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1. WHY SHOULD WE PAY FOR THEM?
Inclusivity is definitely not just a topic of a few companies and HR departments. Their motivations might be often empty, mostly
fulfilling HQ's needs from abroad that generally do not tap into the real local issues. That is why, unexpectedly, we have to turn to
the overall Czech population. Because complex social issues require complex SOCIAL solutions. Period. Solutions from, with, and
for people. And when we turn to ourselves, Czechs, there is one simple truth rooted in perceiving equal outcomes for unequal
work: money THEY GET is money WE LOSE.
Because when companies are not being inclusive to THEM, people with disadvantages (and do not pay them) = WE have to support
them with OUR MONEY.
Via taxes, social securities and benefits. Still, OUR money. WE feel they have more than equal outcomes for doing less than we do.
Actually, we think they do nothing. They, for some reason, do not work even though THEY CAN. WE know it. Even THEY know it. But
companies neglect it. So MAKE THEM WORK, make them earn their money, not take what is ours.
1
THE SCENE

2. So WHO are THEY? Those, who are
part of inclusion.
Many different individuals, in
different contexts, but with same
problems: all of them want to work,
can work, but when they cannot, it is
not their fault. Their disability does
not disqualify them from working.
It is because companies without
inclusive policies do not see it that
way, we, people, normal Czechs, are
the ones who pay for it.
Let's twist it.
Soon to be revealed…
THEY
2

3. 3
And who are WE, normal, decent Czechs,
who suffer? The ones from which our
money is being taken?
We are the mass, the general public. Not
necessarily connected by the same age,
rather by world view.
We are one of those in discussions under
news articles, in comments under posts
of politicians playing it on people's fears,
in outdoor chats of old ladies, in the pubs.
That is where we, czech, form own
opinions and where they get data about
us. And that is where we meet. In your
and our reality…
US - REALITY CHECK
LOL

4. zvládnu stát na vlastních nohou
A přesto ho nezaměstnají, protože
je na vozíčku. Pracovat ale zvládne.
Nedoplácej na někoho, kdo si na
sebe může vydělat sám.
poslihodoprace.cz
zvládnu dělat práci za dva
A přesto ji nezaměstnají, protože
je těhotná. Pracovat ale zvládne.
Nedoplácej na někoho, kdo si na
sebe může vydělat sám.
poslijidoprace.cz
THEY

5. IGNITE the pre-existing idea of unfair and unequal treatment amongst people while fueling it with
more contextualized display and some ads
5
THE RESOLUTION
HARVEST the HATE on www.poslijedoprace.cz, switch provoking messaging into
positive, get partners involved for a good story spin
LEVERAGEpeople's will into a public pledge to push companies to open a market for inclusion - by and for
people, from companies, heard by politicians, while…
as OPIM, being in control of the narrative from the very beginning and the only MEDIATOR on the
growing market for inclusivity in between people and companies with our already existing tools
WHAT IS GONNA HAPPEN?
HOW ARE WE GONNA TWIST
IT WITH THESE TWO GROUPS?
Go beyond easily measurable KPIs since there is no way how to anticipate full campaign impact (or at least not on
these slides)
we totally bought the domain

