Title	#MONEYCANCHALLENGE
Brand	CHARITY FUND TABLETOCHKI
Product/Service	CHARITY DONATIONS
Category	C05. Co-Creation & User Generated Content
Entrant	LEO BURNETT UKRAINE Kiev, UKRAINE
Idea Creation	LEO BURNETT UKRAINE Kiev, UKRAINE
PR	LEO BURNETT UKRAINE Kiev, UKRAINE

Name	Company	Position
Anatoliy Davydov	Leo Burnett Ukraine	Creative Director
Vladislav Minchev	Leo Burnett Ukraine	Copywriter
Svitlana Zagidko	Leo Burnett Ukraine	CEO
Anna Rozum	Leo Burnett Ukraine	Designer

Why is this work relevant for PR?

Topic of charity is really complicated in Ukraine. From one side, you could still feel the lift of social-awareness and responsibility among people after the revolution of 2014. From the other side, charity funds suffered from spontaneous waves of distrust, due to numerous scams, occurred in Ukraine at that time under the mask of charity. While the image of Tabletochki fund was still clear and trust high, we needed to not only conduct successful campaign, but also make a statement that Tabletochki will always be the fund you can trust.

Background

Situation: Charity fund “Tabletochki, which helps children suffering from oncological diseases, annually conducts certain activity confined to International Children`s Day. Brief: Our task was to come up with an idea that will stimulate donations to the fund and raise up awareness about it without any additional expenses on advertising. Objective: Boost the amount of donations and mentionings about fund in comparison to previous months.

Describe the creative idea

People like it when their good deeds are recognized by others. However, when it comes to charity, any public highlight of your charity activity looks like act of vanity and almost instantly will be criticized by others. At the same time, some studies show that seeing others give makes an individual more likely to give himself. With charity fund Tabletochki we presented people with #MoneyCanChallenge – an entertaining way to publicly state your social awareness without being criticized. By solving the issue of our TA we trying to

Describe the strategy

We decided to create a way for person to show off and preserve his image as noble, as his intensions. We targeted both current (existing followers of Tabletochki FB page up to create momentum) and new (adopters of the flashmob) audience. We picked UGC in social networks as our main communication channel, because people tend to give their feedback there much faster than in other channels. Another reason for that was our budget limitations.

Describe the execution

We created concept of viral flashmob activity for users of Facebook and Instagram called #MoneyCanChallenge¹. Here is how it goes: 1) Participant picks up a bank-note, which he is ready to donate; 2) He folds it in half and combines his face with the portrait on it; 3) He makes a photo and posts it on his social network; 4) He mentions number of friends in his post, saying he will send equivalent of money from the photo the charity fund, if at least one out of them passes the challenge forward. We set off the day before International Children`s Day, starting from the employees of agency and fund, spreading it to our friends and further on. We picked UGC in social networks as our main communication channel, because people tend to give their feedback there much faster than in other channels. Another reason for that was our budget limitations.

List the results

We managed to gathered 400 000 hryvnas for fund`s needs. Though it wasn`t planned, activity kept going on and on. Bloggers, famous politicians, public personalities, small and medium businesses, even nationwide companies joined the flashmob. We received 150% donation growth in comparison to previous month. Targeted audience outreach in internet – 8 000 000 Facebook – 3 442 589 Instagram – 262 368 Sites & Blogs – 4 438 717 Articles on the case in national printed and TV media. Total coverage: 20 000 000 people.