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Problem  Challenge  Insight  Strategy  Idea  Execution
Mental illness impacts
50 % of people.
And as a result, a psyc...
Increase
awareness
Raise
money
(250k/ 500k
yearly)
Correctly treat
and help more
people
+ 
We target based on psychology ...
People aren‘t brave enough to
admit and share they are having
abnormal experiences.
They fear getting a lifelong
stigma of...
Get those people
Who have no clue about psychospiritual crisis yet
To bring this topic closer to them and show possible me...
In Wonderland
…and how to get back even stronger
Overarching idea:
Using this metaphor, we are bringing this topic closer ...
Usage of the most common symptoms (AUDIO, VISUAL, SOMATO)
+ shooting a short videos out of them and posting them to FB
DIS...
Introducing Diabasis RTB in a video
and explaining what Diabasis does and
why we need money and more
professionals to be a...
AWARENESS/ EDUCATION:
• Sharing real stories – normalization of the topic
• Interviews with the team in media/ FB
• FB for...
DISRUPT
series of weird events ACT/ DONATE
EDUCATION
VIDEOS
 FB campaign/
promoted posts
(cartoons)
 Interviews
 Real s...
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  1. 1. Problem  Challenge  Insight  Strategy  Idea  Execution Mental illness impacts 50 % of people. And as a result, a psychospiritual crisis can happen to almost anyone at anytime. But most people don’t even know about the existence of this diagnosis and how to treat it.
  2. 2. Increase awareness Raise money (250k/ 500k yearly) Correctly treat and help more people +  We target based on psychology rather than demographics. Open–minded, sensitive people who tend to have extreme emotional experiences and are interested in exploring human minds.  Problem  Challenge  Insight  Strategy  Idea  Execution
  3. 3. People aren‘t brave enough to admit and share they are having abnormal experiences. They fear getting a lifelong stigma of being branded a „psycho“, being hospitalised and taking meds. Fear Shame Stigma WTF?! I don’t want to talk about it… Fatal and negative Problem  Challenge  Insight  Strategy  Idea  Execution
  4. 4. Get those people Who have no clue about psychospiritual crisis yet To bring this topic closer to them and show possible means to treat it By disrupting them in their everyday lives, educating them about how it can be treated and driving action to donate to or get help from Diabasis. RTB Diabasis is a network of experienced professional therapists offering an alternative solution for mental health treatment. + almost 2000 already healed clients Problem  Challenge  Insight  Strategy  Idea  Execution
  5. 5. In Wonderland …and how to get back even stronger Overarching idea: Using this metaphor, we are bringing this topic closer to the people in an attractive and engaging way and by consequent activities make it more normal. Problem  Challenge  Insight  Strategy  Idea  Execution
  6. 6. Usage of the most common symptoms (AUDIO, VISUAL, SOMATO) + shooting a short videos out of them and posting them to FB DISRUPT  GET ATTENTION : COSTS: volunteers, partners, barters, …= 0 CZK Problem  Challenge  Insight  Strategy  Idea  Execution series of weird events happening in the natural environment of the TA
  7. 7. Introducing Diabasis RTB in a video and explaining what Diabasis does and why we need money and more professionals to be able to help more people. + attractive psychedelic merch (posters, bags, bottles, kaleidoscope…) + organization of “Tea party in Wonderland” in Náplavka ACT/ DONATE: COSTS: volunteers, partners, barters, …= 0 CZK Problem  Challenge  Insight  Strategy  Idea  Execution
  8. 8. AWARENESS/ EDUCATION: • Sharing real stories – normalization of the topic • Interviews with the team in media/ FB • FB for Nonprofits • Website redesign – stronger CTA for donations; stories,… • Google Adwords for NonProfit COSTS: volunteers, partners, barters, …= 0 CZK Problem  Challenge  Insight  Strategy  Idea  Execution • In Wonderland room in Designblok • In Wonderland book to sale • Auction
  9. 9. DISRUPT series of weird events ACT/ DONATE EDUCATION VIDEOS  FB campaign/ promoted posts (cartoons)  Interviews  Real stories 250k + PR + conferences + seminars + merch  Earned media  PR  Social media/ FB AWARENESS EVENT/ AUCTION DESIGNBLOK (yearly)  In Wonderland room  Book of success stories Problem  Challenge  Insight  Strategy  Idea  Execution TIMING: starting in May 2017, HitHit during summer, Autumn – designblok as a peak for this year

Yl17 media 10_ogilvy_one

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