1. SUMMARY: WAITING FOR THE LIFE

The Insight: When the kid calls the Safety Line, it doesn’t necessarily mean getting help. Every fourth kid can’t reach the consultant. That means 50,000 children a year that won’t get any help, just because of the service capacity. This has to change.

Strategically the campaign compares small daily troubles of ordinary people to real dreads of the endangered children. The purpose is to show the selfish look at our small problems while overviewing the others’. The target audience are mainly adults, using the internet daily, quite sophisticated users. Parents are the most valid ones.

The campaign delivers strong message, providing the opportunity to realize how the kids feel when finally deciding to call for help and not getting any. Via smart use of media it keeps within its budget while allowing a long-term platform establishment for other executions.

SUMMARY PICTURE INTEGRATED SOCIAL MEDIA CAMPAIGN SUMMARY

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2. WRITTEN SUBMISSION OF THE CAMPAIGN

When experiencing the “waiting”, user

gets an audio message (complemented

later by a visual). He hears a very

frightened kid on the phone, trying to

reach the Safety Line. The kid is sobbing,

trying to say something before he realizes

it’s just a voice automat telling him to wait.

Then he starts crying.

We then see a message (or hear a

voiceover, depending on the media)

which says:

This bit of waiting costs you nothing,

whereas some children pay a lot more.

Just because they can’t wait. Donate

and help Safety Line answer all the

calls.

The waiting principle can be also

introduced in other media - free WiFi

hotspots (i.e. in Starbucks cafés or in

airports) can be used when connecting to

enable the waiting principle before

reaching the desired content.

WHAT IS YOUR SOLUTION?

Pre-rolls on Youtube and other video sites

(even news servers etc.)

Using a black screen and just audio with

the one-way “conversation”. At the end

we see the logos of Safety Line and

Seznam accompanying the message.

There is always a donate button which

leads directly to the microsite with

payment options.

Spotify ad

Spotify media insight is that there is not

many advertisers on the Czech market.

This means that many music interruptions

is just internal Spotify promo, which users

start to hate pretty soon. The campaign

will use this media in just audio version of

the spot. Accompanied by banners in the

Spotify app, the link leads directly to the

microsite with payment options.

Facebook and other social networks

share

After donating, the user is prompted to

share his effort on his social media

profiles.

The website

The donation process will be optimized

for better results.

HOW DOES IT WORK?

The campaign works with “waiting”, just

the same way the kid has to wait for the

response. There is a lot of “waiting”

throughout all the social media networks.

Users hate waiting, but the campaign

makes them realize that their waiting is

just trivial compared to life-threatening

situations the kids get into.

While the user waits until he can close the

ad or until it’s finished, he gets the

message.

CREATIVE INSIGHT

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3. THE USE OF 3 SOCIAL MEDIA PLATFORMS

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4. YOUTUBE

• The use of social media - picture

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5. SPOTIFY

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6. FACEBOOK

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7. SUMMARY PICTURE An image summarizing the campaign.

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