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1. TEAM 10
Better
together
INCLUSION AND DIVERSITY IN A NON–INTRUSIVE WAY

2. Employers
Business owners
THE CHALLENGE
To bring awareness about Opim and its
mission by creatively breaking the bias
through a well recognisable tool that
everyone can use.
OUR TARGET GROUPS ARE
PRIMARY TARGET AUDIENCE SECONDARY TARGET AUDIENCE
General
public

3. FOCUS QUESTION
How do we educate employees about
diversity and inclusion in a simple,
authentic and non-intrusive way?

4. Inclusion and diversity? You mean
those buzzwords I read on the
internet? I don’t even know what
they mean!
Diversity and inclusivity are
words that are often
perceived in a negative light
even though the actions of
everyday people are quite
the opposite.*
So we just need to do a little
bit of mind hacking.
*Source: Parlemeter 2020, Kantar
INSIGHT

5. We connect people
seeking new skills
and hobbies with those
that could offer one.
And then teach them
something extra…
IDEA

6. CONCEPT
Web app
that o
ff
ers sharing skills and
hobbies by Living library
members.
1
Employers
gain access to the web app
and o
ff
er it to their employees
as a work bene
fi
t.
Employees
choose a skill or a hobby and the
algorithm will
fi
nd them a blind
match.
People meet
to share their interests while
getting to know each other, thus
becoming inclusive without
actually realising it.
Better Together
2
3 4

7. Why?
… is it beneficial for the employers?
… is it beneficial for the employees?
… is it beneficial for Opim?

8. WEB APP IMPLEMENTATION
July August September October November
PR ACTIVITIES
DIRECT MAILING
PPC
LINKEDIN
SOCIAL STORIES
COMPANY RELEASE
SEE THINK DO CARE
2022
December
TIMELINE AND MEDIA
June

9. BUDGET AND OBJECTIVES
Budget
500 000 CZK
Targeting employers
(HR people)
B2B
Direct mailing
Linkedin + PPC
Web app
“Better Together”
B2C
Stories on Social Media
IG + FB + TT
Targeting public
(15–65 y)
Media budget
+ production cost
200 000 CZK
200 000 CZK
100 000 CZK
Objectives
To increase cooperation
with employers by 3 more
members
Create a movement that will
inspire employers and the
public to break the biases
Increase followers on
Opium SM by 80 %.
People will spread the
mission of the campaign
to each other.
Why? = emotions

10. Better Together
Insight
D&I are terms often perceived
negatively in the Czech Republic.
But just as words.
Challenge
Increase the visibility of
Opim and break the
bias against minorities.
Objective
Create a movement that will inspire
employers and the public to break
the biases.
+ 15 % new members
+ 80 % followers on SM
Idea
Connecting
people while
eliminating
biases.
Strategy
We’re creating
a web app where
employees can
connect with
minorities and learn
new skills or enjoy
a hobby while
getting naturally
closer to the D&I
topic.
SUMMARY