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Industry Public awareness
Media Promo & PR, Case study
Market Ukraine
Released July 2012

Credits & Description

Category: Public Sector
Senior Account Executive: Simona Dumciute (VRP | Hill & Knowlton)
Creative Project Executive: Balys Narbutas (VRP | Hill & Knowlton)
Public Relations, Advocacy and Outreach Coordinator: Agniete Kurutyte (Martynas Mazvydas National Library of Lithuania)
Account Director: Lina Šliogeriene (VRP | Hill & Knowlton)
Project Manager: Kestutis Juskevicius (Martynas Mazvydas National Library of Lithuania)
Media placement: Internet media - Balsas.lt, VTV.lt - 24 September 2009
Media placement: Print media - 15 min - 28 September 2009
Media placement: Internet media - Delfi.lt, bernardinai.lt, 15min.lt, elektronika.lt, alfa.lt, etc. - 28 September 2009
Media placement: TV report - LTV - 16 December 2009

Summary of the Campaign
Objectives: effectively raise awareness of free internet access in public libraries among children from social risk groups, attract them to public libraries and generally improve libraries’ image among children. Target audience: Children from social risk groups, aged up to 18. Challenge: creative an efficient solution entailing public libraries and the internet, making it appealing and relevant to children, under a very tight budget. Strategy: To involve Lithuanian children and pop stars, we chose a theme relevant for both – cruelty among children, and an attractive form for children: a lyrics writing contest. The prize: each celebrity chose one text and recorded it as a song. Execution: We worked with celebrities, ministries, child psychologists, help-line, and other specialists, introduced the Campaign website www.dainazvaigzdei.lt (song-for-a-star) to the target audience, and held online conferences between celebrities and campaign partners, and children gathered in almost 500 participating libraries. Outcome: - 100 000 unique users - 1 000 lyrics in one month - 9 direct online conferences, involving approximately 5 000 children each - 7 new songs by Lithuanian music stars (one performed at the national Eurovision selections) - Almost 60 media appearances - Campaign extension from 1 to 3 months - Closing Concert on national TV

The Goal
Research showed that most children were aware of the free Internet available in public libraries, yet considered the library a boring and conservative place. We had to attract children from social risk groups to public libraries, stimulate their integration in society, and improve the library’s image among children in general. The challenge was coming up with an attractive and relevant form to do so, entailing both the libraries, and the Internet.

Successful strategy planning and implementation led to a campaign that, in spite of its small budget, exceeded all expectations, culminating gloriously with a concert on national TV. We created the possibility for children to interact, make friends, learn, and spend time creatively in public libraries, stimulating both the integration of children from social risk groups, and more favourable perception of the library. In addition, the campaign drew society’s attention to the major problem of cruelty among children in Lithuania, and developed into a project filled with great passion, inspiration, and devotion for everyone involved. Accomplishments we’re proud of: - 100 000 unique users - 1 000 lyrics in one month - 9 direct online conferences, involving at least 5 000 children each - 7 newly born songs by Lithuanian music stars (one performed at the national Eurovision song selections) - Almost 60 media appearances - Closing concert on national TV

We established cooperation with celebrities, ministries, children‘s psychologists, help-line, and other specialists and NVOs, and introduced the campaign website www.dainazvaigzdei.lt (song for a star) to the target audience. We launched the campaign with an on-line conference between celebrities and children gathered in almost 500 libraries. Throughout the campaign, additional online conferences were organised on the main topic, involving the participating musician and campaign partners. During all our events, the internet in libraries “belonged” exclusively to kids, and we emphasised this in our communication. Although initially planned to last one month, the campaign’s success extended it to three. We managed to attract additional funds and end the campaign with a successful concert on national TV, also not planned initially, holding an on-site media briefing with all the stars and authors of winning songs. All lyrics, songs, photographs, and the concert video, can be viewed and downloaded on www.dainazvaigzdei.lt.

The Situation
During the National Library’s project "Libraries for Innovation”, over 1200 libraries were equipped with computers and free internet connectivity. The project is aimed at increasing the Lithuanian population’s use of information technologies in daily life, especially in rural areas and among various social risk groups that free internet would benefit the most. “Write a Song for a Star” was one of several campaigns we carried out to promote the project, our overall goal being a 40% increase in the awareness and favourable perception of the project and libraries among social risk groups. We had to keep to a low budget.

The Strategy
To get children’s attention, we organized an online song-writing contest in cooperation with some of the most popular music stars in Lithuania. For the campaign theme, we chose cruel behaviour among children – a key concern in Lithuania, where suicide and violence among children is the highest in the EU. An important social theme helped us attract celebrities, who embraced the opportunity to contribute to a social project. Celebrities helped us attract children’s attention and, as authority figures, to get our message across. We determined the best way to reach children from social risk groups was through focused and direct communication with foster homes, day care centres, and social pedagogues. In order to avoid setting our target group apart in any way from the rest of society, and to spread our social message more broadly, communication to and participation of all children was assured.