Young Lions Czech Republic 2019 PR category - Team 2

1. Let’s save the forests
Genta Allushi & Ondřej Činčura

2. Situational insight
Core supporters of Hnutí DUHA are already activated.
The need to reach a new group of people.
Generation Y/Millennials
The Me Me Me Generation – lazy and selfish.
Interacting all day but almost entirely through a screen / technologies – “Visual generation“.
They travel the world while having the opportunity to see everything with their own eyes.
If they are not personally involved or unless something directly affects their lives, they are not interested.

3. How to get their attention?
Take something away for them.
Something they like.
Something they enjoy.
Something that is part of their lives.

4. Let´s show them their future.

5. Dying forests is something most of
us see every day, even though we
don’t realize it.
When we really see the dying
forests, it will already be too late.

6. Execution summary
Phase 1
Influencer activation
They will post pictures and
photos of their homes and
workplaces with all wooden
elements edited out
Phase 2
Ad campaign
Social media activation
Visuals comparing the Czech
republic with and without
forests will be published
Phase 3
Installation of AR
AR target plaques on selected
locations throughout the
country

7. Influencer Activation
Every influencer has something wooden he can't work without.
Mr. Klus' guitar, wooden utensils for Kuchařka ze Svatojánu, theatre stages made out of wood etc.

8. Augmented reality approach
AR target plaques on various famous "photo points" in the Czech republic tourist
destinations, which will show the possible future.
Our influencers will also promote the AR plaque photo points on their social channels.
A cooperation with CzechTourism agency and/or various travel sites (e.g. kudyznudy.cz,
tipykamnavylet.cz, kampocesku.cz etc.) will further promote the AR plaques.

9. The future of
Czech nature is in
your hands.

10. Summary
• Gen Y/Millennials
will not move a
finger unless
personally
affected ==> let's
show them the
(possible) reality
We propose a 3 phase
campaign (Influencer
activation, Social media
ad campaign, on-site
augmented reality
points ==> all
activities will directly
link towards the
petition
Possibility of europe-
wide adoption of the
campaign
Based on the scope
of our proposal and
our field
experience, we
presume that
the budget will be
sufficient.