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. Brief | MEDIA
Background
OPIM is a non-governmental organisation established in 2001 raising awareness about diversity, equality
and inclusion. Through our educational programs, gamification, mentoring, software tools, communities
and strategic consultations to companies, we aim at creating safe and inclusive working environments
where everyone feels welcomed and respected, where everyone can use their potential regardless of his
or her background. We aim at changing the mindset of people and breaking biases we all acquire
throughout our lifetime.
Challenge
To increase the visibility of OPIM and its 20+ year experience, gain higher recognition on the market
amongst the employers, bring awareness of our mission and our work we achieved in promoting diversity,
equality and inclusion. The goal is to break the biases as a number 1 step.
How? To develop a set of tools for breaking the biases, which will be used by employers and become a
trend and inspiration for others. The tool has multifunctional elements – i.e. to be used for a campaign,
training, discussions, TV spots, website, cartoon …
Target audience
Primary – employers. We would like the campaign being a trendsetter of #BreaktheBias, and employers
will be inspired in using our campaign for their internal communication. Currently, we have 12 members
(employers) in our community, D&I Shapers, who are the direct beneficiaries. The campaign has the
potential to be used by international companies worldwide.
Secondary – public
Campaign Objective
• Bring emotions and understanding that everyone has biases, that it is smart and worth to
acknowledge them, mitigate them and that overcoming biases is not only right, but it's worth it.
• We want to create a movement that will inspire employers - and the public - to join forces to help
break the biases and spread the word about the OPIM mission.
• To increase followers on our social media by 80%, to increase cooperation with employers by 15%,
to see the campaign being used by our current or new partners’ employers in their
communication.
Insight
Diversity and inclusion in companies are not always seen positively by employees - sometimes there is
rejection, but most often, confusion. This is because they have several biases towards D&I, and employers
need to actively communicate to overcome these biases.

2. Key message
BREAK THE BIAS
These biases include:
1- The belief that D&I is about fulfilling quotas of 2-3 "visible minorities".
It is broader than that. While it does include minorities, it can be about anyone in any life situation that
is facing an employment bias (single mothers, seniors, unemployed, people with autism...) For some
examples, see here https://opim.cz/living-library.
2- The belief that D&I is just to "tick the box" of political correctness.
It is not. For employers and employees alike, there are very clear and proven benefits of having a diverse
workforce: increased creativity, innovation, meeting individual needs. In the end, we all benefit and grow
from diversity.
3- The belief that D&I is a "charitable act" towards a specific group of people.
It is not; it is about welcoming people as they are, on the basis of their own individual merits, abilities and
potential, giving them a fair opportunity just as we would like to get.
You may choose to focus on all 3 biases, or one individually.
Tone of voice
Simple, light, playful, entertaining, but with profound messages.
Understandable for a very diverse background of people.
Executional considerations
The campaign is something like a trendsetter and spreading like a virus embracing diversity and inclusion
of all (e.g. a campaign symbol, characteristic that gets into our subconscious)
Must fit local reality, not the US, Western approach. Not beautiful white teeth people only… showing the
reality, and the local one (CZ). If it is used for global markets, the theme will fit the local reality.
Digital and social media,
Format: Can be visuals or /and videos to use in different ways: campaign, training, website, cartoon, social
media. Can be something like a miniseries of various topics (visible, invisible diversity) related to bias.
Budget
The maximum budget for this campaign is CZK 500 000 (EUR 20 260).
Other useful info
Web & Social media channels
Website – www.opim.cz
The community platform for employers www.dishapers.cz
Facebook – https://www.facebook.com/opim.cz
Instagram – https://www.instagram.com/opimcz/
LinkedIn – https://www.linkedin.com/company/opim-z-s