2021 Social & Influencer


Product/ServiceTHE FOUNDATION K.I.D.S.
Category B04. Innovative Use of Community
Entrant ZENITH Warsaw, POLAND
Idea Creation PUBLICIS Warsaw, POLAND
Name Company Position
Dagmara Witek Publicis Worldwide Polska Chief Creative Officer
Sławek Figura Publicis Worldwide Polska Deputy Creative Director
Bartosz Jeglejewski Publicis Worldwide Polska Creative Group Head
Tomasz Ziemiański Publicis Worldwide Polska Creative Group Head
Małgorzata Szymańczak Publicis Worldwide Polska Account Director
Aleksandra Kowalczyk Publicis Worldwide Polska Agency Producer
Cezary Szostek Publicis Worldwide Polska Agency Producer
Kuba Zarzycki Papaya Films Director
Agnieszka Płatkowska MSL Senior Account Executive
Tomasz Relewicz MSL Senior Advisor
Anna Waligórska Prodigious Poland Post Production
Piotr Bandomir Prodigious Poland Post Production
Kacper Sawicki Papaya Films Producer
Tomasz Skrodzki Papaya Films Producer
Grzegorz Borowiak Papaya Films Producer
Joanna Mozdyniewicz Papaya Films Producer
Tomek Sulima Papaya Films Producer
Sabina Białek Foundation K.I.D.S. UX Leader

Why is this work relevant for Social & Influencer?

The youngest headhunter in the world is relevant for Social & Influencer because it's a campaign created specially for LinkedIn to recruit the greatest Polish experts, who are influencers in their field. We knew that the very moment they publish their recruitment video and declare their support for the foundation and its projects, the others will follow. And it worked - a community of highly specialisted experts started to declare their help for the projects.


How to change Polish hospitals into modern ones? We need community of professionals who can share their know-how, the best technology experts in Poland as volunteers. And this is the mission of Foundation K.I.D.S. But how to reach them and how to convince them to help implement technologies in children’s hospitals? And one more thing: how to do it for free, because neither hospitals nor the foundation have any money for them?

Describe the creative idea (30% of vote)

In our campaign children took matters into their own hands. Children who have experience with Polish hospitals, helped us recruit the greatest experts on LinkedIn, becoming the youngest headhunters in the world. The presence of children on such professional platform as LinkedIn was a breakthrough. Not only we reach our experts directly but also thanks to their followers community they reach directly their audience - our potential volonteers.

Describe the strategy (20% of vote)

We knew which experts we wanted and needed to improve children's hospitals. We have choosen the greatest Polish experts. Where did we find them? On LinkedIn. This was also a platform where we were recruiting them. But to do it effectively and to make them work with us for free we needed special headhunters - children. They mobilize people on LinkedIn and very quickly became well known among Polish professionals. We knew that after recruiting the best Polish experts on LinkedIn we also acquired their reach, which activated many more experts who wanted to join them and work with us.

Describe the execution (20% of vote)

We wanted our children not only to be themselves but also to have professional background to act on LinkedIn - place where they can find all the experts. That is why we firstly organised for them a special recruitment workshops, where they learned how to talk and present themselves from the best HR experts. Then children prepared their speeches for specific professionals. Our young headhunters recorded 14 personalized direct videos on LinkedIn for the top experts we needed. Recruited experts were delighted to publish their videos and to help hospitals. Thanks to the use of the LinkedIn’s leaders reach, many more experts joined our foundation. And they all are helping us for free. What is more, recruitment video for Bill Gates mobilized many people from Poland and around the world to reach him. Bill hasn’t answered yet, but Microsoft has.The whole action took us about one month, athough still many

List the results (30% of vote)

Our young headhunters conquer the world of professionals. We recruited experts we wanted and needed: famous academic teachers, UX and robotics experts, the president of the most innovative company in Poland, media star(starts with a podcast for doctors about effective and empathethic communication with patients) and even a former Minister of Digital Affairs(leads a team that reduces biurocracy in Polish hospitals). We recruited 103 experts. More than we expected. They will give us about 4690 of their hours for the equivalent of nearly 3 000 000 PLN. And that’s all for free. Well…Almost. They will work for cupcakes and jelly beans. We even recruited such companies as Nationale-Nederlanden, BNP Paribas and Reckitt. Our foundation became well known among experts on LinkedIn.