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1. Team 8
HELP THEM GROW

2. TARGET AUDIENCE
Members of Generation Z at the start of their
medical degrees or
fi
nishing high school and
about to study medicine
Want to help people and create a better future
41% of Generation Z members would be willing
to accept short-term economic limitations for a
more sustainable future
THE PROBLEM
5% Is the number of medical students consider
studying child psychiatry
Medical students don’t want to pursue
career as child psychiatrist, because the
society stigmatise this
fi
eld
Children’s mental health is not taken as a
serious topic in the Czech society.
Source: Dell Technologies, 2023

3. THE INSIGHT
Current medical students are
willing to sacri
fi
ce their short
term comfort for a better future.

4. APPROACH
Source: Scienti
fi
c American, 2021
OLD FOREST
„MOTHER TREES" COMMUNICATE AND
SUPPORT SMALLER TREES THROUGH A
VAST NETWORK OF ROOTS AND FUNGHI
UNDERGROUND HIGHWAYS
USED TO DISTRIBUTE
NUTRITION AND INFORMATION

5. CREATIVE IDEA
By helping to create a healthy ecosystem/prosperous society,
child psychiatrists will become modern day heroes.
Every child is a tree in the forest of our future.
We need to nourish them with child psychiatry.
Trees are the lifeblood of our planet and essential for all
living beings to thrive. It's crucial that we take action to
safeguard our future by protecting these precious
resources.
Child psychiatry is a really cool and effective
way to create prosperous functioning societies
that care about each other.

6. Attract attention with fake
stories and reports from famous
Czech in
fl
uencers. Ampli
fi
ed by
free media attention
Create exclusivity by not
revealing who is behind these
stunts and keeping everything
mysterious
Reveal places where
people can come and
fi
nally get all the answers
Finally add the rain drops.
Slow and steady. A vital part
of this strategy. Essence of
reality and emotion.
WHAT WHO WHEN WHY

7. EXECUTION
4 MINUTE HEROES
collaboration with FAMU students who will create 4
minute
fi
lms about the role of child psychiatrists in the
modern society ecosystem
A „SECRET“ INFLUENCER
masked hero who will become a spokesperson for
The Underground Network Club and giving interviews
at the likes of DVTV and popular Czech podcasts
START WITH A BANG
fake articles shared on in
fl
uencers’ social media pro
fi
les and
free media coverage
THE UNDERGROUND NETWORK CLUB
annouces a tour at Czech Medical Schools
TIKTOK EDUTAINMENT
Popular creators will participate in educating the younger
TA about the importance of talking about mental health
DROPS OF REAL STORIES FROM PARENTS
sharing their heartfelt experience with waiting 8 months
for a doctor, their child almost commiting suicide

8. THE UNDERGROUND NETWORK CLUB
CREATION OF AN ONLINE PLATFORM
MENTORSHIP PROGRAM PAIRING MEDICAL
STUDENTS WITH EXPERIENCED CHILD
PSYCHIATRISTS
SERIES OF WORKSHOPS WITH INFLUENCERS,
EXPERTS AND STUDENS AT MEDICAL
SCHOOLS AND HIGH SCHOOLS
MEETING PLACE FOR EXCHANGING INFORMATION
PROFESSIONALS WILL SUPPORT STUDENTS
AND ACT AS THEIR „MOTHER TREES“ AND
THEREFORE CREATING THEIR OWN NETWORK
OFFICIALLY LABELLING CHILD PSYCHIATRY
AS THE MOST SUSTAINABLE MEDICAL
SPECIALIZATION AND TARGETING
INFLUENCERS EXPERIENCED CHILD PSYCHIATRISTS MEDICAL STUDENTS

9. MEDIA ACTIVITY TIMINGS

10. SUMMARY
Generation Z who is in the beginning of their medical career or high school
students that are interested in studying medecine
Medical students nowadays have a tendency to sacri
fi
ce their short term comfort for
a better future.
Strategy is reaching the target audience on the platforms they use (instagram, TikTok).
By performing various media stunts we will gain 3 media coverage that will set a stage
for conversation about children’s mental health.
By using the metaphor of the mother trees in the forests we will raise awareness
among medical students that choosing child psychiatry is cool and effective way
to create prosperous functioning societies that care about each other.
THE INSIGHT
TARGET AUDIENCE
STRATEGY
CREATIVE IDEA