Young
Lions
Media
Team
13
how are
you today?

Many Gen-Zers are not doing well. In fact, they are most stressed, uneasy
generation of them all. Influenced by the long pandemic, climate crisis and
economic uncertainty, mental health problems are booming.
85% is concerned with their future.
75% feels disadvantage compared to other generations.
68% says the mental health worsened during pandemics.
1/4
of Gen Z suffers from mental health problems*
*Source: WHO, 2022
INSIGHT AND DATA
Young
Lions
Media
Team
13

gen-z
We are turning the
IDEA
Young
Lions
Media
Team
13

gen-zen
*Zen is the calm state of mind, also used by youngsters as the synonym for “klid” -
Used in sentence like: Hoď se do zenu
Into the
Young
Lions
Media
Team
13

We put four famous GenZ influencers on stage at busy square.
People passing by should vote, which one of them suffers from
mental health issue. And there's obviously no way of telling.
Until that person reveals their problem with depression and
previous suicidal attempts.
The message: << You can’t see mental health problems,
therefore you need to follow them closely with Gen-
Zen >>
ZACHY
GABI HECL
C
B
A D
which of those 4
is diagnosed
with mental
ilness?
LAUNCHING MEDIA STUNT
ANNET X
JOHANA
BÁZLEROVÁ
Visualisation generated in Midjourney

Young
Lions
Media
Team
13
A. INFLUENCERS
Aura.
by Teri Hodanová
Vyhonit ďábla
Jsem v obraze
by Johana Bázlerová
We all overshare on TikTok and Insta
with one exception - mental health. It’s
time to challenge it with funny content
and challenges for followers.
B. HEY FOMO
Together with the only Gen-Z focused
platform, we create a Gen-Zen content
section throughout their platforms.
C. PODCASTS
Creators will invite our young child
psychiatrists as ambassadors and give
them a proper shout out.
FOLLOWING DIGITAL CONVERSATIONS

Present at festivals such as Colours
of Ostrava, Pohoda, Pop Messe,
Metronome and uni- and job fairs
We give young people a chance to sign up for pre-
courses, find their med school to study psychiatry at
and talk with young child psychiatrists as well as our
Gen-Zen influencers.
The zone offers a shadow, comfy seating and calm
ASMR music together with all the info about the
child psychiatry and its importance.
It’s easy and the very small starting costs could be
covered by some partners or crowdfunding.
Visualisation generated in Midjourney
OFFLINE TOUCHPOINTS
zen
zones

help us
In creating
gen-zen
When the right time for applications to med school
comes, our influencers and partnering media will
share the CTA:
<< Help us in turning the Gen-Z to Gen-Zen.
Apply for a child psychiatry courses at your
med school. Now is the time! >>
TIMELY CALL TO ACTION

gen-z
gen-zen
views itself as the most stressed and future-anxious
generation ever with 1/4 of its members
diagnosed with mental health problems
*The campaign is easily scale-able by getting a strong partner like VZP. We believe that many more can be found as they have similiar goals as Kapka Naděje
FROM WIDE AWARENESS MAKING THE MUCH NEEDED JOB PUBLICALY ATTRACTIVE TO PRECISELY TARGETED CTA
Shocking with
media stunt with
popular GenZ
figures, that is PR-ed
afterwards
Using the momentum to create
and maintain longterm
conversation about mental
health with influencers and
partners of Kapka Naděje
Creating Zen Zones by
Kapka Naděje at places of
interest for young people
such as music festivals and
uni- & job fairs
Motivating with clear CTA
when it’s time to apply
for the med school on the
channels young people
natively follow
We aim to create a positive
switch and start building