Baltic PR Awards 2012 Category: DIGITAL COMMUNICATION Organization: Project implemented by 3 volunteers Client: No client Country: Latvia Project name: #PALIDZESIM. Twitter driven charity Place: 2nd

1. Category: DIGITAL COMMUNICATION
Project implemented by 3 volunteers (Latvia)
PALIDZESIM
Twitter driven charity
Summary
Did you know that there are social centers were babies orphans end up? It's heartbreaking to imagine a little human
being left without parents. In Riga, on Kapseļu Str there is a center that has become home for 110 babies and toddlers.
They need 300 diapers and 300 milk-formulas daily. Even though State provides funding, they happen to run short on
supplies such as large diapers for kids with disabilities and specialized milk-formulas for babies with digestion
disorders.
After one accidental tweet asking to donate used CD player for this center, 3 young parents joined their forces to raise
the issue and motivate people to act. Twitter was used as main channel and website created to give report on the status.
First, donations of large size diapers were asked. Initial activity had such a positive response, that campaign was
designed and people ended up donating money, pushchairs, shoes, toys and loads of diapers. Xmas campaign was
followed by Easter one concentrating on milk-formulas. It was a strategic decision to stay small, personal and very
targeted, however, we are proud that we raised awareness, motivated action and really helped little ones living on
Kapseļu Str.
Situation
Imagine a 6 month old baby orphan – left without mother's milk and warm hands of the parents. In Riga there is a
social center for babies orphans and toddlers with severe diseases and disabilities. Even though State provides budget,
sometimes such fundamental primary needs as enough diapers and specialized nutritious milk-formulas are not
covered. Center has not participated in any larger charity campaign and its donation flow is relatively low. Basically –
almost nobody knows about them and their problems! One unintentional tweet lead to Twitter driven charity campaign
to address their needs.
Objectives
Due to accidental nature of the start of campaign, some objectives were set at later stage:
First, raise awareness of the center and their issues thus driving voluntary help
Secondly, motivate people to take real action, not just share a tweet
Thirdly, substantially help center and save kids' butts from skin infections
Reach a set benchmark of money donations (650 EUR)
Center's basic needs were assessed and necessary items list prepared. Research of parenting blogs and internet sites for
young parents was carried out.
Being young parents ourselves, we targeted this audience on social media, using social media opinion leaders as
channel.
Strategy
We knew that this campaign would work, if:
- it stays small and personal, creating emotional bonding
- is very clear and focused – we asked simply to donate diapers
- address young parents, who would be more empathic
- engage social media opinion leaders in spreading the message on Twitter and blogs
- due to non existent budget, be smart in using ready-made digital tools, graphic
templates
The only important criteria was to reach out from social media and instead of virtual buzz, get real
action substantially helping the center!
Execution
We will not pretend... the campaign was created and adapted on the go based on activity and ideas from
followers of the campaign.
On Dec 15th one tweet inviting people to donate used CD player for the center leaded to replies, retweets and 5 CD
players instead of one. On the same evening website was built to be as an anchor for Twitter communication. We
Baltic PR Awards 2012

2. Category: DIGITAL COMMUNICATION
developed campaign hashtag #palidzesim (let's help) and started active communication, using tools understandable for
digital generation: tweets, paypal, video reports. We contacted bloggers and active Twitter users, which were happy to
share our message. People proactively visited the center themselves, donated diapers and asked, if we accept money as
well. Private bank account was used and to build trust, regular reports on donations published on website. We took a
lesson and in second campaign engaged group buying site to manage the financial operations.
Documented Results
There is a temptation to measure results of digital campaigns in followers, Facebook shares etc. Yes, with a zero
budget, we also managed to get impressive buzz – our message was seen by approximately
2500 Twitter users, 194 actively involved. But the real-life results are the ones that matter in this case.
3500 donated diapers
680 specialized milk-formulas
72 people donating money exceeding the set benchmark of 650 EUR and showing great trust, as money was
transferred to a private bank account.
More than 90% of supporters confessed they had no idea such center existed, many visited the center personally to
hand over donations.
Project lives on and develops: as of 2013 we plan to establish an NGO and create a sustainable donation system that
addresses center's needs on regular basis. We are also considering to bring the center's issues to the officials and help
fighting the core of the problem, not just the consequences.
Baltic PR Awards 2012