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Young Lions CZ 2023 | DIGITAL 10

  1. Campaign Summary Project Dobro-druzi supports youngsters who care for their local community and environment. In teenage age, they are in a process of finding their identity. A big part of ones identity is being part of a community. We will not only help in defining who they are, but also advise them on how they can work with that in their local community. Creative Insight Young people have lost the connection to the place they live. It is mainly because they can create and support their communities in an online environment very easily, no matter the distance. The problem is that this trend may lead to a very individualistic society. We need to reinvent the sense of local belonging in their minds. And what is the oldest motiv of local culture? Folklore. As both community and identity representative. This fits perfectly in the way that teenagers communicate online. Metahumour. Solution Personality test! As a tool for finding their identity. Together with their personality definition, we advise them on how to use this type of personality in their local community. And motivate them to register. We support the campaign with the format where you can tag your friend. Peers can nominate each other directly for registration, then we can reach out in the comments. Whole test in a folklor visual concept, that surprizes them, combined with cool assets, that also push them further in the process. Funny folklore personas representing personality types also serve as a main communication asset. How does it work? AWARENESS: We show different types of personalities challenging users to take a test too. In an easy stories posts with CTA. Selected influencers sharing their results. ACTIVATION: Interactive quiz on a landing page. Filling the test, users get their personality description and a calling to use it immediately for a specific activity. ACTION: The button calling to use their personality for an activity leads them to fill the formula. Community management as a supporting channel under the tag a friend post. We explain benefits in comments under posts. MAINTENANCE: Possibility to share the test results on Insta stories to support organic potential. Who are you and what is your place in your local community? Spend afternoon with seniors bavič mušketýr Clean the forest with the gang nadacevia 1h T ake a test How do you look on Monday morning? When I’m going out with friends, I love to.. Dance Joke around Listen to music Be quiet and hope nobody is noticing me PERSONALITY TEST: Who are you and what is your place in your local community? 1/10 2/10 bavič Funniest homies around! When there is room for humor, they can’t help themselves. A moment of silence traumatizes them. They like to be the center of attention. Spend afternoon with seniors Share your results Stories KDO JSEM share click fill in 09:41 nadacevia Posts nadacevia o o n w i t h s e n i o r s Tag the funniest homie! register
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