MEDIA | Brief
What’s the Ambition
To recruit the next generation of child psychologists in the Czech Republic by getting the nation talking about the
growing mental health problems facing children and adolescents.
A ticking talent crisis needs to be fixed today by any means necessary.
There is no far enough.
What’s the Background and Challenge?
The events of recent years have contributed to a huge increase in mental health problems among children and
adolescents. The long-term impacts of lockdowns and social isolation have resulted in many young people breaking
vital threads of social connection – with many children not returning to sports and hobbies they enjoyed pre-pandemic.
The loss of relationships coupled with growing pressures for children to be ‘exceptional’ has led to a spike in anxiety-
depressive disorders with many young people turning the setbacks and frustrations on themselves in the form of self-
harm and suicide attempts.
Despite the growing presence in society, Czech people don’t talk enough about these problems and don’t take the
issues facing children seriously. It’s easier for people to admit they’re going for a colonoscopy than taking their child to a
psychologist.
The root cause of mental health problems is systemic and complex, but if we don’t act now, in a few years’ time, there
simply won’t be enough trained psychologists to care for our nation’s children. Currently, there are only 180 child
psychologists in the country, and 86 (47%) are over 65 years old.
It’s time society recognised how essential these experts are to safeguarding the future of our nation’s children. We need
to change the narrative if we want to attract the talent we need.
The Customer?
Target Audience: University students at the start of their medical degrees and high school students who are about to go
off and study medicine.
Medicine is a vocational and hugely personal career; students are driven to help people and want to leave the world in a
better place than when they found it – it’s a competitive, long and hard degree course, so it’s no wonder they want a
prestigious job at the end of it.
They are tuned into mental health conversations via TikTok, dramatic TV shows like Euphoria and famous faces who
increasingly share their stories publicly.
Currently, only 5% of students consider the study of Children’s Psychiatry due to the following barriers:
1. No money in it
2. Low social status reward
3. Length of the studies and pass rate – it’s hard
4. Almost no insight into the field while studying medicine
5. Lack of attestation staff
So it’s no surprise that medical students are more attracted to modern buildings and high-grade technology in practices
like neurology. If we can get society to take this problem seriously and start talking, we will have a much better chance
of attracting the prestigious young talent we desperately need.

How can Kapka Nadeje Deliver against the customers’ needs?
Cooperation with one of the oldest and most established foundations.
 Kapka naděje has purchased more than 500 medical devices.
 Kapka naděje donated more than 200 million CZK.
 Kapka naděje completed three scientific research studies in the field of haematology and oncology.
 Kapka naděje has done more than 250 projects in the field of psychosocial care.
 Kapka naděje is the first foundation focusing on child psychiatry.
 Working with KN means we have access to the following:
 Child psychology doctors
 Brand partners
 Network of experts across the country
 Big cities and small villages
How do we Evaluate it?
Changing the narrative and getting the nation talking
 PR coverage – TV, Radio and press coverage of the story
 Social media conversations
Recruiting the next generation of child psychologists
 % of medical students considering studying (currently at 5%)
 % increase in students successfully studying
 Increase in the number of trained psychologists. Currently, there are 6 for every 100,000 child or adolescent
patients – we have to change this ratio.
In Summary: Get / To / By
Get – University students who want to help society
To – study child psychiatry as part of their degree
By – changing the narrative around children’s mental health in Czech society.
What else will help you get this right?
What the judges are looking for
A clear and memorable creative concept that is built from interesting strategic thinking.
We want to see how your idea would come to life in a range of channels – print, social, PR, festivals, email; there are no
boundaries to your ideas.
Budget
Unfortunately, we don’t have big media budgets for marketing campaigns. What we do have is a collaborative PR
agency that can arrange media coverage.
We also have access to influencers, universities and child psychology doctors who we would be looking to work with us
pro bono.
Tone of voice
Given that we want to attract attention, but we don’t have a big budget, we need to be emotional and surprising in our
approach.
Nothing should be discounted to land the message in society – comedy and surprise, shock and scare tactics, big
emotional grenades that stay with you.
Other useful info
· https://www.nudz.cz/

· http://www.cspsychiatr.cz/cislo_akt.php
· https://www.addp.cz/
· https://www.psychiatrie.cz/
· https://www.nros.cz/podporujeme/program-3p/
Web & Social media channels
Website – https://www.kapkanadeje.cz/
Facebook – https://www.facebook.com/kapkanadeje
Instagram - https://www.instagram.com/kapka_nadeje/?hl=cs
LinkedIn - https://www.linkedin.com/company/kapkanadeje/?originalSubdomain=cz