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1. CAMPAIGN SUMMARY
Organisation Oživení and project Pískám fauly inform citizens about unfair practices not only in
the public sector but private one as well. Those incorrect practices can affect all of us. Our health,
environment, use of the government budget. Oživení's mission is to spread enlightenment
throughout society. Because you don't have to be left behind hopelessly watching.
Let's evoke a sense of security in citizens. Forget about fear and crackling.
CREATIVE INSIGHT
In case you are worried about unhonest behavior, who do you talk to? To someone you have trust
in, you can rely on his help and confidence. Someone who will not resist helping you. So probably
your friend, colleague and…. oziveni.cz. #wegotyou means not only that we understand your
situation and feelings, but also #wegotyourback in terms of anonymity and full support of
various kinds. We are your ally.
Knowledge is the power. Our aim is to raise awareness about whistleblowing and possibilities to
add to the greater good. This includes reframing the pejorative connotation connected to
whistleblowing in people's minds.
SOLUTION
Communication flow is based on the S-T-D-C framework.
In the SEE phase, we talk to active citizens, employees, and employers who are not indifferent to
unfair practices. The message is clear - we are the ally you can count on. At the same time, we
change the pejorative meaning of whistleblowers to a more heroic meaning.
In the THINK phase, we trigger a people's curiosity. Chosen influencers talk to their followers in a
friendly plain way. It is an opportunity to add more details on this topic and educate not only their
followers. The emphasis is put on the authenticity of influencers and their relation to this topic.
To engage people and lead direct messages, we create a simple education test with CTA to fill the
form at the end. The DO phase starts with catchy traffic post redirecting people to the microsite.
HOW DOES IT WORK?
The first touchpoint is the carousel that works both on Facebook and LinkedIn. The creative
pictures a citizen, who feels helpless and indecisive, but he has a lot to say. The organization
Oživení stands behind him and "gets his back". The next cards explain the meaning of
whistleblower.
Education follows brand awareness. With the use of an influencer's voice, we can pass on a
complex message. The cooperation would start on the occasion of World Whistleblower Day (23rd
June). We choose influencers who already detect and reveal negative practices. Interactive stories,
explanatory posts, branded content, hashtag #piskamfauly and GIFs - let's make the most of it.
It's time to take action! A post encouraging people to take a test and learn more about
whistleblowers will traffic them to the microsite. The goal is to inform visitors about various types
of unfair practices. At the end there is a loud and clear call to action - leave us an anonymous
message!
WE GOT YOU(r back)!
Action
Brand Awareness
&
Education