Young Lions Czech Republic 2022 | MEDIA www.younglions.cz The only platform where young professionals can find out how good they are compared to their peers. Powerful learning through experience by working under time pressure. Young Lions develop ambition and the ability to create excellent communications solutions. We can call them the national championship for brand communication professionals aged 30 or under. They provide a unique opportunity to develop creative and personal excellence.

1. FROM THREAT TO OPPORTUNITY
BREAK THE BIAS
YOUNG LIONS
TEAM 16

2. PROBLEM
72% of Czechs believe that foreigners should
adapt. (Atlas Čechů)
Only 17% of employees believe companies should
support programs for the disadvantaged. (Ipsos)
Only 20% of people believe that cultural and
religious diversity plays a big role in the
prosperity of societies. (Euromed)
Diversity leads to distrust of the out-group and
solidarity within the in-group. According to this
theory, the more we are pushed into physical
proximity to people of a different race or
ethnicity, the more we gravitate towards "our
own" and the less we trust "them". (Robert Putnam,
a sociologist)

3. CONCRETE
EXAMPLES
"The majority must submit to
the minority. The world is
going more and more to shit."
"For me, all these minorities who are
currently taking advantage of their position
are taking a lot of risks. Because when the
majority society revolts because they don't
get better jobs even though they are more
capable, or their kids don't get into school
and someone gets in based on skin color or
sexual orientation, then these fools will be
amazed. Change for the better, they say."
„Let‘s hire a faggot in the
company. What's worse is
having someone in the
company who voted
ANO."

4. INSIGHT
Czechs are afraid of the unknown, they don't know how to
achieve a diversified and inclusive environment and they
don't know how it will benefit them.
"I SLOWLY FEEL LIKE A MINORITY TOO, PLUS NOBODY GIVES ME ANY BENEFITS EITHER."

5. FROM THREAT TO OPPORTUNITY

6. STRATEGY
Phase: Acknowledgment
1.
Evoke a reaction and curiosity
Face their bias
Acknowledge and mitigate them
2.Phase: Mind opening
Answear in humorous way
Change their bias into positive line
Work with QR code and Landing
page
3.Phase: Growth
Landing page
Direct benefits for the company,
group and the individual

7. Karel Kovář @kovy_gameballcz
Be Ha Nguyen @beha_nguyen
Petr Ludwiq @petrludwig
Martina Viktorie Kopecká @martina.viktorie
Pavlína Louženská @pavlina_speaks
Opim landing page
RTB banners, Rich formats (scratcher banners,
slider banners)
FB groups, GIFs, LinkedIn
OOH - Focus on offices in Prague: Holešovice,
Karlín, Palmovka, Stodůlky, Chodov
Influencers:
CHANNELS

8. OOH 200 000 CZK
May June
BUDGET
& TIMING
PROGRAMMATIC 300 000 CZK
INFLUENCERS 0 CZK
SOME 0 CZK

9. RESULTS
More than 1 000 fans on Facebook
More than 400 followers on Instagram
More than 2 000 followers on LinkedIn
5 new clients for workshops and education

10. SUMMARY
Breaking the bias by showing people diversity and
inclusion as a way for personal and professional growth.
GOAL
Wide audience from Prague including both employees
and employers.
TARGET AUDIENCE
"I slowly feel like a minority too, plus nobody gives me
any benefits either."
INSIGHT
CREATIVE IDEA
Series of key visuals with on-edge campaign
claims fitted to several minority groups.
EXECUTION
Three phased approach: acknowledge - open
mind - grow. To get a relevant reach we will use
the strategic combination of online and offline
media.