Title	WE WILL REPLY
Brand	NADÁCIA MARKÍZA
Product/Service	HELP WITH BULLING AWARENESS
Category	C02. PR Effectiveness
Entrant	MADE BY VACULIK Bratislava, SLOVAK REPUBLIC
Idea Creation	MADE BY VACULIK Bratislava, SLOVAK REPUBLIC

Name	Company	Position
Peter Ižo	MADE BY VACULIK	Creative Director
Adam Horecký	MADE BY VACULIK	Strategy Director
Zuzana Obšitníková	MADE BY VACULIK	Account Manager
Mário Lapoš	MADE BY VACULIK	Copywriter
Martin Schurdák	MADE BY VACULIK	Art Director
Jonáš Karásek	MADE BY VACULIK	Director
Tomáš Juríček	MADE BY VACULIK	DOP

Why is this work relevant for PR?

The foundation of TV Markiza, part of television Markiza, decided to address the topic of bullying and motivate people to respond to it directly. The foundation of TV Markiza used the power of TV media to address this social good topic for society and shape its behavior. It comes along with the mission of TV Markíza Foundation, which is to implement unique projects that aim to change the quality of life of children, to please them, to help them fulfill their desired dreams and goals.

Background

Bullying among children in Slovakia is somehow an unaddressed and trivialized topic. On a first glance, it is something that does not exist. However, the foundation of TV Markiza has spotted the need to address this topic. The main mission of the campaign was to point out the problem of bullying, spreading awareness about it, in order for it to be recognized. After deep analyses with psychologists, nonprofit professionals and researchers, the main goal of the campaign was settled - TO MOTIVATE PEOPLE TO ACT AGAINST BULLYING. Our measurable objectives were: - Build awareness of topic “bullying” at school and motivate people to act when they spot bullying - Build knowledge of the website www.odpisemeti.sk and get 10,000 unique visits - Increase the knowledge of the Markíza Foundation.

Describe the creative idea (20% of vote)

We found that the main problem of bullying is PASSIVITY, as it is the most common reaction of the environment, but often also of victims. Its most common cause is the FEAR of the victims, but also the fear to be a part of bullying. Passivity was metaphorically projected as “left on seen” in the online world. The platform “We will respond” provided professional help - www.odpisemeti.sk. We understood the need of a bullied person to be heard and we overcame his shame and fear to speak about this problem. That is why we provided him the platform www.odpisemeti.sk , where he can speak about this topic anonymously and seek professional help. We succeeded in creating a platform, where children overcame the fear to speak about their problem and felt

Describe the PR strategy (30% of vote)

Insight has sparked from the main issue of PASSIVITY. When people do not respond to bullying - either lived or seen. Key message for the target group: WE WILL RESPOND Target group: school kids and their parents Passivity was metaphorically projected as “left on seen” in the online world. The platform “We will respond” provided professional help - www.odpisemeti.sk. Campaign channels: TV Markiza digital assets - webpages, digital video, influencers, social media content, Youtube video print - magazines

Describe the PR execution (20% of vote)

The campaign took full advantage of TV Markíza's potential and reached people. It started off with the premiere of a video spot during morning show Telerano, and subsequently became an important topic in the popular series Dads (Oteckovia) and Mr. Professor (Pán Profesor). The campaign lasted from 05/10/2020 to 30/11/2020. Media coverage due to owned media was evaluated to the gross value of € 1,779,669.08.

List the results (30% of vote)

The topic of bullying appeared 9 times in the morning show Teleráno, 11 times in the lifestyle show Reflex and 6 times in the main evening news. In addition to familiar faces supporting the topic, the campaign also involved the Ministry of Education, led by a minister who took part in the discussion on bullying in the morning show. Our KPI's were: number of website visits number of Child safety line calls about bullying before and after campaign data from rearch (pretest and post-test) about awareness of topic “bullying” data from rearch (pretest and post-test) of people who would react when spotting bullying Odpisemeti.sk was visited through the campaign by 26,897 unique people (the target was 10,000). The total number of visits was 42,217. 1/4 of the people recommended evaluation initiatives would turn to the web for bullying. The supported knowledge of the Markíza Foundation increased from 85% to 94% by nine percent. The campaign spot (versions 30, 96 s) had 15,590 ORGANIC views on YouTube. On Facebook 27,035 watches. The contributions had an ORGANIC reach of about 50,000 people on Instagram.

Describe the effectiveness of the PR campaign

Odpisemeti.sk was visited through the campaign by 26,897 unique people (the target was 10,000). The total number of visits was 42,217. 1/4 of the people recommended evaluation initiatives would turn to the web for bullying. The supported knowledge of the Markíza Foundation increased from 85% to 94% by nine percent. The campaign spot (versions 30, 96 s) had 15,590 ORGANIC views on YouTube. On Facebook 27,035 watches. The contributions had an ORGANIC reach of about 50,000 people on Instagram. However, the seemingly easy-to-grasp topic was not easy to communicate due to closed schools due COVID-19 and also topic sensitivity and the strict supervision of psychologists.