A lots of huge gaps and differences s4ll exist throughout the world. Young people o9en do not realize and see the basic differences and how money and help in developing countries can help the world be more balanced. Therefore, in our campaign World Balance, we would like to show people, that we can make the living in other countries beBer compared to CZ, where the life is already good. Our campaign stars ambassadors – bloggers and youtubers – who we let star next to our true heroes – real people from developing countries. In Facebook and YouTube we will use paid posts/videos to spread them among our audience and we will collect leads to engage with the people interested via WhatsApp.

BALANCING THE WORLD

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WORLD BALANCE - ROZVOJOVKA CAMPAIGN

2. HOW WE WANT TO SHOW THE WORLD IS BALANCED THROUGH OUR CAMPAIGNS?

We want to create series of posts for Facebook and videos for YouTube, which would be divided into halves – one half would feature the influencer from Czech or Slovak, the other would feature the real people from developing countries. Both would be talking about the same issue – electricity, school etc. – and we would stress out that thanks to our project, we were able to deliver beBer life for people in Kenya, Barma, etc. and we could make them happy. We would also encourage people who are interested to get in touch through WhatsApp, where we would deliver them exclusive and up-to-date photos from projects with precise informa4on, how we are helping and how much money the help costs. This “a9er-campaign” would also stress out that the campaign is long-term and it would be easier to get the interested people “in the game”.

WHAT IS OUR SOLUTION?

Posts will be created in coopera4on with Czech influencers - we will also ask them to share the posts on their profile to increase the reach (and get more reach by their fans, who would also share the content). Users would be approched first by ads (we will use 27 000 CZK on reach & frequency buying for the posts, to get 230 000 reach out of 380 000 audience – 25-30, all, region capitals –with 1/10 frequency cap. In that way, we would catch the users with the first posts and let them spread the word.). On YouTube, we would use the 23 000 CZK to promote the videos. Users, who are interested more, could get in touch to par4cipate in the WhatsApp discussion and we could let them get involved on some basic themes (“What colour should the notebooks for children be?”).

HOW DOES IT WORK?

Young people, even 25-30, believe more “their own kind” than media nowadays. We want to let our influencers/ambassadors speak and spread the word by crea4ng divided posts – one half goes to the ambassador, the other to real people, both of them are talking on the same issue – electricity, schooling, gehng vegetables, just normal things, which we take for granted.

In videos, our ambassadors would speak about their school days, experience with electricity etc., the same goes for the real people. We believe, that balance is what makes the world great – people living in balance with nature, with each other, countries helping balance the differences. We believe every person is important.

CREATIVE INSIGHT

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3. WE HAVE PICKED THESE 3 HERO CHANNELS

FACEBOOK WHATSAPPYOUTUBE

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4. FACEBOOK - THE MAIN CHANNEL

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Posts would be published on different topics throughout the campaign with one look, so the users can connect the campaign and search for more.

5. YOUTUBE - THE SPREAD CHANNEL

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Interaktivní workshopy, digitální pomůcky a inspirativní prostřed je pro naše studenty, i třeba pro youtuberku Karolínu, standardem. Díky našemu projektu jsme dokázali zajistit výborné podmínky pro vzdělání i dětem v Barmě, kde do tého chvíle mělo přístup ke škole jen 20 % lidí. Chcete aktuality z projektů do svého mobilu? Přidejte si nás na WhatsAppu!

The influencer and her fans would also be encouraged to share the video - for every 50 shares, school needs for one child would be delivered.

6. WHATSAPP - STAYING TOGETHER

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We would also drag the users into the game, as stated in the How does it work?

7. SUMMARY PICTURE An image summarizing the campaign.

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