) story of Safety Line’s client, aged between 6-‐12, beated/abused, and always ending up unarmed in defenseless situa:on with just a toy phone. Goal of the toy phone use is to show the importance of having the right tools for right things. All the videos are used on media where they can be age-‐restricted to ensure they will not be seen by very young audience. They are always accompanied by a link to the microsite which explains more. The microsite provides informa:on about the Safety Line service and allow the user to donate via mul:ple channels. It uses click-‐to-‐text technique to let users quickly send the Donors-‐SMS on their mobile devices.
WHAT IS YOUR SOLUTION?
YouTube All videos are on the company’s YouTube channel and are linked together so the user can see them as series. They are used as pre-‐rolls, on all possible websites that allow the format. Every video contains a direct link to the dona:on microsite. Facebook Facebook is the main pla^orm for spreading and sharing the videos. Users can share their effort a`er dona:ng, automa:cally via the Facebook app. Instagram Short 15” versions of the videos are created for Instagram. Ambassadors and Instagram power users are addressed to help spreading the message & content.
HOW DOES IT WORK?
To get as much as possible emo:ons when talking about child abuse or similar problems, the most obvious way -‐ real video -‐ is used to show what is going on very graphically, even with violence and all the creepy stuff it contains. Videos must be shocking to provide the desired emo:onal result. The video spot will always end with a kid trying to call for help via toy phone, with a message: Help them make the call real. Donate to Safety Line so they can help more of these.
CREATIVE INSIGHT
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YOUTUBE
3. THE USE OF 3 SOCIAL MEDIA PLATFORMS
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FACEBOOK INSTAGRAM
4. YOUTUBE
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5. FACEBOOK • The use of social media -‐ picture
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6. INSTAGRAM
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7. SUMMARY PICTURE An image summarizing the campaign.
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