The document outlines a campaign by Papelote and Sokol aimed at reducing childhood obesity in the Czech Republic by promoting physical activity through play and community involvement. It emphasizes the need for cooperation between parents, teachers, and organizations to create effective programs that encourage active lifestyles among children. The campaign includes events, a toolkit for parents and teachers, and aims for a total budget of 4.7 million CZK to facilitate its initiatives.

1. Body & Soul
Young Lions 2020: Marketers
— team 6
TRADITIONAL CZECH GUILD
FOR ACTIVE LIVING
YOUNG STATIONARY BRAND

2. CHALLENGE
• 124 million children are obese worldwide
(13 millions in 1980)
• 1 in 5 children are overweight in CZ
• Anti-obesity programmes in schools
cannot halt this epidemic without
families and local communities

3. CHILDREN
curiosity&
imagination
TEACHERS
mentoring
PARENTS
support
SOKOL &
PAPELOTE
Kindergarten
teachers mostly
seek for
intelectual
activities.
Parents want
their children to
be active and
healthy.
Parents lack the
social contact.
LET‘S
COOPERATE Children want to play and expolore
the environment they live in.
They need their role models and
want to belong to a community. For
children, to play is to move.

4. 3
INSIGHT
 PAPELOTE AND SOKOL SHARE THE PROACTIVE
APPROACH TO LIFE. THEY ARE BOTH OPEN, BOLD
AND TRY TO INSPIRE THE EVERYDAY LIFE.
 PAPELOTE AND SOKOL SHOULD PARTNER UP TO MAKE THE
MUTUAL COMMUNICATION BETWEEN KIDS PARENTS AND
TEACHERS MORE EFFECTIVE – ONLY THEN WOULD BE A REAL
CHANGE POSSIBLE.
 LET‘S MOTIVATE AND INSPIRE
CHILDREN TOGEHTHER

5. IDEA
FOCUS ON PLAY AND IMAGINATION
GIVE CHILDREN PAPER STIMULI TO PLAY AND MOVE
GIVE TEACHERS AND PARENTS TOOLS AND OPPORTUNITIES FOR
BETTER COOPERATION

6. BODY AND SOUL
OF PAPER
*
COOLCONTENT
BRAND AWARENESS
GROWING NUMBEROF
SOKOLS
ACTIVE
COMMUNITY
THATGROWS
ENGAGED
CHILDREN,
PARENTSAND
TEACHERS
IDEA Physical activity and paper are available to everyone
CREATEEVENTS
ANDINSPIRING
TOOLKIT

7. STRATEGY
EVENTS
SYNENERGY OF COMMUNITIES – CREATIVITY (PAPELOTE) AND PHYSICAL
ACTIVITY (SOKOL)
LIVING TRADITION
SOKOL AS SKILLED EVENT ORGANIZER (PLANNED EVENTS)
PAPELOTE ATTRACTING ATTENTION AND CREATING COOL CONTENT
(PAPER MASKS, KITE FLYING, HALLOWEEN, ETC)
NATURAL PHYSICAL ACTIVITY IS NOT SPORT
• NORMAL PART OF LIFE
• NO EQUIPMENT REQUIRED
• ENTERTAINING FORM
• GAINING ATTENTION OF DIFFERENT TARGET GROUPS (CULTURE AND
ART LOVERS, LOCALS)
COMMUNICATION PLATFORM FOR TEACHERS AND PARENTS AND KIDS

8. STRATEGY
TOOLKIT
CHILDREN
• PAPER as main communication platform and tool
(children 3-6), easily accessible by all (equality)
• IMAGINATION, PLAY – natural part of kids life
• PAPER as a tool to keep them playing longer (being
physically active longer)
TEACHERS
• PAPER AND GRAPHIC DESIGN - Visually engaging
material (physical, virtual)
• Instructions for artistic and physical activities following
the curriculum
• PAPER NOTEBOOK as tool for better communication
with parents
PARENTS
• Online instruction and tips for spending time with kids
• Physical literacy – preventing kids injuries

9. EXECUTION BUDGET
SOKOL
Provides expert content, knowledge, volunteers, owned media,
earned media, followers and members.
PAPELOTE
Provides graphic works, production, community of creative souls,
paper masks, online manuals, printed toolkit.
MUNICIPALITIES
Promotion among locals, support for production
of the events.
Synergy with existing partners from both
Sokol and papelote.
APRIL-AUGUST
• organization of two main events throughout the Czech Republic
• production and distribution of the toolkit and launching
online manual for parents
• production of merch products
RESOURCES OF FUNDING
• Sokol
• papelote
• existing partners
• potential for receiving a state grant
APRIL-AUGUST
ITEMS
Toolkit
• graphic works – 100 000 CZK
• online manuals – 50 000 CZK
• production of 15 000 notebooks+pencils (incl. print) – 2 250 000 CZK
• online campaign – 600 000
• distribution – partner price from Česká Pošta
Events
• 200 paper masks – 500 000 CZK
• merch products – 500 000 CZK
• manuals for paper games + access to online support for home – 100 000 Kč
• online promotion + „Body&Soul“ campaign content – 300 000 CZK
• printed materials – 300 000 CZK
• food and drinks – provided by locals
Total budget for campaign and materials = 4 700 000 CZK

10. GIVE CHILDREN
PAPER STIMULI TO
PLAY AND MOVE
GIVE TEACHERS
AND PARENTS
TOOLS AND
OPPORTUNITIES
FOR BETTER
COOPERATION
EVENTS
Synergy of
communities, natural
physical activities,
tradition. Raising
brand awareness,
creating cool content
and attracting new
members and target
groups.
CHILDRENOBESITY
PAPELOTEANDSOKOL
UNITEDFORPHYSICAL
LITERACY
TOOLKIT
Offering something
more to teachers and
parents to be step ahead
and build love brands
and relationship.
EXECUTION
Tips for plays and paper
toys that would
motivate kids to play
longer = stay active
longer everyday.
Walk to kindergarten as
lizard, make your own
notebook from old
paper for Sokol stickers.
IMAGINATIONMOVE
ANDPLAY
SOKOL
PAPELOTE
PARTNERS
MUNICIPALITIES
MEDIA
CZECH TV
CZECH RADIO
SOCIAL MEDIA
SOKOL MAGAZINE
LOCAL PRINTED MEDIA
LIFSETYLE AND SPORT MAGAZINES
FUNDING
• Sokol
• papelote
• partners
• state grants
FINANCIAL RESOURCES