IAPI CANNES YOUNG LIONS CYBER ENTRY

IAPI CANNES YOUNG LIONS CYBER ENTRY

Campaign summaryNo-one chooses to be homeless.

Homelessness affects many different groups of people in Ireland. However, it seems that the care of homeless families and children has been prioritised over that of young adults in recent years.

Meanwhile, we know that the least common donor to the Peter McVerry Trust are 18-34yr olds; this group dont seem to understand that homelessness can happen to anyone.

My Story is a campaign focused around a Snapchat Story. We will partner with a major Irish Snapchat influencer and push our Story out from their account on World Homeless Day (October 10th), raising mass awareness with the target market through innovative use of one of their most favoured social media platforms, while also giving them an easy, instant way of donating.

InsightHomelessness can happen to anyone.

No-one chooses to be homeless. These are statements that the 18-34yr old age group cannot empathise with. They think a person who is homeless must have done something wrong to contribute to their situation.

SolutionThere are over 100 million worldwide daily active Snapchatters. 70% are between the ages of 18 and 34. Influencers like James Kavanagh and Roz Purcell have thousands of young Irish followers consuming their Stories daily. Despite these phenomenal numbers, the Irish Snapchat audience is still relatively untapped by brands.

By communicating with our target market through Snapchat in this disruptive manner, were relating to them in a very unique way; demonstrating that even someone like them can become homeless through no fault of their own. This will enable them to empathise and inspire them to donate.

How it worksOur Snapchat influencer will snap fans on World Homeless Day, letting them know that his friend will be taking over control of his Snapchat account. Our Story (which includes a CTA to donate) will be set live on influencers channel and will be available to view for 24hrs.

Shortly after the Story goes live, media partners such as joe.ie and her.ie will release a write-up on the stunt, which will include a campaign roundup video chronicling the journey of the campaign, which will raise even more awareness and encourage even more donations.

Step 1Snap 1

Snap 2

Snap 4

Heyaz

Getting ready for the evenin commute #ugh

Not a public transport fan #sonotchic

home #finally

Snap 3

The story is set live.

Snap 6

Dads not happy today

Had to get out. Icant live in danger anymore.

A friend told me about Peter McVerry Trust.Snap 5

Snap 7

Snap 8

Note.Play video onthe screen.

Note.Play video onthe screen.

Peter McVerry Trust open doors to the homeless.

Text My Story to 50300 to donate.Snap 9

Snap 10

Step 2The campaign roundup video is seeded out through media channels such as her.ie and joe.ie, and shared through Facebook and Twitter. Video includes another CTA to donate and a link to the website.

WATCH: Did you see this shocking @JamesKavanagh_ Snapchat Story?! @PMVTrust bit.ly/MyStoryWATCH: James Kavanaghs shocking Snapchat Story has got us thinking

Summary

Thank you1.18-34yr olds dont realise that absolutely anyone can become homeless.

2.We use Snapchat to communicate our message to the target audience in an authentic, relatable way.

3.We provide people with an easy way to donate.

4.We raise reach and awareness even further by releasing a campaign roundup video to media partners after our Story goes live.

5.Awareness and donations are increased.