We CAN help them!
The significant rise in mental health issues among children
and adolescents needs to be urgently addressed to prevent
self-harm and suicide attempts.
Lack of a child psychiatrist and underdeveloped info
structure could lead to system breakdown caused by the non-
availability of professional help.
This profession is considered less attractive for med
students which is caused by public opinion and lower salary
rates vs other doctor specializations.
vs
cool lame

They CAN be heroes of tommorow
The goal is to increase the number of child
psychiatrists by improving the perception of the
profession (up to 20%) in 2 years by raising
awareness of the child‘s mental problem issue and
offering solutions for improving the situation.

We all CAN help
PUBLIC
DECISION
INFLUENCERS
MED
STUDENTS
Med students aged 23-25
choosing specialization after
studies
Close ones to med students
such as friends and family
General public (+18), with low
awareness of the issue

Good will CAN help
Stage 1 – AWARENESS ABOUT THE PROBLEM
Stage 2 – OFFERING SOLUTION THROUGH PRAZDROJ
Stage 3 – MAKE IT BIG WITH OTHERS
• Awareness about the increasing number of children with mental issues
• Perception of the profession
• Lower salery vs other specialzations
• Lack of infrastructure
• Three pillars of improvement
• Unique portfolio
• Big PR impact
• Strong contribution to the system
• Building a better future

Awareness CAN be the key
360°
Create emotional impact
on consumers in the first
stage of communication
without revealing
company identity
TVC
OOH
Influencers
Digital
PR
MAKE THEM HEROES GIVE THEM FAIR REWARD DELIVER TOOLS TO SAVE LIFES

CAN of good will
•Description: New 250ml cans with
Kapka Naděje communication
•Pricing: Promotional level of 500ml can
portfolio
•Purpose: Additional revenue will be
donated to a transparent account to fund
activities to help solve the current
situation
The presented solution brings not only a positive impact to the
community and client but also a real business impact to the company
bringing:
• New variants for different occasions and consumers
• Increase in brand value perception by the consumer
• Additional possibilities for product visibility
Delivering a triple-win.
You CAN help today
(DIGITAL)
You CAN help to-go
(OFF-TRADE)
You CAN help right here
(ON-TRADE)

CAN of good will
1) Make child psychiatrists more than
a job – it‘s a mission, saving lives.
Start today and make them heroes of
tomorrow.
4)
Purpose: Investments from the transparent fund to develop offices across
the republic
Goal: Ensure effective help to patients in need
Challenge: Overcoming the lack of psychiatrists will take time
Solution: Development of sophisticated AI to identify potentially
depressed children
2) Assure, that these
professionals get paid 130% of
the average doctor‘s salary.
3) Inspire medics to choose this profession at
relevant locations such as medical schools, and
student bars using benefits delivered by funds
from a promo portfolio.
BOTH SAVES LIFES

World CAN bring good will
• Stage 3 after establishing awareness and proving the
sustainability of the project:
• Joint investments by multiple companies following
basic criteria:
• Designeted products to project
• Joint approach on contribution to the transparent
account
• Unified approach to the branding of products
and communication
Bringing a better world for the people and PR/CSR
competitive advantage to involved subjects
Company PR
B2C communication

World CAN become a better place
1) Addressing
• Percetion of the profession
• Lower income outlook
• Missing infrastructure
2) By long-term strategy to
• Build awareness of the issue
• Normalizing treatment of mental issues
• Improving the psychiatrist‘s image
3) 3 Stages of activation
• Generates public interest in the issue
• Bringing additional value to involved companies
• Delivering long-term sustainable funding
• Creating a better word
lame
4) All together inspiring and motivating med students to
work in the relevant, attractive fields, being perceived as
heroes of tomorrow

We need to help those who CAN help our children
1) Increase consideration of Child
psychiatry as a specialization of medics
from 5% to 20%, by shifting the
perception of the profession. Focus on the
biggest barriers, such as the current low
value of psychiatry in public perception
and under-indexing salaries.
2) Raise public awareness about the
issue to become a relevant subject for
people to talk about through strong
communication campaigns with child
psychiatry as the heroes of tomorrow.
3) Launch unique beneficial products in the
portfolio to bring sustainable funding for
improving conditions in the field, and
positive impact on the company‘s
business.
4) Work long term with the subject with specific
goals such as competitive salary (130% ratio), AI
helping identify early stages of depression, and
effective system of support. Bring to the project
other relevant companies to assure sufficient
funding for all parts of the project.