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YL18 pr 01_ogilvy

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Young Lions Czech Republic 2018
PR category - Team 1

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YL18 pr 01_ogilvy

  1. 1. Czechs do not want to talk about DEATH. It comes from our culture, raising, society…
  2. 2. Target audience Patient Close family Friends and distant family Colleagues, classmates, neighbours…
  3. 3. Overcome the taboo with Czech cultural relevant ice-breaker. Key approach
  4. 4. HUMOUR * Black humour is focused on tough and heavy topics, such as war, rasism, violence, diseases and death. * * This kind of humour is typical for Czech culture.
  5. 5. Catch people´s attention on the right online time and give them daily piece of black humour. Strategy
  6. 6. Chceš víc? We will tease people on sorted online platforms with a joke and make them want to continue to the microsite for more fun. They do not know they will find out more than just jokes…
  7. 7. Microsite with more black humour jokes and unexpectible topic switch. „It seems you got the balls for black humour. Do you have the balls for reality as well?“ „Na černý humor koule máš. Máš koule i na realitu?“
  8. 8. EDUCATE Learn more about positive impact of Pediatric Palliative Care and overcome culture taboo. It can help someone. PERSUADE Read real stories full of bright moments thanks to Pediatric Palliative Care. SHARE Open the topic and talk to your friends. Don´t know how? Just send a joke…
  9. 9. Media flow Organic media buzz Online Conceptual PR
  10. 10. CATCH ATTENTION & HAVE FUN EDUCATE & SHARE MEDIA BUZZ & PR OVERCOME THE TABOO

Young Lions Czech Republic 2018 PR category - Team 1

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