Yl17 media 08_mc_cann-triad

1. #TreatMeRight
Some
mistreatment
does
not
hurt.
Mistreatment
of
Spiritual
Emergency
can
ruin
lives.

2. THE
RIGHT
AUDIENCE
30+,
big
cities,
salary
above
average,
mid-­‐high
management,
busy,
working
with
people.
They
are
used
to
being
in
charge
of
every
aspect
of
their
lives.
They
carefully
craft
their
identities
in
order
to
be
treated
right
according
to
their
own
perception
of
themselves.
INSIGHT
TA
fears
being
misjudged,
mistreated
and
not
handled
according
to
their
own
personality.

3. THE
RIGHT
CONNECTION
As
our
TA
fear
being
misjudged
and
mistreated,
that’s
a
perfect
fit
for
Diabasis
values.
DIABASIS
CORE
VALUE
Making
sure
people
suffering
with
Spiritual
Emergency
are
being
diagnosed
right
and
get
the
right
treatment.

4. THE
RIGHT
EXECUTION
It
is
essential
to
reach
the
TA
where
they
already
are
and
surprise
them
to
get
their
attention.

5. THE
RIGHT
EXECUTION
This won’t hurt you.
This is actually Vitamin C.
But imagine you have really been
misdiagnosed. You’ll spend a month
in psychiatric ward where you don’t
belong. You will be prescribed drugs
with serious side effects and may be
forced to take them for the rest of your
life. And the worst part: your problem
won’t go away anyway.
Many people with Spiritual
Emergency have to live like this.
Donate and help everyone to be
treated right.
www.treatmeright.cz
The other side

6. THE
RIGHT
WEBSITE
We
do
not
want
to
overwhelm
the
potential
donor
by
the
complexity
of
the
topic.
At
first
we
will
make
it
simple
and
just
tell
who
will
benefit
from
the
donation.
After
that
the
user
will
be
guided
to
learn
more.
People suffering Spiritual Emergency are being falsely
diagnosed with psychosis. They can be treated right,
but are receiving treatment that can hurt them and put
them out of normal life.
Help us to educate and treat people right by making a
donation.
I want to help
Donate About Spiritual Emergency

7. TREAT
ME
UNIVERSALLY
Liftago
We
will
partner
with
Liftago
to
make
the
drivers
during
business
hours
act
odd
and
look
silly.
Waste
sorting
containers
We
will
use
the
containers
to
carry
the
message
that
people
care
more
about
waste
being
sorted
than
about
people
getting
the
right
treatment.
ROHLIK.CZ
In
partnership
with
Rohlik
we
select
certain
segments
of
buyers
and
put
a
totally
„out-­‐of-­‐
place”
item
in
each
order
bundled
with
a
flyer
delivering
our
message:
Help
everyone
be
treated
right.

8. TREAT
ME
IN
DIGITAL
Targeted
Social
Ads
The
same
mechanic
applies
as
to
the
programmatic
banners
just
using
Facebook
and
Instagram.
Budget:
20
000
CZK
Target
group
on
FB
+
IG:
250
00
Estimated
reach:
200
000
Estimated
clicks:
30
000
Estimated
donations:
150
000
PROGRAMMATIC
BANNERS
We
will
serve
totally
unfitting
ads
to
segmented
interest
based
groups.
The
ads
will
quickly
animate
to
our
message:
Misplaced
ads
won’t
hurt
anyone,
misplaced
treatment
can
ruin
lives.

9. TREAT
THEM
RIGHT
We
know
our
TA
follows
similarly
minded
examples
in
their
community.
We
plan
to
team-­‐up
with
digital
influencers
who
will
support
the
cause
by
their
heart.
LADISLAV
ZIBURA
PAVLÍNA
LOUŽENSKÁ LADA
BRŮNOVÁ
DAN
PŘIBÁŇ

10. COSTS
&
GAINS
Our
concept
is
modular
and
can
be
done
with
various
partners.
Those
partnerships
will
be
of
low
additional
production
costs.
Modularity
help
us
to
run
the
campaign
in
long-­‐term,
continuously
raise
awareness
as
well
as
donations.
And
one
more
thing.
While
donating,
you
can
off
course
subscribe
to
ongoing
monthly
support.
STRAIGHT
TO
THE
GOAL
If
we
combine
restaurant
stunt
with
digital
media
support
in
the
beginning,
we
can
fundraise
300
000
CZK
in
donations
within
first
2
weeks
while
investing
50
000
CZK.