The document provides background information on Qiido, a foundation in the Czech Republic that supports the education and development of intellectually gifted children, referred to as "MiND children". Qiido aims to help MiND children fulfill their specific needs through a holistic and systematic approach. The document outlines Qiido's mission, goals, programs and partnerships. It also discusses challenges faced by MiND children and barriers to understanding their needs in society. The latter part presents a proposed PR campaign to raise awareness of MiND children and position Qiido as an expert resource.

1. PR Brief 2020
Young Lions are a creative competition. We want to celebrate original creativity in PR by awarding ideas
that are designed to earn media, attention and influence.
Background
In the Czech Republic, there are approximately 210,000 children with IQ above 115 at the age of 5-18, out of which
approximately 42,000 have IQ over 130. These children are hidden gems for the Czech society, our future Steve Jobs
- leaders, visionaries, inventors and discoverers. In many cases, however, they are misunderstood, often
underestimated and with untapped potential. Their high intelligence is often hidden under “strange” behavior and
various social-emotional issues. And that is why thousands of them are not identified at all, but on the contrary,
according to the behavior of some of them, they are relatively often labelled as "nagging, unchecked, troublesome,
and disturbing in classes."
We call them the “MiND” children (= intellectually super-gifted, thinking and feeling differently, with “strange”
behavior according to social norms). Simply put, they are “intense” and come across as E.T.’s. They do not behave
as nice, obedient, clever children. On the contrary, they are bored in classes because they know more than their
teachers, they want to discuss deep and complex topics with their peers who do not understand them, they have
very strong sense for what is right, true and correct and they express it loudly.
Both children on the far left side of the Gauss IQ curve (who are mentally handicapped), and also the MiND
children, on the far right side of Gauss IQ curve, require special educational and behavior approach – at school
and at home. Unfortunately, current educational system is lacking know-how and broadly adopted system of
meaningful approach to their learning needs and development.
Therefore, Qiido, nadační fond was created 6 years ago to offer appropriate solutions and to rectify the system’s
deficiencies. Qiido’s founders have been inspired to launch the fund by their own family story and stories of alike
children.
Qiido’s MISSION is based on holistic approach. It supports the education and development of both the intellectual
potential (IQ) and the socio-emotional intelligence (EQ) of intellectually gifted children.
Qiido’s overall GOAL is to build a program of complex care and systematic approach in MiND children’s education
and development, which will in a relevant and appropriate way fulfil their specific needs (IQ, EQ, Soft-Skills, Talent)
at school and at home.
MiND children just “think (and behave) differently!” They need to learn in their natural way, i.e. in a creative way,
using critical thinking, being spontaneous, improvising, solving open-ended projects, strengthening self-confidence,
learning teamwork and flexibility and enhance their social-emotional competencies. … then they can become the
authentic future leaders.
We, in Qiido, exist to make life of a MiND child happy and successful.
We bring to ordinary public schools (to teachers and school principals) a comprehensive program with complex and
systematic approach to identification, education, care and development of the MiND children (Qiido Akademie and
Qiido Na míru).
Parents are provided with a multi-dimensional diagnostic and counseling system for early identification of IQ + EQ
and individual consultancy (Qiido Poradna); we offer legislation support in an education field; EQ courses to
enhance the socio-emotional competences of MiND children and their parents. We communicate and raise
awareness of the MiND topic through conferences for professionals (Qiido Setkání škol) and parents (Qiido Setkání
rodičů).
We are currently in contact with 27 schools across the Czech Republic out of which we closely cooperate with 8 of
them (PARTNER SCHOOLS). Our goal is to develop a network of at least 1 PARTNER SCHOOL in every region of the
Czech Republic (14).

2. Key “competitors” within the segment of intellectually gifted children are:
Mensa, Nadané děti, Centrum nadání, Společnost pro talent a nadání. Each of them focuses on a certain aspect.
Qiido UNIQUENESS and differentiators are:
1) Focus also on social-emotional (EQ) and soft-skills (SS) development, and not only on IQ (cognitive skills)
development (e.g. Mensa focuses on IQ)
2) Focus on adaptation of formal educational process at schools (intervention and support of MiND children
during regular morning classes); not on extra informal after school courses (e.g. Mensa organizes afternoon
clubs or weekend camps)
3) Focus on quality: long-term relationship (min. 3 years in a row) per one school; not quantity with many
separate courses for wide school audience
4) Complex and systematic approach – having know-how, expertise and practice in each stage of intellectual
giftedness area while making connections with the institutional public players (schools, pedagogicko-
psychologické poradny/educational counselling service providers, municipal offices)
Proven Credibility:
1) Enthusiasm and authenticity of the founder (personal experience, mother of a MiND)
2) Team of experts – psychologists, teachers with long-term experience in teaching MiND pupils, pedagogic
mentors, lawyer specialized in educational legislation
3) Positive feedback from schools and parents (testimonials enclosed at the end of this brief) + more on request +
Qiido Youtube channel
CATEGORY BARRIERS and Misunderstandings in the social context:
When talking about MiND children, people usually express the following opinion:
• “If a child is gifted and so much intelligent, she/he can easily help her/himself, and does not need any
specific support or approach.”
• “If a child makes mistakes in easy school tasks, she/he cannot be so much gifted and intelligent.”
• “If a child behaves in a strange way (not fitting to social norms), she/he has for sure some kind of
disorder (ADHD, Autism, DYS-,.).”
Challenge of our communication
Special care and help to gifted MiND children is not a topic in the Czech society which is still quite equalitarian.
People see the importance of helping the poor, the handicapped, the weak children but downplay the need to help
the MiND children. Because of their “different” behavior, these children do not come across as “loving angels” but
rather as “difficult rebels” which undermines the will to fight for them.
Target audience of this PR campaign
Parents and grandparents of highly intelligent child(-ren) living in cities with average and above average income per
household.
We want to reach parents who believe that giving high priority to learning/education and also to child’s wellbeing
bring success to their child.
Objective of this PR campaign
Build awareness of MiND children, their education challenges and behavior specifics. Position Qiido as the expert
of first choice for parents when it comes to comprehensive diagnostics, social-emotional needs development and
child education.
Drive parents to Qiido website for information and advisory.
Key message
Children gifted with high intelligence often have issues with social-emotional skills.
Therefore, educational institutions / parents / people / peers getting in touch with them may have hard time to
understand them, work and communicate with them as they are not aware of their specific needs.
Qiido is the credible expert in this topic because of its practical experiences, know-how, complex care and a
systematic approach to these children, to their parents and to schools.
Qiido helps you to understand your child and to make informed choices about his/her education path and social-
emotional skills development.

