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  1. 1. Who is Lesan Smrkovič?
  2. 2. Diversity is freedom, it is a key to life #Diverzitaproživot
  3. 3. 25,3 tis.100 200
  4. 4. The whole life of the spruce is told on Instagram Líbí se to andysek73 a dalším (9 584)
  5. 5. Who will listen to his appeal? Age 26-35 According to the most used # in CZ in 2018 +
  6. 6. Mums love to post their kids on social sites 9 of 10 Czechs go to nature few times per month 43,5% of Czechs 26-35 are on Instagram
  7. 7. We will make an algorithm searching for relevant hashtags #nature #priroda #family #laska…
  8. 8. Nina_on_maternityleave
  9. 9. Other promotion Spots/Interviews with Lesan (modified voice) Articles interviewing Lesan about his life in the dictatorship and forests Zachraňme lesy profile shares Lesan‘s articles Every promotion includes call for help – call to support the initiave Lesan collects signatures in person Ambassadors supporting their friend Lesan
  10. 10. Lesan Smrkovič INSIGHT Monocultural forests are as dictatorships - they don‘t allow differences. Forests need diversity to survive. #Diverzitaproživot DATA More than 43% of Czechs 26-35 have an Instagram account. Hashtags connected to family and nature belong to the most used in CZ for 2018. TARGET AUDIENCE • Young families/mothers • People posting pictures of nature IDEA Create a fictional identity of a spruce Lesan Smrkovič representing all suffering trees. Lesan lives in a dictatorship and needs help. EXECUTION Address the TAs by creating an algorithm that will search for hashtags covering proposed topics on Instagram. Lesan will comment on pictures in a provocative, catchy and personal way. This will make the connection to the everyday life of people. PROMOTION Whole year campaign: social sites and online platforms, articles interviewing Lesan. Lesan will be also a guest in radios, he collects signatures outside in person. The existing ambassadors are supporting their friend. All the communication includes call for signature. 100 25,3 tis 200

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