Young Lions Czech Republic 2019 PR category - Team 4

1. Find the roots of Spruce
Highlander
Zachraňme lesy – Hnutí DUHA
Anna Stěpanovová, Anežka Svobodová

2. Key vision
• The world would be a better
place if spruces grew where
they are supposed to and
forests were diverse
• Why spruce?

3. Setting up the topic
• Forests are dying. Why is this a problem?
• Hero video including hard data from Hnutí DUHA
• Informational press pack for media
• Social media channels + media coverage
 Rational part of our campaign
• How to help the forests?
We need a superhero!

4. Meet Spruce Highlander
• Lost tree who was supposed to grow
in the mountains but is sad in lowlands and suffering
• Help him get back home to the mountains!
• Why is Spruce our superhero?
 Emotional part of our campaign
• Instagram – friends of Spruce (Birch, Oak, Beech etc.)
• New visual style

5. Only you can get him home!
• What to do? All he needs is your signature and support
• Why? To change the law to save forests for your children a next generations
• Social media, PR campaign
• Leads collection on
• Facebook – lead ad forms
• Web – current form
60 000
10 000
30 000

6. Interactive content
• Interactive content on Zachraňme lesy
website, Facebook and Instagram
• ASMR sounds / video
• Strips from Spruce‘s life
• Coloring books for kids
• Houses for dwarfs building
instructions
• Educational fun Facebook quizzes
• Route maps / trips
• etc.

7. Influencers
• They will help us introduce Spruce
Highlander to the society and explain
his quest
• We will give them plush toy of Spruce
Highlander and tree seeds – they can
take spruce home and share it with
the world

8. Media
• Hard data at the beginning of
communication – from Hnutí DUHA
• Spruce‘s story – press pack (with plush toy
and tree seeds)
• Print advertorials in local newspapers –
Get Spruce home – QR code to web

9. Timing
• Social and PR campaign: May – October
• May: topic opening, Spruce Highlander appears
• June: advertorials
• June – October: leads collection
• October: Spruce arrives home

10. Spruce
Highlander
The world would be a better place if…
• spruces grew where they are supposed to
• forests were diverse
Set up the topic
Media
Social Media
Bring it closer to people
Create a connection
Media communication
Hard data
Advertorials
Spruce‘s story
Why Spruce?
Who is he?
What is his goal?
Creative content
ASMR videos
Funny strips
Colouring books
Influencers
Introduction
Taking Spruce home
Other trees‘ stories
Instagram
Facebook
Zachraňme lesy
Help him find the root
Why should people
support him?
He is the superhero our
planet and children need!
Leads collecting
Facebook lead ad forms
Web form
QR code