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. Insight and idea
Insight
Biases are rooted in fear of the unknown.
We fill in the holes with our prejudice.
Idea
How to get rid of fear of the unknown?
By uncovering it and by finding out more
about all of your colleagues.
So let’s get to know each other and fill in
the holes with factual information.

2. Target audience
Anti D&I
We are targeting employees who are indifferent about D&I or even resent it.
To those, it is pointless to communicate the D&I agenda directly due to Belief perseverance bias.
So how exactly do we get the idea across?
D&I indifferent Pro D&I

3. Solution > Game quiz #2Truths1Lie
Game quiz for employees, tailor-made to get to know all their colleagues.
How well do you know them?
Find out by guessing which one of three facts about them is a lie.
Internal comms Game quiz

4. Internal comms
How can we get employees to start using
the game quiz?
• Site-specific overlays on bathroom
mirrors
• Internal owned channels

5. Game quiz #2Truths1Lie
Journey
• Going over your colleagues´ truths and lies one
by one.
• Finding more about them in a fun way.
• How do we get all this information?
• What is the outcome?

6. Game quiz movement
• User-generated content
• Shared on LinkedIn and Instagram – individual and
company-wise
• Didn't guess someone's lie? Send an automatic
invitation for lunch with them - sync with work
calendar

7. External comms
Partner acquisition via:
• Product landing page with contact
form
• LinkedIn ads targeting HR managers
• CLVs in business areas
• Company press releases with Opim
score
• Opim index annual report
• PR – business news

8. Budgeting, timing & media planning
• Timing - 05/2022 (external comms)
• Quiz web app development ~200k CZK
• Internal comms ~ 40k CZK (overlay mirror stickers)
• External comms:
• Landing page + domain ~ 10k CZK
• LinkedIn Ads ~ 150k CZK
• CLVs ~ 100k CZK
• Brand - 100k CZK / 40% of external comms media budget
• Sales activation - 150k CZK / 60% of external comms media budget

9. What do we expect from
all this?
Goal
• Getting to know one another -> Uncovering
the unknown -> No room for prejudice and
biases
• Deeper ties among employees
• More acceptance among employees
• Higher rate of diversity and inclusion
• We have broken the biases not only towards
each other but also towards D&I as an
initiative.
KPIs
250k CZK > CPL 3000 CZK >
83 LP leads > 10% CR >
8 new partners (19% increase)

10. Summary
Insight
Biases are rooted in fear
of the unknown.
We fill in the holes with
our prejudice and bias.
Target audience
Employees who are
indifferent about D&I or
even resent it.
Solution
Uncovering the unknown
about each other via
Multi-functional game
quiz #2Truths1Lie
Internal
communication
Overlays on mirrors, own
company internal
channels
Game quiz movement and
External communication
User-generated content on social
media, Landing page, LinkedIn ads,
CLVs, PR, annual report
Media planning, budgets
• Production costs and internal
comms 250k CZK / 50%
• External media costs:
• Brand 100k CZK / 20%
• Sales activation 150k CZK / 30%
Expected impact
• Deepened ties among
employees
• More acceptance among
employees
• Higher rate of diversity and
inclusion
• Broken the biases towards each
other as well as D &I as an
initiative.