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Cyber 2013 brief – Bílá pastelka

15/04/2013 by admin

WHAT WE WILL DO

Create a banner (Rectangle 910x370px) for a charity campaign supporting Bílá pastelka (White crayon) street collection and motivate people to donate money.

THE CIRCUMSTANCES

White Cane Safety Day is a day of national observance in the United States, celebrated each year since 1964 on October 15.

The date is set aside to celebrate the achievements of people who are blind or visually impaired, and the important symbol of blindness and tool of independence is the white cane. For the same reason, the “Bílá pastelka” street collection is organized in more than 200 Czech cities. You can meet almost 3,000 volunteers in the streets selling white crayons and little black notebooks (symbolizing the world of blind people) every year in the middle of October. The money that is collected is used for educational programs for blind people who learn to live a normal life despite their loss of sight or serious damage to their eyes, and for special services for the blind and visually impaired.

Seznam.cz is a long-term partner of the collection and also supports blind-friendly Web pages in the Czech Republic. On the day of the Bílá pastelka collection, Seznam.cz changes the logo on its homepage to remind users of this event (see examples from last year: http://seznam.sblog.cz/2012/10/17/423 and http://onas.seznam.cz/cz/marketing/charitativni-cinnost/bila-pastelka/).

As we know from Internet users and volunteers, the support by Seznam.cz serves as vital proof that this street collection is a serious project that helps blind people in a very real way.

WHAT WE WANT TO ACHIEVE

Raising trust and awareness of the street collection. We want to call Internet users to action by attracting them to visit our Seznam site (http://onas.seznam.cz/cz/marketing/charitativni-cinnost/bila-pastelka) with information on how to make a donation to Bílá pastelka.AND THAT IS WHY WE ADDRESS

All, 20 – 59 years old, ABCD, with kids

THE AIM IS TO

Raise interest in the charity project Bílá pastelka and bring users to our website (http://onas.seznam.cz/cz/marketing/charitativni-cinnost/bila-pastelka), where they will see how they can support the project — by sending a DMS or buying white crayons on a street.

BY SAYING TO THEM

That buying a white crayon is a way to support blind people in the Czech Republic.

MANDATORY REQUIREMENT

Bílá pastelka logo

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