The document discusses the critical shortage of child psychiatrists in the Czech Republic, with only 180 available for 1.5 million adolescents, leading to long waiting times and a lack of awareness about the field among medical students. Birell, a non-alcoholic beer brand, aims to raise awareness and support for child psychiatry by introducing a new watermelon flavor and encouraging students to pursue this specialization, highlighting the importance of mental health care for children. The initiative is designed to challenge stereotypes and prejudice against psychiatry, emphasizing that it can save lives.

1. AEI: Internal
INCREASE THE
NUMBER OF
CHILDREN'S
PSYCHIATRISTS
M A I N O B J E C T I V E

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Med students do not consider studying
children's psychiatry mainly because it is
not seen as a legitimate medical field, and
they are discouraged by their close ones.

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WHY BIRELL?
Birell is the outsider in the
beer culture that comes
with many stereotypes
It has been
supporting
doctors for many
years
Its popularity grows
among young people
It's currently
missing a CSR
project

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NEW BIRELL
WATERMELON!

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OOH
DIGITAL
+ WEB
PR
SAMPLING

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NEW BIRELL
WATERMELON!

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WATER
melon
Something doesn't feel right, does it?
Sometimes children experience mental health issues such as dealing with suicidal thoughts, depressions or anxiety. They
don't enjoy things like the presence of loved ones or the taste of their favorite drinks.
Currently, there are only 180 child psychiatrists in the Czech Republic, which means there are only 6 child psychiatrists
for every 100,000 adolescents, and the waiting time for an appointment can be up to 6 months.
That is why Birell instroduces its new flavour: Water-melon. Do you see it? Water. With the "empty taste".
Just as empty as the open positions for Children's psychiatrics.
Only about 1.6 % of medical students choose child
psychiatry as their specialization, due to low awareness,
neglect of their own well-being during medical school, and
especially prejudice against psychiatry. It is often condemned
as an unscientific field with unproven effectiveness in
treatment. It is essentially an outsider among other
medical specialties.
Birell knows what it's like to fight against prejudice.
"Non-alcoholic beer is not beer," they said. Among other beers,
it's actually an outsider.
That's why we want to support young students in their choice to
pursue child psychiatry, because it saves lives. Not only can it
change the lives of children who would otherwise suffer, live in
depression, or perceive the world around them in a distorted
way, but also the lives of their families and friends.
Support your close ones if they decide to study Children's
Psychiatry. You will become a lifesaver!

8. AEI: Internal
WATER
melon
Something doesn't feel right, does it?
Sometimes children experience mental health issues such as dealing with suicidal thoughts, depressions or anxiety.
They don't enjoy things like the presence of loved ones or the taste of their favorite drinks. They might feel emptiness..
So do you taste the emptiness now too? The taste of this watermelon flavor. You see it, right? Water-melon. Water. That
is the real favour of this Birell.
Do you think we are crazy? Why would Birell do that?
Currently, there are only 180 child psychiatrists in the Czech Republic, which means there are only 6 child
psychiatrists for every 100,000 adolescents, and the waiting time for an appointment can be up to 6 months.
Only about 1.6% of medical students choose child
psychiatry as their specialization, due to low awareness,
neglect of their own well-being during medical school, and
especially prejudice against psychiatry. It is often condemned
as an unscientific field with unproven effectiveness in
treatment. It is essentially an outsider among other
medical specialties.
Birell knows what it's like to fight against prejudice.
"Non-alcoholic beer is not beer," they said. Among other
beers, it's actually an outsider.
That's why we want to support young students in their choice to
pursue child psychiatry, because it saves lives. Not only can it
change the lives of children who would otherwise suffer, live in
depression, or perceive the world around them in a distorted
way, but also the lives of their families and friends.
Support your close ones if they decide to study Children´s
Psychiatry. You will become a lifesaver!
Water
melon
STAGE 1 STAGE 2
• PARTNERSHIP WITH
PRACTICAL EDUCATIONAL AND
WELL-BEING PROGRAM FOR
STUDENTS
• ROLE MODEL
PR STUNT
• NATIONWIDE
DISCUSISON
DIRECT COMMUNICATION
TO STUDENTS
• SAMPLING
• WELL-BEING PROGRAM
REAL LAUNCH
LONG TERM PROFIT

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Equity among the young target group
BRAND
SOCIETY
Long term CSR project
New flavour of Birell
Awareness of the issue
Stereotypes
Long term support from the partner

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SUMMARY