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We create series of ads hosted by

Nike page. These ads will lead to landing page

showing how to engage in running

challenge.

Ambassadors add the message to their runs, tag

@Edna_The_Runnerand use

#RunEdnaRun. Edna shares Nike+ results with pictures

on her profile.

Vlog contains daily activities of Edna. We use other cool

tools like 360°videos and live

reports too. Perfect place to tell Edna's

story.

Beat edna

INSIGHTWe are obsessed with a life tracking,

while there is still 1.5 billion poor people running off the track.

We associate physical pain from exercise with a peace of mind and strike for the best score, meanwhile a quarter of the

planet is feeling the other way.

Our goal was to fight myths about a) passivity of people in developing countries and b) to show results of long-term cooperation, in general

work of People in Need.

SOLUTIONPartnering with popular running app Nike+, we'll create profile of Edna, a young woman

from Angola. She's not a sportsman, she just lives day to day life. Edna is willing to tell her story using similar tools like our

target group, even though she didn’t stand at the racing track for purpose.

HOW WILL IT WORKWe'll give another meaning to sharing

sports results on social media by introducing ‘BEAT EDNA!’ campaign. We'll motivate runners to connect with

Edna's Nike+ profile, to compete with her daily fuel spend and share the game

to inspire the others.

!

2

Our challenge was to bring the attention of young people to People in Need. Fight the myths mainly about a) passivity of people in developing countriesand b) to show results of long-term cooperation. Actions of organization remained often unseen.

For people in Third World Countries, physical activity is a must, while being a pleasure for us.We took advantage of it, came up with Edna the Runner and created a Nike+ profile of Angolan woman, who is not an athlete. We opposed her to one of the largest interest groups - runners. We motivated the runners to connect with Edna's profile, compete with her daily fuel spend and share the game to inspire others.

What We Talk About When We Talk About Running

SUMMARY PICTURE INTEGRATED SOCIAL MEDIA CAMPAIGNSUMMARY

1. summary

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We are obsessed with a life tracking, while there is still 1.5 billion poor

people running off the track.

Above our daily routines are activities that makes us happy. Like

RUNNING. 62% of the Czech population LOVES running.

We associate physical pain from exercise with a peace of mind and

strike for the best score, meanwhile a quarter of the planet is feeling the

other way.Can we help developing countries

simply by following our favorite habits?

CREATIVE INSIGHT

2. WRITTEN SUBMISSION OF THE CAMPAIGN

Sure we can! While partnering with popular running app Nike+,we'll create profile of Edna,

an ordinary young woman from Angola.

Edna will be equipped with Nike+ Fuel Band to measure her daily activity. What is short-term relax for us, is hardcore reality for her. Edna is willing to tell her story

using similar tools like our target group, even though she didn't

stand at the racing track for purpose.

WHAT IS OUR SOLUTION?

Young people tend to share their sports achievements on social media. We'll give it another

meaning.

At the beginning we'll annoy audience on Facebook and

Instagram a bit with a controversial ‘BEAT EDNA!’ message.

Capturing their attention, we'll motivate runners to connect with

Edna's Nike+ real profile, compete with her daily fuel spend and share

the game to inspire the others.

Care phase will be provided by authentic YouTube vlogs.

Sharing our runs usually means ego boost, this time it is more.

HOW DOES IT WORK?

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FACEBOOK

3. THE USE OF 3 SOCIAL MEDIA PLATFORMS

YOUTUBEINSTAGRAM

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4. THE USE OF facebook

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Campaign start is in the name of Nike. We take advantage of its power and credibility to create series of Facebook Ads hosted by Nike page. Sponsored posts will show simple claim 'BEAT EDNA!' with a photo of an ordinary woman from Angola. These ads will lead to landing page containing:• How to engage in this running challenge• Edna's daily results from Nike+• Unlocked life achievements of Edna

(e.g. finished 5th grade, two of her children reached adulthood)

• Feed of #RunEdnaRun hashtag• Links to Edna's Facebook, YouTube & Instagram

5. THE USE OF INSTAGRAM

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INSTAGRAM WORLDInstagram is full of healthy lifestyle hipsters and running freaks. We want to raise attention and passion in the audience, so selected ambassadors will start our campaign by adding message ‘Come on, let’s beat Edna!’ to their runs. Moreover, they tag @Edna_the_Runner in their fitness posts and use hashtag #RunEdnaRun.

EDNA'S PROFILEEdna shares results from Nike+ Fuel Band with pictures showing pure life around her: building a school, sinking a well with People in Need, playing with kids.

6. THE USE OF YOUTUBE

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We are Generation Vlog. Producing and consuming short videos. Fashion, gameplays, snack preparation. What was missing? Vloggers from poor areas can use YouTube as a powerful tool to enlightenment. Diary of @Edna_the_Runner contains hardcore training tips & tricks. Actually no, just regular daily activities of Edna. We also use other cool ways to show her 'runs' like 360° videos and live reports. YouTube is perfect place to tell Edna's story.