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1. Addadropofpride

2. AsituationintheCzechRepublicbasicallylookslikethis
Suicidalthoughts
amongyoungsters
havesinceyear
2017increased
2x
Insteadofdealing
withmental
healthissues
Czechsprefferto
avoid
thetopiccompletely
Andevenifthey
decidetofind
professionalhelp,
waitingperiodis
upto
8months
Becausetheratio
betweenchild
psychiatristsand
childrenwho
needthemis
6to100k

3. Meanwhile peopleintheCzechRepublic Wouldyoufeelproudto
announceamongstthese
peoplethatyouare
becomingachild
psychiatrist?
Buthowwouldyoufeel
abouttellingthemthat
insteadyouare...
probablynot
Source:idnes.cz,http://bitly.ws/C5f9

4. BECOMING
A
SUPERHERO?
CHILD
PSYCHIATRIST

5. Helping children
JOB DESCRIPTION
Saving lives
Being challenged
Working in dynamic
environment
Being admired
Would you feel proud to
apply?
Good, because these
youngsters need their
superheroes.
But one superhero
can't save lives alone.
HOW TO LET OTHER
SUPERHEROES KNOW THEY
ARE NEEDED?

6. IDEA: WE NEED A HERO!
Youngsters will deliver the message themselves through the original videoclip. A
song will be inspired by Holding out for a hero (Bonnie Tyler) with Czech lyrics.
We want to approach young Czech artist Mikolas Josef to compose the song and
children's choir (e.g. Rolnička) to perform it in costumes. Video will include
statistics to raise awareness as well.
Main goal: to deliver a clear message to medical students that heroes are needed,
child psychiatrists are heroes to these children and that is the biggest reward
they can get from a job!

7. EXECUTION: TAKING OFF THE CAPE!
PR SUPPORT SOCIAL MEDIA
COVERAGE
(KAPKA NADĚJE,
INFLUENCERS)
CONCERTS,
FESTIVALS

8. TIMING
June July August September October
Song
PR coverage, Social Media, Influencers
Events, festivals
1.6. children's
day
10.10. world mental
health day
May

9. Medical students
General public
Only 5% of students
consider to be
Children´s
Psychiatrist
There are only 6
specialists per 100k
children
Break a stigma
about child
psychiatrist´s
occupation by
making it a dream
job
TARGET
GROUP
INSIGHT STRATEGY AIM
SUMMARY
Raise an awareness
about lack of
"heroes" and
children´s mental
health issues by the
videoclip