1) The document discusses a campaign called "Write History" that aims to encourage young people to share their personal stories and perspectives so that they can leave their mark on history rather than just following the stories of famous role models. 2) The campaign will feature personalities from entertainment that young people recognize in order to activate them to share their own stories on a website and social media with the hashtag #writehistory. 3) Various advertising tactics are outlined including social media, outdoor, print, TV, and YouTube ads to attract, discover, involve and share different people's stories as part of the campaign.

1. “Write history”
by

2. key message
“Write history”
Everyone is different and is worth to remember. Everyone leaves their mark on history no matter
how famous they are. Marks that affect the grand scheme of things.
The whole world is filled with stories of other people that we follow. Now the time has come. You
should step out of your shadow and let people know what the world is really about.
by

3. by
consumer insight
We focus on young people who naturally
want to let others know about themselves
and have a fear from being forgotten at
the same time. They admire role models
and sometimes they forget about their
own values and do not have own opinion.
Therefore, we want to activate them and
let them share their stories.

4. activation
1. We will pick a few personalities from different areas of showbusiness that are
recognized by young people, who either love them or even hate them.
Rytmus, Ewa Farna, Leoš Mareš, Majk Spirit, Vladimír 518
I have made my mark already. It's your turn. Don't let only one person
set the course of history. Write history.
2. We will put activation stickers on posters that could influence people.
by

5. media
social media - creation of facebook page of National Chronicle where we share stories from the website.
All people can easily spread the word about their presence through posts on social media (FB, Instagram,
Twitter etc.) using hashtag #pisudejiny (#writehistory) - automatic redirective post to narodnikronika.cz
facebook Page like ad - raising number of FB fans
outdoor - CLV, Billboards, guerilla adverts via stickers with headline
indoor - posters in schools
print - key visual as one page advert in lifestyle magazines
TV - spots showing our personalities sharing their concrete story into the chronicle
youtube - prerolls and postrolls targeted on young people
support in schools - NC part of the school projects within Czech language and Art class
by

6. by
key visual

7. by
sticker

8. by
activation process
attract
raising brand
awareness
via TV spots
discover
spreading the
idea via print
and outdoor
involve
writing the story
into NC website
or social media
share
share the story
with hashtag
and influence
others

9. by
budget
june - december 2015
social media: creation of FB page 20 000 CZK
facebook (sponsored ads): 15 000 CZK / month
outdoor: 400 000 CZK (June - November)
indoor: 200 000 CZK (June - November)
print: 600 000 CZK (June - November)
TV: 500 000 CZK (June)
youtube: 15 000 CZK / month
TOTAL: 1 930 000 CZK
Suitable partners: Nadace Charty 77, Národní Muzeum, MHMP grant, EU grant