6. Let it settle
and grow for
a few days
STRATEGY, MEDIA, FLIGHTS AND BUDGETS
ACT 0: SEEDING ACT 1: GROWING ACT 2: HARVESTING
So we know people are very sensible to
perceived injustice, especially when it
might affect them. Their ego. Their
pockets. In order to make them furious
about something, to make them active, we
just need a spark.
That is why in the act 0, we turn to their
influ stars, SOME semi closed groups,
where they gather and chat, leveraging
the most read media for more
intentionally provoking and “serious”
take on “decent Czechs pay for minorities
with their own money”. Blesk, Novinky,
Aktualne.
Most of the media would be a good-cause
native format barters, some handled as
advertorials.
Two weeks of pushing the message
enough.
6
INVESTMENTS | FULL 500K + LOADS OF EARNED MEDIA
Feel the fire? Good. But not enough.
With our new platform and initiative
poslijedoprace, we are starting with display
contextualized ads next to media articles with
our main creative - as seen earlier.
SOME targeted ads to the areas with higher
unemployment rate (Ostravsko, Ústecko,
Mostecko) stating: “Do you know you pay for
minorities, but don't have to. ShArE !!!” Because
they are the most susceptible.
Google is not yet a D&I Shaper? What a joke.
They will be. They have to. So we will ask them
to join us and help us with NGO media grants to
cover the topic. Free of charge.
Other partners? They harness the increasing
topic relevance by answering how they already
help solving the situation with OPIM.
Oh and be sure we will try to get the message
to be discussed with MICHAELA JÍLKOVÁ and in
Sama Doma shows.
All directed traffic from digital will lead to
www.poslijedoprace.cz platform, owned
by OPIM, where we correct the
intentionally provoking narrative and give
you the resolution. Because OPIM is the
resolution. We, one of a few competitors
on the market of inclusion handling, will
harvest the demand that was created.
How? By explaining inclusion, its positive
outcomes as well as how we, OPIM, indeed
can help both us, Czechs, individuals from
minorities, as well as companies by
leveraging already existing tools and by
offering solutions, mediation and
consultation.
Moreover, if the topic gets big enough
(worth addressing), be sure our
politicians will make good use of it.
Content preparation and production: 50k
Advertorials: 150k
+ hell of earned media if the story goes bonkers
Display ads: 100K
SOME ads: 50K
+ double hell of earned media if the story goes bonkers
Web preparation: 130K
20K mental damage fee for presentation creators
+ triple hell of earned media if politicians jump on the
bandwagon and start the media coverage cycle again

7. JANA PETERKOVÁ
MEET JANA. THE VOICE OF PEOPLE. SHE LIKES TO UNCOVER HIDDEN
TRUTHS! WHAT AN INFLUENCER. SO WE WILL GIVE HER ONE TO
FEED ON… WHILE SHE WILL BE DOING HER LITTLE
“INVESTIGATION” FED BY OUR
INFORMATION, WE WILL GET IN TOUCH
WITH OTHER “CREDIBLE” SOURCES OF
THE MOST READ WEBSITES TO RUN OUR
STORY MAKING IT MORE PLAUSIBLE.
SNEAKING TOGETHER MAIN KEYWORDS
TO FRAME THE STORY:
CZECHS, MINORITIES, COMPANIES, FAULT,
INCLUSION, SOLUTION, OPIM
ONCE WE WILL PLAY THE ACT 2 WITH
CORRENTING NARRATIVE, BE SURE SHE
WILL BE, YET AGAIN, DISREGARDED.
SLUŠNÍ LIDÉ
DOPLÁCEJÍ NA
NEOCHOTU FIREM
ZAMĚSTNAT
MENŠINY! “
“
FIRST ACT
7
ODHALENÍ! VÍTE, KOLIK PLATÍTE ZA
NEZAMĚSTNANÉHO ZE SVÝCH PENĚZ?

8. zvládnu dělat práci za dva
A přesto ji nezaměstnají, protože
je těhotná. Pracovat ale zvládne.
Nedoplácej na někoho, kdo si na
sebe může vydělat sám.
poslijidoprace.cz
BLESK.CZ
HOMEPAGE
WITH
CONTEXTUALIZED
DISPLAY AD

9. brala bych víc práce
A přesto ji nezaměstnají, protože je
cizinka. Pracovat ale zvládne. Nedoplácej
na někoho, kdo si na sebe může vydělat
sám.
poslijidoprace.cz
THE SUMMARIUM
WHY SHOULD WE PAY FOR THEM?
mass market decent Czechs, who hate
when you take something they perceive
as theirs from them
variety of minorities who struggle
with finding a job, yet they are
fully job-able
WHEN THEY CAN EARN THEIR OWN MONEY
IF COMPANIES GIVE THEM A CHANCE
with OUR tax money
1. ignite the pre-existing idea of unfair and unequal treatment amongst people
2. harvest the hate - poslijedoprace.cz, fuel it more with contextualized ads
3. Leverage the push into companies opening a market for inclusive workspace -
by people, for companies, heard by politicians
4. mediate and manage the narrative as OPIM, the only one who is able to
navigate the growing market for work inclusion with already existing tools
5. KPIs? Challenged and changed.
BTW, the issue with hate and (work) integration will get significantly more pulsing as
migration progresses based on data (see PAQ RESEARCH of Daniel Prokop). That is why we
propose extension of the campaign narrative with relevant and current context - ukrainian.
YES, THIS