EVERY STORY
HAS ITS OWN
PATH
EVERY STORY
HAS ITS OWN
PATH

children NEED psychiatric
care
child psychiatric care
PROVIDERS
14 half of the first signs of the
disease appear before this
age
130
BUT NOT EVERY PATH HAS ITS
GUIDE
100,000 –
150,000
SUICIDE is currently one of the most common causes of death among children and adolescents.
Most do not have access to early help or do not seek it for a variety of reasons, including fear of stigma.
facts

90% OF PEOPLE HAVE NO
KNOWLEDGE OF THE STATE OF
CHILD PSYCHIATRIC CARE
AND THAT NEEDS TO
CHANGE
NO
W
target

PUSH THE BUTTON
idea
PUSH THE BUTTON IF
YOU HAVE

STUDENT'S PATH
SCHOOL
Suffering from extreme
mood swings?
Go this way
Are you having
concentrations issues?
Go this way
Are you having suicidal
thoughts?
Go this way
SQUARE
idea

"Sorry, no psychiatric help for you.
Same as for thousands of other children
with mental health problems"

Materials
collected from
hidden cameras
Story without good
end
Path of the young
children from
school to our button
WHICH RESULTED IN HEART
TOUCHING VIDEO
execution
LENGHT 120s
SoMe channels of Kapka Naděje, Ministry of Health, mental health organizations
and mental health influencers

Preparations
Production of
outdoor installations
Collecting materials
Collecting materials from
hidden cameras and
creating Online video
Online Campaign
Viral spread supported
by promoted SoMe
Timeline
timeline
1 week 2 weeks 2 weeks

Raising awareness of the lack of child
psychiatric care
Viral video of path from school to
installation with button
Board viral reach, supported
by promoted SoMe (2mil.
Reach)
Budget 130 000 CZK Total
• 25 000 CZK Path navigations
• 40 000 CZK City square
installation
• 15 000 CZK Video production
• 50 000 CZK SoMe paid
promotion
Every story has its own path, but
not every path has its guide.
summary