Hrabri telefon (Brave Phone) helps children battle problems, no matter how big or small they are, or how simple or complicated they become. Everyone and everything – matters.
Brave Phone is a non-profit organisation which provides consultations to children and young adults via phone, email or chat contacts. They do the same for parents and family members, in the effort to educate families and support children in their everyday struggles. They have been providing their consultation & education services since 1997.
The challenge we found ourselves facing seemed tough as nails. How do you open a dialogue and build a long-term relationship with children and young adults who are by default at an age when distrust roars loudest – especially when coupled with personal and family issues they might be battling. Issues ranging from “simple” communication challenges with their parents, to eating disorders, even to those in which they need to dial 911 or social services. How do you trust the adult volunteers of Brave Phone when the adults who were supposed to protect you and nurture you (your family) are the ones who are hurting you the most? Can you trust anyone anymore?
How to communicate support and build trust, but in an honest and safe environment? We chose an instant messaging application with the highest security measures and expressive means of communication. “Silent stickers” enabled us to use emotion as the sole communication tool, to appeal to children and young adults and to build and develop trust between them and Brave Phone. In this non-intrusive way, throughout a period of 12 weeks, we also shared 12 stories which spoke about some of the struggles children have faced (eating disorders, bullying, drug abuse, alcoholism in the family, etc.).
In order to spread the stories and connect with the audience on a deeper level, we decided to involve people with similar stories. Who can share their experiences. Who can become role models. Who already are role models in their chosen field. Influencers.
However, what distinguished this program from other influencer marketing campaigns was – the approach. First, we found trustworthy influencers who wanted to use their influence for a good cause. Who understood or had lived through similar situations. And who’d wished, in those crucial life moments, to have their own hero to show them that they can make it. That they can survive.
Second, we developed an individually measured program. We chose influencers from various backgrounds, with varying numbers of followers and levels of engagement (from micro to macro). Then, we provided them with links which carried an inspirational name for each individual influencer (BraveAna, BraveBarbara…) so we could track the traffic, as well as with unique visuals which they could share on their own social profiles and pages.
Being able to help. Giving something without expecting anything. Yes, these simple actions created positive emotions. At least, 31 influencers who gave us their influence for free agreed. The extraordinary number of influencers who jumped in to support a good cause, without being invited by a large media outlet or the enticement of personal exposure as a benefit of participation, demonstrated the positive power they can wield when swayed in the right direction. None of them were paid in money… but they were paid in the personal satisfaction of knowing they probably helped some of their followers. Knowing they were honest. Open. Emotionally fragile. And truthful about their own childhood experiences. Thus, influencers became true role-models, someone children and young adults could REALLY relate to and connect with. Here lies the real power of influencer relationship management.
community members
chatbot contacts
people reached through influencers
increase in phone contact
increase in chat contact
increase in email contact
