Yl16 cyber 32

1. 1.
SUMMARY
Young
people
in
the
Czech
Republic
are
rather
sceptical
towards
foreign
development
aid
due
to
quality
or
lack
of
information
on
this
topic.
That
does
not
mean
Czechs
are
careless
loners
with
stonecold
heart.
They
are
just
unaware.
We
want
to
let
the
people
know,
their
country
is
actually
helping
people
around
the
world
to
improve
their
lives,
give
them
hope
and
strength
to
help
others.
Through
variety
of
relevant
influencers
active
on
social
media
we
will
tell
the
stories
of
how
we
are
helping
all
over
the
world
and
changing
lives.
These
stories
are
true,
powerful
and
they
prove
that
the
help
is
real
and
working.
Opening
the
topic
and
sharing
the
stories
through
influencers
is
great
to
reach
a
vast
audience,
but
we
also
want
to
motivate
people
to
look
for
another
stories
and
also
share
them.
We
do
great
things,
let
people
know
about
it.
True
story.
SUMMARY
PICTURE INTEGRATED
SOCIAL
MEDIA
CAMPAIGN
SUMMARY
(Max
250
words)
YL2016_cyber_32
1

2. 2.
WRITTEN
SUBMISSION
OF
THE
CAMPAIGN
10
ambassadors
will
tell
stories
via
Facebook
Live
about
lives
we
helped
to
change
with
hashtag
#SkutecnyPribeh
(#TrueStory)
and
claim
„Jsem
hrdý,
že
pomáháme“
(Proud
that
we
help).
No
studios
or
make-­‐ups,
just
the
story.
To
raise
awareness
and
motivate
people
to
be
proud
and
engaged.
Influencers
will
use
their
own
profiles
to
maximize
reach
and
authenticity.
Each
will
choose
one
story
(blind
Kosovian
who
got
a
chance
to
study,
then
found
a
job;
Etiopian
village
that
struggled
with
dehydration
until
getting
helped
with
water
source…).Each
influencer
will
challenge
viewers
to
find
more
stories
how
we
helped
and
share
those.
Influencers
will
post
pictures
regarding
the
story
on
Instagram
promoting
Facebook
video
and
giving
extra
content.
To
summarize
all
10
stories
we
will
update
a
Spotify
album
#SkutecnyPribeh
containing
audio
versions
of
the
stories
told
by
influencers
and
Spotify
Ads
will
tease
snippets
of
the
stories
to
non-­‐premium
users.
WHAT
IS
YOUR
SOLUTION?
(Max
250
words)
Organically
reaching
over
one
million
people
in
target
audience
through
the
diversity
of
influencers
from
famous
musicians,
actors
and
athletes
to
bloggers
and
trendsetters
is
the
key
to
setting
up
a
nation-­‐wide
interest.
Facebook
Live
storytelling
will
provide
more
authentic
and
reliable
information
to
target
audience
than
general
media,
which
young
people
generally
distrust
and
avoid.
#SkutecnyPribeh
will
work
because
people
in
the
Czech
republic
actually
want
to
hear
something
good
and
want
to
be
proud.
People
want
to
hear
these
stories,
just
not
in
a
boring,
unreliable
way.
People
will
acknowledge
the
influencers,
listen
to
them
and
participate
in
the
challenge
creating
their
own
content,
sharing
more
stories
thus
raising
awareness
and
educating
nation
about
the
good
we
help
to
spread.
HOW
DOES
IT
WORK?
(Max
250
words)
INSIGHT.
Why
do
Czechs
think
of
foreign
development
cooperation
as
a
money
blackhole
and
a
myth
when
there
are
dozens
of
helpful
projects?
According
to
the
STEM
poll
Czech
society
doesn't
believe
that
aid
in
developing
countries
is
important
or
has
an
actual
impact.
The
biggest
obstacle
is
unawareness.
However,
people
should
know
that
these
projects
are
improving
lives
and
that’s
something
they
can
be
proud
of.
They
just
need
to
hear
the
truth
story!
IDEA.
We
will
change
the
general
thinking
by
taking
over
relevant
social
media
to
show
that
our
country
helps
and
improves
lives
of
foreign
individuals,
families
and
even
regions.
Getting
attention
on
social
media
can
be
achieved
easily
through
controversy.
That
is
not
the
way
to
communicate
true,
powerful
stories.
Various
influencers
who
are
active
on
social
media
will
tell
the
true
stories
and
motivate
people
to
share
them
and
find
new
ones
to
tell.
CREATIVE
INSIGHT
(Max
250
words)
YL2016_cyber_32
2

3. 3.
THE
USE
OF
3
SOCIAL
MEDIA
PLATFORMS
SOCIAL
PLATFORM
1
Facebook
SOCIAL
PLATFORM
3
Spotify
SOCIAL
PLATFORM
2
Instagram
YL2016_cyber_32
3

4. 4.
THE
USE
OF
3
SOCIAL
MEDIA
PLATFORMS
YL2016_cyber_32
4
• 10
various
influencers
(music,
sports,
film,
trendsetters)
-­‐
potential
reach
over
1
million
users
• Facebook
Live
-­‐
authentic,
telling
true
stories
-­‐
awareness,
building
values
• Challenge
and
motivation
-­‐
find
another
story
how
we
help
and
share
#SkutecnyPribeh
• Creating
user
generated
content
-­‐
going
viral,
nation
wide
• Facebook
Ads
-­‐
generating
additional
reach
to
stories

5. 5.
THE
USE
OF
3
SOCIAL
MEDIA
PLATFORMS
YL2016_cyber_32
5
• Influencers
promote
true
stories
on
FB
Live
• Extra
content
for
stories
-­‐
real
photos,
videos
from
developing
countries
• Campaign
hashtag
#SkutecnyPribeh
• Promoting
Spotify
album
#SkutecnyPribeh
• Instagram
video
ads
-­‐
FB
Live
snippets
-­‐
direct
link
to
saved
FB
live
video

6. 6.
THE
USE
OF
3
SOCIAL
MEDIA
PLATFORMS
YL2016_cyber_32
6
Album
#SkutecnyPribeh
-­‐
10
tracks
with
audio
versions
of
the
stories
told
by
influencers
Friends
see
when
others
listen
to
#SkutecnyPribeh
tracks
• Spotify
Ads
-­‐
interesting
snippets
of
audio
stories
-­‐
promoting
album
Promoted
via
Facebook
and
Instagram
profiles
of
influencers

7. YL2016_cyber_32 7
Influencers
Facebook
Live
Audio
story
Visual
content
#SkutecnyPribeh
Target
audience
Challenge Viral
audience
Viral
audience
User
generated
content
User
generated
content
Organic
reach
&
ads
Organic
reach
&
ads