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
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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
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3. 3. THE USE OF 3 SOCIAL MEDIA PLATFORMS
BLOG FOR CREDIBILITY & PR FACEBOOK TELLS THE STORYTOP USERS REACH AUDIENCE
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4. 4. BLOG – THE HUB OF CAMPAIGN
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5. 5. TWITTER – REACHING AUDIENCE
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6. 6. FACEBOOK – TELLING THE STORY
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7. 7. SUMMARY PICTURE
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