Young Cannes Lions Belarus 2018

1. Time to save
Team №2

2. BACKGROUND
There is no culture of charity in Belarus
People think that charity funds are always about funds-fraudsters
Social ads in Belarus is at a low level and is not perceived by the audience
A high level of information noise distracts attention from really important things - like saving lives.

3. Make charity fashionable
Teach belarusians to make donations
CHALLENGE

4. TARGET AUDIENCE
Postpone decision to make charity, because at that moment they are in a hurry
Do not do the action, if you do not know the answer (how much to sacrifice in charity fund)
Millennials, 24-35 y.o.
Work hard and earn much
(the biggest salaries fall on the
younger
generation)
Spend on entertainment more and
more
The most popular way of payment is
via the Internet (80%)
Ready to try new things: it’s hard to
surprise them, but new is not a
barrier for them

5. Insight
I have a very active life, and
I would be happy to make a donation,
but I constantly forget to do it
Message
"You have money and time for entertainment,
buy time for a dying child"

6. IDEA
People spend money and time on entertainment, but there are more important things, that cost much
less money, but they are more essential

7. ACTIVATION
The purchase of tickets for events (cinema, concerts,
sports events, certificates for entertainment) is online
action. The average check on this events is 15$ and
more.
We brand the ticket into the identity "The Time to
Save" - thus marking the most important and
fashionable events in the country

8. Before the start of the event, the light goes out and the message appears on the screen:
"You have money and time for entertainment, buy time for a dying child»
There are a timer that counts 2 minutes and a QR code with the transition to donate in 1 $
After payment the person receives:
• a sound confirmation "Thank you" on his phone
• the opportunity to mark a visit of a popular event with the frame "Time to Save", which is shared in
the social network
ACTIVATION

9. SUMMARY
Challenge:
It is necessary to make charity fashionable and to teach Belarusians to make donations
Insight:
I have a very active life, and I would be happy to make a donation, but I constantly forget to do it
Strategy:
We choose the place and time when you can make a donation and there you will not be distracted for 2
minutes. "Time to Save" takes place at the popular events of the country - it will emphasize your status.
You only need your phone.
As usual, people attend entertainment places few time a month
So, making a donation with UNIHELP will become a good habit