Young Lions Czech Republic 2018 PR category - Team 14

1. CARE ABOUT DEATH
Wag the dog. Wag the public. Wag the emotions.
Create fake influencer. Let him spread stories, awarness and careness.
Make people talk. Make people care.

2. MAY
Setting up the topic.
Creating sensitivity of media.
Everybody likes to read and talk about himself. So we give Czechs and czech
media the biggest survey about their relationship and reactions to the death in
history.
 This survey contains questions about death in general, child death and
palliative care.
 Survey is presented in name of Czech Society of Palliative Medicine.
 Survey followed by interviews, debates, etc.
Headline: „80% of Czechs want to die at home, but they still don‘t know what
palliative care is, says the survey.“

3. June
Bring the David to life.

4. June
Bring David to life.
In June we start communicate as imaginary David with leucemia through
Facebook and Instagram.
His profile is introduced by front influencer Jiří Král to the wide young
audience with message, that David has life threatening illness and he
wants to share his journey through illness and medication with others.
Through Instagram and Facebook feed we fulfill his dreams. He meets
chosen celebrities and does dreamed activities. Celebrities are chosen to
address as varied and numerous audiences as possible – youngsters,
parents, women, men, doctors, possible patients:
 Drive in Ferrari with Leoš Mareš
 Date with Teri Blitzen
 Write text with rapper Vladimir 518
 Complete training with Tomáš Rosický
 Meet up with Kazma

5. August
#ThankYouDoc
David comes up with iniative #ThankYouDoc to highlight the way the doctors
treat him and giving him the opportunity to stay at home with his family. He uses
photos of doctors and experts at his home and in his FB posts he talks about
benefits of this step and palliative care in general.
He shares stories about other patients, he met up during the visits in the hospital
and ask people to donate money for medical equipment.

6. August
#ThankYouDoc
David‘s iniative has overlap to offline communication with proffesionals. With
help of CSPM we find parents whom will come to doctors to thank them in person
or by letters for telling them about palliative care. David shares photos, stories
or parent‘s letters on his profiles.
We also communicate these parent‘s thanks with local and medical titles and
also with hospitals to hearten their doctors. We want to forward them an
information that patients care.

7. 11.-13. October
Let the David die. Revelation of the secret.
11th October
 Death of David
 Goodbye letter posted by parents
13th October World Hospice and Palliative Care Day
 On the occasion of this international day we expose the truth by video with
participation of every involved celebrity on David´s profile. Celebs than share
this post on their profiles.

8. October
Encouraging people to help.
After revelation of our little secret we share on David‘s profile a call to care
about dying people, to talk about death in time and to donate sponsorship
programmes of paliative medicine.
We make people want to be involved.

9. Thank you for your attention!