This document proposes a provocative campaign to raise awareness of the lack of child psychiatrists and long wait times for mental health treatment. It would involve distributing "suicide attempt manuals" to parents, highlighting that a suicide attempt is often the only way for a child to receive timely psychiatric care. This shocking tactic aims to start a conversation about improving support and resources for child psychiatry. Feedback from parents and experts is cited showing strong demand for more accessible mental healthcare for children.

1. Hello there. We need to change the perception of child psychiatry.
But we need to focus on the right perception.
84% 77%
of people would seek
professional help if their child
had mental problems
of people don't think that the lack of
child mental health professionals
is a big issue
Source: Nevypusť duši, 2022

2. With a little help of behavioral science, we’ll
build public respect and appreciation for child
psychiatrists.
SCARCITY BIAS:
The more difficult it is to acquire an item, the
more we value it. In other words, if we think
something – or someone – is scarce, we
appreciate it more.
Source: The Choice Factory, 2018

3. “We cannot even provide psychiatric care to all children with suicidal
thoughts anymore. We are only able to
treat children after a serious suicide attempt.”
Marie Salomonová
Director of Nevypusť duši
“My depressed daughter has been on a waiting list for 9 months now.
I guess she would have to really attempt suicide to finally receive help.“
Markéta
Mom of a 15 year old daughter
Source:
Seznam Zprávy, 2022
Reflex, 2023

4. Good news is,
we have a simple manual how to
skip the impossible waiting line
for child psychiatric care.
Bad news is,
currently the easiest solution
is a suicide attempt.
Kapka Naděje presents:

5. In cooperation with our existing
partner toy stores Bambule, we
will give away simple but
chilling flyers with purchases.
Off limits? Yes. That’s what
makes it a perfect fit.
Bambule customers are
parents. Parents feel strongly
about wellbeing of children.
They will start the
conversation.
Child suicide attempt manuals

6. Want to get help for your child?
Wait until they harm themselves.
Shocking campaign reveals the desperate need for more child psych care.
Public outrage? Of course.
stylovamama As a parent, it breaks my heart that the
children who need psychiatric care can’t receive it. The
waiting line is often so long, that the only way to skip it is
if the child attempts suicide! We need more care. Help me
change it at attempttogethelp.cz
❤
Suicide attempt manuals for children shock Czech parents.
“It’s a cry for help. We need to face the crisis.” child psychiatrists explain.

7. Conversation is not enough. We will direct the
appalled public to fight for a real systematic change.
We lead to attempttogethelp.cz, an online petition
aimed at the Ministry of Health.
Let’s show potential child psychiatrists they are highly
valued and supported.
Let’s actually make their job easier and more attractive.
Change the narrative,
change the situation

8. “I had to attempt suicide
to get help. You can change that.“
Med students at most faculties don’t have any
contact with child psychiatric patients.
As a direct part of our campaign, we will give them
special guest lectures from the most qualified
experts in the field – little patients themselves.
Source:
Prof. MuDr. Michal Hrdlička, CSc.
Own research among medical students

9. PETITION SIGNAGE
(Demanding legislative change)
MANUAL KICK-OFF
(PR Stunt driving nationwide earned media)
PATIENTS’ LECTURES
(Addressing medical students)
TARGET GROUPS
General Public: We showcase the ultimate outcome of ongoing crisis. We generate conversation that translates into
respect and prestige of the field, and provoke action in the form of petitioning for better conditions in child psychiatry.
Med Students (Core TG): We make sure that public respect translates into increase of interest by extending the
campaign straight into the faculties' lectures through child patients. Public pressure for legislative change hopefully
improves the most discouraging conditions of the job.

10. Attempt to get help; a provocative campaign built
around child suicide attempt manuals. We will give
these appalling materials to parents shopping at
Bambule, partner of Kapka Naděje. Suicide attempt is
presented as the only reliable way to recieve care for a
struggling child in current situation.
This crisis calls for a brutal yet effective cry for help. We
start the conversation, build respect towards child
psychiatrists using scarcity bias and the shocking reality
of how desperately needed they are. In addition to
motivating med students to consider this career, we aim
to change the system itself. It should not be this hard to
help and get help.
General public severely underestimates the scarcity of
child psychiatric care. It's so unavailable that parents
wait upto 8 months to get help for their child. Many
clinics are only able to provide care to the most severe
cases of children after a suicide attempt. To put it
bluntly, until children actually try to kill themselves,
they are out of luck. There is noone to treat them.
Insight:
Execution:
Manuals for parents kickstart the conversation about the
importance and lack of child psych care. With the help
of PR partners we direct the public outrage towards
action; petition to Ministry of Health demanding
immediate support of the field. The political action isn’t
guaranteed, but the gesture shows respect of the field.
We address students directly through child patients’
guest lectures on the process: suicide attempts don’t
have to be the only way to get help, if medics join the
mission.
Execution:
Idea:
Why it works: