Young Lions 2014Category Cyber

INTEGRATED SOCIAL MEDIA CAMPAIGN

TEMPLATE of your submission

(Do not include this slide into your presentation.

Start straight wiht a SUMMARY slide. )

Do not mention the name of your team. Use only team number.

1. SUMMARY

In social media we share the small things that don’t really matter. Tasty lunch, new outfit, our cute dog. But the important stuff some of us never document and post. Bruises, tears, quarreling parents. These are the ugly truths of some less lucky ones. Campaign named #UglyTruth presents how profiles on social sites of potential callers to Linka Bezpečí would look like, if these kids would share their real life. Campaign is executed through microsite where complete stories will be told. Each story is presented in the short video which will show posts from the kid’s „real” Facebook, Instagram photos and pictures on Pinterest. Each kid has a different story (bullying, suicidal tendencies, abuse, dysfunctional relationships). By presenting four different stories we underline the lottery principle where only one of the children will reach Linka Bezpečí. Which one? Increase chances for all, donate. Money will be gathered on microsite (www.uglytruth.cz).

SUMMARY PICTURE INTEGRATED SOCIAL MEDIA CAMPAIGN SUMMARY (Max 150 words)

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2. WRITTEN SUBMISSION OF THE CAMPAIGN

On selected social platforms which are highly attended by our target group we will upload photos which shock or surprise the audience. Thirty years old woman is looking on Pinterest for inspiration how to decorate children’s room and she will discover scary photos of rooms, where live kids who need a help. Each post and photos on all channels will use #UglyTruth and link to microsite. Central hub will be the microsite which will give comprehensive picture of the whole story of each imaginative child. There we will emphasize the lottery of who will reach Linka Bezpečí and who won’t and the sad consequences which one missed call might have. In each post and in all pictures with #UglyTruth we encourage people to donate money, so the capacity of employees can be increased and every call can be answered.

WHAT IS YOUR SOLUTION?(Max 150 words)

We use Facebook, Instagram and Pinterest because our target group uses them for different purposes. Created Facebook page called #UglyTruth will show posts from real life of four kids. Each post will contain photo, video etc. with text: What Magda would never post on Facebook or say it to you. #UglyTruth She might say it to us if she will be the lucky fourth. Increase her chance, donate (link to microsite). On Instagram we create four accounts and on behalf of imaginative Pavel, Magda, Martina and Jakub and we post sad but realistic pictures from their everyday life with #nofilter #uglytruth. On Pinterest will be photos showing for example „DYI kitchen decoration” (empty beer bottles everywhere) using #UglyTruth and link. Each complete story will be in video on microsite (www.uglytruth.cz), where you can also donate. Site is branded by Linka Bezpečí logo and Seznam.cz logo. Outgoing materials contain #UglyTruth.

HOW DOES WILL WORK?(Max 150 words)

In social media we share most of the time how we look good, our adventures, our success. Everyone is perfect on their social profile, but what about real life of kids who decide to call to Linka Bezpečí? They might have share posts and pictures that others should see but they never will. Through pictures and posts of four imaginative kids – potential callers to Linka Bezpečí, we want to disrupt the idealistic environment of Pinterest and Instagram where only sexy selfies, beautiful homes and happy moments are shared. We want to show that #tastylunch for someone is just a slice of bread and „DYI children’s room” could be mattress on the floor in the room with bare walls. Facebook posts will show „what Martina would never post on Facebook or say it to you”. On different social channels we want to shock people with this hidden reality.

CREATIVE INSIGHT(Max 150 words)

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3. THE USE OF 3 SOCIAL MEDIA PLATFORMS

SOCIAL PLATFORM 1(PICTURE)

SOCIAL PLATFORM 3(PICTURE)

SOCIAL PLATFORM 2(PICTURE)

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4. PLATFORM 1 detail

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5. PLATFORM 2 detail

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6. PLATFORM 3 detail

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7. SUMMARY PICTURE

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