DIGITAL | Brief
Background
About Via Foundation
For 25 years in the Czech Republic, the Via Foundation has been supporting active people who care for the place
where they live.
The Via foundation also promotes philanthropy, highlights inspiring stories of giving and increases awareness
about philanthropy.
We believe that active people, who are not indifferent to the world around them, are the key to a functioning
democratic society. Thanks to our donors we can:
 support people who help others
 work collaboratively to revitalize public spaces
 organize community events
 strive for better neighbourly relationships
 protect public interests.
Via foundation also developed and run Darujme.cz, a tool for safe and easy online giving.
About Dobro-druzi – the program that this brief is focused on
At Via Foundation, we have a program called Dobro-druzi specifically addressed to young people who are active
and want to help in their communities. They can organize benefit events to raise money for needy individuals or
organizations, clean and revitalize public spaces, develop community gardens etc.
We help them organize workshops, and some teams also get financial help for their activity (we have limited
financial and personal resources for this program, so only about 30 teams each year get support from us; any
others are self-supporting).
There are many benefits for the participants. In their feedback, they mention increased self-confidence and the
realization that things around us can be changed by their own actions. But there are others, such as certain skills
they develop (communication, organization, networking etc.), the possibility of adding the projects to their CVs
etc.
Challenge
We want to spread the Dobro-druzi values among more teenagers (and young people in general). So we need you
to help us find the right insight and ideas for how to tell young people that being active and helping others is
something they want to do� And to draft the right campaign using the channels they like most – digital channels.
Target audience
Teenagers 13-19; they avidly use the internet and frequently multi-task with online activities (ex: online chat while
playing a videogame and listening to music online).

They are numb to advertising or, at best, pay half attention (also because of multi-tasking.) Teens rely more on
peers for everything, and selected influencers; social/peer acceptance is very important to them as they are in the
process of defining their identity.
Social consciousness is a defining characteristic of today’s teens; they feel increasingly stronger about climate
change, sustainability, environmental responsibility, gender and racial equity etc.
Campaign Objective
GET at least 30 groups of students
TO start their own project as part of the Dobro-Druzi program (organize a community event, benefit event or an
environment event)
BY Inspiring them on their favourite channels with what being part of Dobro-Druzi program means
Main message
You can do more than you think. Helping others is a normal part of your life, and it helps you too.
Tone of voice
Friendly, confident, inspiring
Budget
100 000 incl VAT
Our Web & Social media channels
Website – https://www.nadacevia.cz/nabidka-programu/dobro-druzi/
Facebook – https://www.facebook.com/ViaDobrodruzi/
We struggle with capacity; although we have all social media handles set up for the fundation, for Dobro-druzi we
use only Facebook.
That doesn’t mean that you cannot use other digital and social channels, but you need to do it in a creative way
that doesn’t require more capacity from us.
Other useful info/ thought starters
Think about a digital campaign way beyond traditional online ads and be mindful of budget (as we don’t have
money to spend on ads).
Think for example of an online competition: organize a project under the Dobro-Druzi umbrella, send Dobro-
Druzi/Via Foundation proof (ex: picture), and win something for you and your community.