1.  SUMMARY  –  TODAY  WE  CALL  YOU  

In   the   campaign   we   decided   to   avoid   using  anything   that   could  possibly  bring  emoGons   like  fear,  anger  or  piKy.  What  we  wanted  was  to  look  for   responsibility   and   sense   of   morality.   We  aimed  to  solve  the  main  problem,  as  we  saw  it,  –  lack   of   donors   –   so   every   child   in   need   could  reach   us   in   Gme,   therefore:   „TODAY   WE   CALL  YOU“.  The  campaign  was  based  on  a  simple  call  to  acGon:  we  appealed  on  people   to  accept  our  call.  The  whole  campaign  environment  was  built  on   three   pillars:   MEET,   EXPERIENCE   and  SUPPORT   the  Safety  Line.  The  main  goal  was   to  turn  people   into  regular  donors  and  make  them  understand  the  real  value  of  Safety  Line.  

THE  IDEA   What  was  it  all  about?  

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2.  WRITTEN  SUBMISSION  OF  THE  CAMPAIGN  

We  used  Facebook   in   the  first  pillar   to   let  people   meet   the   Safety   Line,   YouTube   in  the   second   to   let   them   experience   it   and  HitHit   in   the   third   where   they   could  support   it.   On   Facebook,   our   main  channel,   we   created   a   page   dedicated   to  Safety   Line   Club.   Facebook  Ads   helped   us  to   get   our   message   to   relevant   audience  by   using   CRM   data.   We   created   an  aplicaGon   to   show   how   to   donate   and  what   was   the   real   value   of   donaGon   and  an   iteracGve   cover   photo   showing   how  many  calls  we  could  answer  thanks  to  the  donaGons.   On   YouTube   we   created   a  Safety   Line   simulator   where   users   could  experience   what   it   was   like   to   work   on  Safety   Line  and  how   important   it  was.  On  HitHit   we   started   a   crowdfounding  campaign   which   showed   what   the   Safety  Line  costs   for  one  day  really  were  and  we  used   this   campaign   for   further   PR  acGviGes.  

WHAT  WAS  OUR  SOLUTION?  

By  efficiently   targeted  Facebook  Ads  we  reached  the  relevant  Facebook  users  and  turned   them   into   regular   donors.   We  communicated  the  basic  facts  in  a  simple  way  to  be  easy  to  understand  and  share.  The  appeal  on  responsibility  and  sense  of  morality  was  implemented  into  the  main  claim   –   „WE   CALL   YOU“   –   to   make  people   understand   they   should   be   part  of   the   Safety   Line.   They   got   an  oportunity   to   experience   the   work   of   a  Safety   Line   operator   on   YouTube.   The  effecGv i ty   was   a l so   boosted   by  adverGsing  which  helped  us  increase  the  awareness   of   the   importance   of   Safety  Line.   Besides   we   received   donaGons,  contacts   and   media   coverage   from  crowdfounding  campaign  on  HitHit  Users  who   donated   more   than   250   Kč   got   a  Thank-­‐you   badge   as   a   reminder   of   that  what  they  did  was  good.    

HOW  DID  IT  WORK?  

The  creaGve   idea  was  based  on  a  simple   fact   that   everybody   knew  the   basics   about   Safety   Line,   so  there   was   no   need   to   explain   in  detail,  what   it  actually  did.  At  the  moment,   it   was   much   more  important   to   let   people   know  about   where   the   money   to  maintain   the   Safety   Line   came  from   and   that   it   would   be   really  helpful   if   they   became   a   part   of  this.   And   here   appeared   the  fundamental   idea   of   the   Safety  Line  („Call  us“),  just  turned  upside  down   –   „TODAY  WE   CALL   YOU“.  Basically,  what  we  said  was:  „Yes,  we  do  need  your  help  and  we  are  not  ashamed  of  that.„  

CREATIVE  INSIGHT    

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3.  THE  USE  OF  3  SOCIAL  MEDIA  PLATFORMS  

FACEBOOK  MEET  THE  SAFETY  LINE  

HITHIT  SUPPORT  THE  SAFETY  LINE  

YOUTUBE  EXPERIENCE  THE  SAFETY  LINE  

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4.  FACEBOOK  –  detail  

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5.  YOUTUBE  –  detail  

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6.  HITHIT  –  detail  

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7.  SUMMARY  PICTURE