Team 26 for

Children are born with
a superpower: optimism.
Children bring joy, positivity and simple answers
to our seemingly complicated problems.

Eventually some
of them will lose it.
„Whilst children learn when something good happens, they tend to ignore
when things are not as good as they hoped.“ – Medical Research Foundation
„Up to 20% of children and adolescents will experience
some form of mental illness.“ – NUDZ
„There are only 180 child psychologists in the country,
and 47% are over 65 years old.“ – Kapka Naděje

Motivating them to choose
child psychiatry as their
future specialization.
Medical students
For a real systemic change
we have to reach:
Creating public discussion and
changing perspective on the
topic.
Raising financial support for
modernisation of the mental
health care facilities.
General public
(pretty much everyone)
(19-26 y.o.)
Not only But also

We let the children
solve adult problems
with their superpower.
How?

…so we all
fully understand
the importance
of protecting it.

Step 1: Creating buzz
We leave special notes in places where people
are under a lot of stress and pressure. Like office
buildings, hospitals, tram stops... and of course
schools and medical centres.
People find handwritten words of wisdom from children with a link to a mysterious
countdown website. No one knows what's going on. But everyone's talking about it.
⏰ 1.-6. 6. 2023 📍Prague, Brno, Ostrava, Plzeň

Step 2: Reveal & media campaign
The buzz is real now. We reach as many
people as possible through OOH
and media coverage.
Leading straight to the website.
See
OOH partnership with Plakátov
Earned media & PR partners
7.-21. 6. 2023
Pro bono partnership
Prague + medical schools in CR
Influencers
So-me content & video interviews
Famous parents focusing on health
and charity ask their children for life
advices and open the discussion.
Also, Kovy interviews kids in funny
and viral way on TikTok.
7.-21. 6. 2023
100 000 CZK
Nikol Štíbrová, Tomáš Šebek, Dva tátové
Discuss Help
Educational and fundraising website
in partnership with Cesko.Digital
People have to be well informed
to take actions. On landing page
we can touch both sides, general
public and students as well.
Launch 6. 6. 2023
Pro bono partnership
„What do you
like about life?“
„Frogs.“

Raised via microsite for the
modernisation of mental
health facilities.
10 mil. CZK
And the results?
Increased consideration
to study child psychiatry
(e.g. medical students).
From 5% to 10%.
100%
Reach of people changing
the public perception of
children's mental health.
800k+

1 | Insight
Kids are naturally optimistic
and positive. They see the world
in a better light and can help adults
to do the same.
Unfortunately 1 of 5 children and
adolescents will suffer from some
form of mental health disorder and lose
their unique positive way of seeing
the world.
2 | Strategy
Children's mental health care
is in urgent need of systemic change.
There are not enough child psychiatrists
and funding is lacking.
We will target medical students
(19-26 y.o.) and the general public.
Our aim is to raise awareness, change
perceptions and motivate people
to get involved. Either by donating
or by studying child psychiatry.
3 | Creative idea
We use children's superpower
of optimism to solve problems
for the target audience, giving
them new perspectives and uplifting
messages.
So that they fully understand
the importance of protecting
children's mental health.
4 | Media
We start with guerrilla activation
through sharing children's chalk notes
and handwritten letters around major
cities and university campuses.
Then we unveil a microsite and follow
up with OOH, PR, social media and
influencers to spread awareness, start
conversations and drive engagement.
Key visual: