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YL19 pr 02

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Young Lions Czech Republic 2019
PR category - Team 2

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YL19 pr 02

  1. 1. Let’s save the forests Genta Allushi & Ondřej Činčura
  2. 2. Situational insight Core supporters of Hnutí DUHA are already activated. The need to reach a new group of people. Generation Y/Millennials The Me Me Me Generation – lazy and selfish. Interacting all day but almost entirely through a screen / technologies – “Visual generation“. They travel the world while having the opportunity to see everything with their own eyes. If they are not personally involved or unless something directly affects their lives, they are not interested.
  3. 3. How to get their attention? Take something away for them. Something they like. Something they enjoy. Something that is part of their lives.
  4. 4. Let´s show them their future.
  5. 5. Dying forests is something most of us see every day, even though we don’t realize it. When we really see the dying forests, it will already be too late.
  6. 6. Execution summary Phase 1 Influencer activation They will post pictures and photos of their homes and workplaces with all wooden elements edited out Phase 2 Ad campaign Social media activation Visuals comparing the Czech republic with and without forests will be published Phase 3 Installation of AR AR target plaques on selected locations throughout the country
  7. 7. Influencer Activation Every influencer has something wooden he can't work without. Mr. Klus' guitar, wooden utensils for Kuchařka ze Svatojánu, theatre stages made out of wood etc.
  8. 8. Augmented reality approach AR target plaques on various famous "photo points" in the Czech republic tourist destinations, which will show the possible future. Our influencers will also promote the AR plaque photo points on their social channels. A cooperation with CzechTourism agency and/or various travel sites (e.g. kudyznudy.cz, tipykamnavylet.cz, kampocesku.cz etc.) will further promote the AR plaques.
  9. 9. The future of Czech nature is in your hands.
  10. 10. Summary • Gen Y/Millennials will not move a finger unless personally affected ==> let's show them the (possible) reality We propose a 3 phase campaign (Influencer activation, Social media ad campaign, on-site augmented reality points ==> all activities will directly link towards the petition Possibility of europe- wide adoption of the campaign Based on the scope of our proposal and our field experience, we presume that the budget will be sufficient.

Young Lions Czech Republic 2019 PR category - Team 2

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