3. Tone of voice
Calm but confident. The tonality should emphasize the expertise and experience of Qiido foundation which has
been gained from the beginning of its operation in 2014. We in Qiido strongly believe, that there is a potential in
every gifted child, the only thing is how we tap into it. We want to be informative, joyful, uncomplicated and
positive while focusing on key message delivery.
Budget
Qiido can invest 150.000 CZK; bigger funds if needed have to be fundraised or find pro-bono partners supporting
the campaign
+ 10.000 USD / month thanks to Google Adwords (on a long-term basis)
KPI
REACH: 50.000 parents from a target group
WEB visits per month: move from current 600 visits to 5.000 visits
Other useful info
www.qiido.cz
FB: Qiido … https://www.facebook.com/qiido.cz
YT: Qiido … https://www.youtube.com/channel/UCDnWU9hxjbWHGJNxkGgRDWA
Info leaflet enclosed
“Hymn / Anthem”: https://www.youtube.com/watch?v=eAVW-jLRLE8
Examples of Czech adult MiNDs: Karel Janeček, possibly Martin Wichterle
Aron, son of Ondřej Vetchý is a MiND
MiNDs in film: Marek Eben’s Váleček in Kamarádi series
TESTIMONIALS:
SCHOOLS’PRINCIPALS:
PARENTS’EXPERIENCE:
S Qiidem jsme maximálně spokojeni, máme skvělou osobní zkušenost. Jejich podporu jsme vyhledali v náročné
situaci a poskytli nám velmi profesionální a lidskou pomoc. V problematice nadaných dětí se již dlouho pohybují a
snaží se české vzdělávání formovat a zlepšovat tak, aby nadané děti měly co nejlepší podmínky pro svůj rozvoj a
vzdělávání. Velmi se jim to daří, nadaným dětem rozumí a hlavně, věří v jejich obrovský potenciál. :-)
(maminka Silvie, syn Davídek – 8 let / 1. třída)

4. Náš starší syn se od první třídy potýkal s problémy ve škole; nebavilo ho donekonečna opakovat, co už uměl,
nerozuměl si s dětmi, postupem času se přidaly potíže s chováním. V půli druhé třídy jsme zjistili příčinu –
mimořádné nadání, a na základě doporučení pedagogicko-psychologické poradny nechali sepsat IVP. Škola si s ním
však i nadále nevěděla rady a v pátém ročníku problémy vygradovaly; schylovalo se ke dvojce z chování a škola na
nás tlačila, abychom synovi zajistili odbornou pomoc. Jsem ráda, že se nás ujala psychoterapeutka z Qiida, protože
mám pocit, že mezi odborníky jsou potíže spojené s nadáním přehlíženy, sotva bychom našli někoho, kdo by
nadaným rozuměl lépe. Už na začátku terapie se syn velmi zklidnil, pomohlo mu, že mohl mluvit s někým
nezaujatým, s někým, kdo mu naslouchá, rozumí a pomáhá mu vyznat se v sobě i v různých situacích. Pozvolna se
začaly projevovat určité pokroky a problémy ve škole se (i díky skvělému přístupu třídního učitele) výrazně
zmírnily. Terapie nám také pomohla zvládnout náročný přesun na osmileté gymnázium, kde syn čelí dalším výzvám,
znatelně se osamostatňuje a také se mírně zlepšuje jeho sebevědomí. Oceňuji otevřenost paní psycholožky při
pravidelných konzultacích, pomohla nám ujistit se, co se týče našeho výchovného vedení, pochopení a zohledňování
synových potřeb, a také rozptýlit naše obavy ohledně suspektních diagnóz.
(maminka Jana, syn Jáchym – 12 let / 6. třída)
„Jsem maminkou 10-leté Zuzanky, která je všeobecně mimořádně nadaná, stejně jako mladší syn. Vzhledem k tomu,
že obě děti mají k nadání další potíže, je jejich výchova náročná. Od narození dcery vše zdaleka neprobíhá tak, jako
v naivních růžových představách. Když jsem už před pár lety zoufale hledala odbornou pomoc pro dceru, a tím i pro
sebe, naději mi vlila Miriam Janyšková z Qiida. Dcera pak docházela k Andree Štefáčkové z Qiida na individuální
kurz EQ a velmi dobře se to na ní projevilo. Obě ženy jsou pro mě opěrným pilířem. Vím, že práce s mými dětmi
bude ještě hodně dlouhá. A vím také, že existuje malý okruh chápajících lidí, kteří mi s nimi mohou pomoct. Mezi
nimi je v každém případě Andrejka, které děkuji za vždy přínosné setkání, ať mne, či dětí. A také Miriam, která před
sebou formuje tolik potřebný kruh bezpečí a sdílení pro nadané děti, rodiče a otevřené školy :)“
(maminka Alžběta, dcera Zuzanka – 10 let / 4. třída)