This PR campaign aims to change perceptions of charity in Belarus and motivate young people to donate. It introduces a "Charity Accelerator" platform that frames donations as investments in startups (children in need) with potential to succeed. Key elements include launching a cryptocurrency to make donations feel like profitable ventures, hosting regular pitching events to spotlight real stories, and leveraging influencers to engage the target audience. The goal is to build a culture of regular charitable giving through gamification, transparency and a modern, tech-focused approach.

1. PR CAMPAING ”A MAN IS ABLE TO HELP”

2. In our country people often donate with caution. Some people believe, charitable
organizations are a business that aims to make a profit on misfortune of others.
GOAL
Development of charity culture and changing the way of thinking in Belarus – not
to be afraid to donate to a non-profit organization.
OBJECTIVES
To instill a culture of charity: make it a trendy lifestyle, to teach Belarusians to
make donations
TARGET AUDIENCE
Young people in the age of 24-35. Follow the trends, pick up knowledge from the
Internet. They watch TV less and less, which is one of the main channels for
informing about the needs for charitable help to sick children.
BACKGROUND
A little brief

3. INSIGHT
I'M READY TO INVEST IN UNDERSTANDABLE
THINGS, SO I CAN GET TANGIBLE RESULTS.
But is it possible to get the result from charity?
SOCIAL TREND
IT sector is the most successful and disputable
industry in Belarus. The country's reputation for IT
and implementing the new laws about
cryptocurrency has attracted the interest of
numerous IT-intensive companies and
investments, therefore many young people want to
be part of this domain. Blockchain,
entrepreneurship, ventures capital became hype
and hot topic for every discussion and newsfeed.

4. BIG IDEA:
CHARITY ACCELERATOR
Every child is a startup,
Every donator is an investor!
Every child have a chance to become famous or ranking
professional as every startup can become 1$ billion unicorn.
Do you know, probably Viktor Ivanov who need a surgery
will be next Elon Mask?
Be a part of this successful project! Invest right now and
support this opportunity improve the quality of life of
Belarusian youth.
Finally you can get huge emotional feedback when you even
unexpected it!
Let’s switch off from context of hard illnesses and pain to
positive thinking about future results. We use disruptive
eco-system of cutting-edge industry for endorsing charity
attractiveness for millennials.

5. Aliquam
WHAT IS CHARITY
ACCELERATOR?
Every part of charity process has specific role as a part of startup
industry and made organization UNIHELP more tempting for
target audience.
ACCELERATOR = CHARITY FOND
• Integrate startups (children) which
need a support
• Help to find investors (donators)
STARTUPS = CHILDREN
• Need help right now
• Ought to be next super stars
INVESTORS = DONATORS
• Pay for the future
• Became a part of a huge project
FOUNDERS = VOLONURES /
PARENTS / OPINION LIDERS
• Launch startups
• Open investment round

6. EXECUTION
The start of our project will begin with a powerful
conference in the High-Tech Park – the Belarusian
Silicon Valley. The main goal is to convey knowledge
about the launch of a new platform to support our
future.
INSTRUMENT
Press conference for journalists, representatives of the
business incubator, relevant opinion leaders from the
IT sphere and parents of children - for example, Elena
Tagil and Artem Kontsevoy (dev.by). Also we will
send a press release to international specialized
publications on the basis of the newsbreak "A
promising category of startups – First Charity
Accelerator – has been launched in Belorussian High-
Tech Park”.
IMPACT
Startups and its implementation are extremely popular
now. A new format for such projects will attract
natural attention to this platform. Thus, we will be able
to raise awareness about the organization, also tell
how each participant in the start-up can invest in the
future and make a profit!
STEP 1. AWARNESS
NEWSBREAK

7. EXECUTION
o Implementation a platform to the
UNIHELP website, which uses
smart contracts to pay donations to
charities proving they have met
specific goals. In so doing, smart
contracts enable fully auditable
performance data which is secure
and extremely difficult to falsify or
hack.
o In a payment process donators
convert their money to a new
cryptocurrency HelpCoin. We
enlist the support of government
and launch the opportunity to cover
part of entrepreneurial taxes with
HelpCoin.
CHANNELS
o UNIHELP website
o Press release
o Audience engagement
o Government partnership
IMPACT
o The charity sector is currently
going through a crisis of public
trust. Blockchain technology able
to remove the requirements of
putting one's trust into a
centralized. The donors stay in full
control of the funds.
o Additional motivation for earning
our currency HelpCoin maintains a
donation on a regular basis.
STEP 2. MOTIVATION
GOVERNMENT
RELATION

8. EXECUTION
Pitching – is a regular PR-event with speakers, journalist and
audience. The events are held on the basis of a High-Tech Park.
At each event we invite the three main speakers who defend
their project in a manner similar to the protection of the start-up
(pitching).
Our speakers:
o Relevant opinion leader (for example, the first model with
cerebral palsy). Pitch topic: ”How to be succeed”
o Parents of a recovered child. Pitch topic: “Overcoming the
barriers of the disease”
o Volunteer of Unihelp organization. Pitch topic: “What
motivates to become a volunteer”
INSTRUMENT
Regular PR-event. Also event is broadcast with livestreams to
create a real atmosphere of the start-up pitches.
IMPACT
After pitches, investors transfer material contributions, get help,
and accumulate social capital. Also we show each of the parties
of charity accelerator. It allows to get acquainted with the
children and their parents, the organization's volunteers - that is,
see real people who need your help!
STEP 3. ACTION
PITCHING

9. LAUNCH
CHARITY
ACCELERATOR
Press conference
Press release
• Fix the problem that in our country people often donate with caution, because believe
charitable organizations are a business that aims to make a profit on misfortune of
others.
• Take charitable donations to the next level! New platform enables transparency and
accountability for P2P donations, and aims to build communities around changing the
world for the better.
• Provide return of investment in a short-term perspective on the government level.
• Build motivation and finally a habit of regular donation.
• Make donation process in a cutting-edge approach with a cryptocurrency (tokens)
wallet and valuable exchange.
• Trendy form for organizing event attracts young audience and engages all
participants of charity projects: volunteers, parents, organization stakeholders.
• Face to face presentation refreshes promotion step and makes children stories
more transparent.
• Build huge awareness and reach of a target audience through livestreams of
pitches in social media accounts.
• Every meetup is supported by a special guest: an influencer who can inspire youth
with his own life experience. For example: fashion model with cerebral palsy
syndrome or mom of talented kid with seriously ill.
CRYPTO
CURRENCY
Blockchain
technology
implementation
STARTUP
PITCHING
Regular events
for starting
investment round
SMART
CONTRACT
Trust
Control of funds
HELPCOIN
Government
Partnership
Real motivation
MEETUPS
Volunteer talk
Parents
storytelling
SOCIAL MEDIA
Events livestream
Influencers
PR CAMPAIGN
Execution and channels flow

10. SUMMARY
Implementing disruptive startup eco-
system and blockchain technology
makes charity attractive for millennials
and focus on positive results rather than
serious problems which youth try to
avoid. Features such as smart contract
and token release contribute trust and
engagement on regular basis for a target
audience.
This PR campaign definitely
masterpieces newsbreaks during all year.
Monthly pitching event and meetup
helps to inform the target audience about
children who need a help in a modern
and interactive way.