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1. How can we help doctors
MAKE THE WORLD BETTER
when what they treat is seen as not big enough?
2023 | Team 7

2. Source: This stigma is more signi
fi
cant in Czech republic than EU average.
We have to make Children Psychiatrist career
PURPOSEFUL ENOUGH
for medicine students
Problem Insight Strategy Idea Execution
THE CHALLENGE

3. PROBLEM REFRAMED
CHILD PROBLEMS ARE
"SMALL" PROBLEMS
Problem Insight Strategy Idea Execution
CHILD PSYCHIATRISTS ARE
"SMALL" DOCTORS.
Children are voiced by their parents and may be often silenced
for these stigmatic reasons. Prevailing narrative around mental
health treatments effects children significantly.

4. INSIGHT
Problem Insight Strategy Idea Execution
The natural parent's coping mechanism with the situation they don't understand is to act
like everything is fine, like their kid is just fine, their parenting is fine, the situation is fine.
PARENTS ARE OFTEN LAST IN
ADMITTING THEIR KIDS HAVE
MENTAL HEALTH ISSUES.
"Parents sometimes fail to
recognize the early signs
of their children's mental
health problems and so
may downplay them.”
Marie Salomonová, Nevypusť duši

5. Strategy Idea Execution
Problem Insight
STRATEGY
SHOW HOW PARENTS
MISDIAGNOSE THEIR KIDS
MENTAL HEALTH TO KEEP
THEMSELVES CALM. MAKING THE
NEED FOR CHILDREN
PSYCHIATRISTS DESPERATE.
Perception of
parents
The perception of
Children Psychiatrists
SHIFTS

6. "SHE’S JUST OUR LITTLE MODEL"
HE’S JUST A LITTLE SHY
Idea Execution
Problem Insight Strategy
"PARENT DIAGNOSIS"
"HE JUST LIKES TO BE ALONE"
"SHE'S JUST A BIT ALL OVER THE PLACE"
IDEA

7. How it works
Touchpoints
Strategy Idea Execution
Problem Insight
STRATEGY
We expand the gallery for
every single harmful diagnosis
made.
We work with individual
stories on social, in outdoor.
Expert advocates and
influencers help us spread the
message.

8. Strategy Idea Execution
Problem Insight
MEDIA
Influencer’s mental health
Influencers are not an exception
from the harmful diagnosis library.
Telling their stories of dismissal.
Impressions
3 MIL
OOH Shocking stories
Taking the most shocking stories
of parent dismissal and making
them into outdoor art installation.
Impressions
2 MIL
Ever growing gallery
We expand the gallery for
every single harmful
diagnosis made.
Impressions
1,5 MIL
Expert advocates
Child psychiatrists themselves talk
about state of child mental health
and the necessary proper
diagnosis.
Impressions
0,5 MIL

9. Problem
Children's problems are seen as “small” problems. Child psychiatrists are “small” doctors.
Audience
Parents and caretakers who take their kids problems lightly.
Insight
Parents are often last in admitting their kids have mental health issues.
Because they would admit that they have parenting issues.
Strategy
Show that parents diagnose their kids to calm
themselves.
Inviting med students to help stop it.
Idea
Media mix
The challenge
The need to make child psychiatrists to be taken seriously.
"SHE’S JUST OUR LITTLE
MODEL"
"Parent diagnosis"
HE’S JUST A LITTLE SHY
"SHE'S JUST A BIT ALL OVER
THE PLACE"
"HE JUST LIKES TO BE ALONE"
We show how far things can get without noticing the need for treatment and attention
to mental health of their own children. Examples of shit parents say to others to calm
themselves down but end up harming their kids.