MEDIA -Team 15
H peful
piggies

Our target audience
GENERAL PUBLIC
Parents struggling with finding professional
help for their children.
MEDICAL STUDENTS
Deciding about their future career.

Our insights
Mental health is not always visible from the outside world. A large
proportion of people live with mental illness without people around
them knowing it.
8 out of 10 medical graduates are not certain about their future
career pursuits. This is often influenced by their internships during
the last years of studies.
source 1: NUDZ, MEDIAGUIDE - informace, data a příběhy na jednom místě, 2021
source 2: Voicecall survey with 10 medical students

Our PIG idea
Piggy banks are cute. But also very fragile.
...same as children.
Piggy banks are coin holders.
...children however, hold emotions.

The Buzz
Let's send the piggies out there!
Provoke curiosity among wide public
by placing 30 life-size sculptures
in frequent places in cities.

|
3,431
young people shared their mental health issues
Share yours...
*it's anonymous
ZE DNE NA DEN !!! Neznámá
plastová prasátka se objevila
po Praze a jiných městech!
Strategy
Záhada prasátek rozkryta. Jde o
mentální zdraví dětí.
Ensure media presence by
creating a sensation!
IMHD
April 23
teasing awareness
Start REVEAL Longterm PR

We broke the case.
Now, let's recruit!
Extra insight: No clinics approach students
proactively in their future career steps.
Solution: Take advantage of KN’s assets. Send
experts and doctors to events at universities to
talk and allow students to think about a career
in child psychiatry.
Goal: Increase the number of medics applying for
this career by 14 % (= 1 % of 2,500 absolvents) in
one year.
source: Voicecall survey with 10 medical students
COME AND TALK

25
newcomers to child
psychiatry career path
Out-of-home
6,000,000 impressions
0 CZK
Online video
3,000,000 impressions
50,000 CZK
Social
5,000,000 impressions
0 CZK
PR
5,000,000 impressions
0 CZK
Our effectiveness

Summary
AUDIENCE INSIGHT BIG IDEA SOLUTION RESULTS
General public and
medical students.
Mental health is
often not visible from
the outside.
More than half of
medical graduates
have not yet decided
about their future
career.
Use the piggy bank
analogy to disrupt
the public narrative.
Use of online and PR
media coverage to
spread the message.
Proactively approach
students with live
events.
19 mio.+ impressions.
Improved nationwide
discussion about
youth mental health.
Increased interest in
pursuing career as
child psychiatrist.
MEDIA -Team 15