Young Lions Czech Republic 2019 Media category - Team 12

1. No matter where we live, forest is not
a part of our everyday life.
IT IS DIFFICULT TO MAKE
PEOPLE PARTICIPATE -
THEY RELY ON
GOVERNMENT TO MAKE A
CHANGE.
INSIGHT
There is a wide range of environmental topics and many of
them come with a bigger emotional appeal.

2. CHALLENGE
Point out the emergency of the
issue even though the target
audience is not familiar with the
topic.
SOLUTION
STRATEGY:
Bring the issue to the touchpoints relevant to target audience (environmentally
aware, both from village and big cities)
COMMUNICATION CONCEPT:
Demonstrating on daily situations, that without diversity, things don’t work.
Target audience is then able to better understand the topic and identify with it.

3. MESSAGE
IT TAKES MORE
THAN ONE ____
TO MAKE IT WORK.And it takes more than just spruces to keep forests alive.

4. EXECUTION
WE PUT PEOPLE INTO
MIND-BLOWING SITUATIONS
We pick everyday occasions, when variety is
necessary to make things work.
We take the variety away from them.
Offer only one option.
And make them realize the struggle.

5. ROW 3, SEAT 6
CINEMA
Instead of different seat numbers, all tickets will get the
same number.
After making audience confused, we will play a spot on a
screen explaining our message.
Call to action to sign a petition / landing page when
connecting to wifi.
iDnes.cz
Instead of variety of articles on a homepage, we will
temporarily change all the headlines to a same one.
After clicking on any article, the message will be presented
on banner positions.

6. ROW 3, SEAT 6
TOMÁŠ KLUS
At a festival tour České Hrady, in the middle of a gig,
instead of regular lyrics, Tomáš Klus starts to repeat
only one sentence the whole song.
After finishing the song, he reveals the message.
There will be Ipads on a spot where people will sign the
petition online.
GROCERY SHOP
In a grocery shop in a small town, instead of variety of
products, there are only apples on the shelves.
We will see the disappointment of people coming to buy
their favorite groceries and children craving their
favorite candies.
Local newspaper will cover the story and reveal the
message.

7. AMPLIFICATION
AMPLIFICATION
AMPLIFICATION
All the situations provide content for a hero
video with message:
It takes more than one ____ to make it work.
We spread the video via YouTube, Facebook and Instagram.
Our influencers share the message in line with an Instagram
challenge #MoreThanOne.
The challenge inspires people to share their own daily
situations where this message applies.
AMPLIFICATION*
*translated to Czech, the hashtag is unique

8. HERO
VIDEOGrocery shop
PETITION
CinemaiDnes.cz
Tomas Klus
YouTubeInstagram
Influencers Facebook
IdnesCinema
Grocery
shop
Klus YouTube IGFB Influencers
April - A u g u s t August - the end of a year
#MoreThanOne

9. KPI
60 000 petition signatures reached by the EOY.
We reach at least 950 000 UU.
Conversion rate: 6,3 %
SEEDING THROUGH
EXPERIENCE
CZK 310 000 (fees + production)
HERO VIDEO
CZK 90 000
MEDIA AMPLIFICATION
CZK 300 000

10. Bring the issue to the
touchpoints relevant to
target audience.
IT TAKES MORE
THAN ONE ____
TO MAKE IT WORK.
Environmentally aware,
both from village and big
cities.
We put people
into mind-blowing
situations.
TARGET GROUP STRATEGY MESSAGE
EXECUTION
60 000 signatures
Reach: 950 000 UU.
Conversion rate: 6,3 %
KPI
SEEDING THROUGH
EXPERIENCE
CZK 310 000
HERO VIDEO
CZK 90 000
MEDIA
AMPLIFICATION
CZK 300 000
BUDGET
IdnesCinema
Grocery
shop
Klus YouTube IGFB Influencers
April - August August - the end of a year