Zuzana Čulen, Ľudmila Vašková (Adexpres.com/iProspect)

1. insights
Young people know they should
not smoke, eat unhealthy, drink
and live unhealthy life, but they
still do. Why? Because it eases
their problems, they reward
themselves or because they do
not have time.
However they always find time
for things they love, things they
do with their heart.
Zuzana Čulen | Ľudmila Vašková

2. target group
They eat unhealthy
because they can, they
drink and smoke because
they should not, they do
not excercise becasue they
should.
They save on food to spend
on alcohol, cigarettes and
parties. They lack of sleep
to socialize or to meet
deadlines. They need food
high on sugar and energy
drinks to compensate for
sleep.
Under pressure to achieve
a lot before 30. To
compensate long hours
work, lack of sleep and
stress, they smoke, drink,
eat unhealthy. They do not
have time to excercise.
Zuzana Čulen | Ľudmila Vašková
youngsters
(age 15-18)
high achievers
(age 25-30)
collage students
(age 18-25)

3. goals
Engagement of the people on a healthy lifestyle platform
We will encourage them to:
● take responsibility for their body and treat it nicely
● visit GP for a check up
● make small changes in their lives for their heart, which will buld up to
bigger ones
● share small achievements to encourage others
Zuzana Čulen | Ľudmila Vašková

4. big idea
I always find time for things I do with my heart.
To keep doing things I love for longer I care about myself. I am
#SRDCOFIL
1. A person who loves what s/he does, who does things with a heart. I.e.
enthusiastic proffesional, sportsman, businessman, 30 under 30
2. A person who loves own heart and take care of it.
Zuzana Čulen | Ľudmila Vašková

5. strategy
We remind people that there is always time for things they love
and show them through inspirational people and challenges how to
keep doing what they love for longer. They need to take care of
their heart.
Let's make a statement I am #SRDCOFIL
Zuzana Čulen | Ľudmila Vašková

6. communication strategy | how it will work
Zuzana Čulen | Ľudmila Vašková
Loajalita
3. ProdejInspire
Convert donors and
fundraisers
Engage visitors and
build comunity
Raise awareness
Influencers
& Events
Social
media
Microsite Workshops

7. communication strategy | raise awareness
Engage the 30 under 30 influencers
form various parts of interests
We ask them to show in their own way
what they do for their hearts so they
would last longer and could do what
they love.
They make a video, Instagram,
Facebook, Twitter post about it with a
#SRDCOFIL hashtag.
“Today I run 5km for my heart, so I could
keep singing for you longer. I am
#SRDCOFIL What do you do for your heart
to sustain in your passion?”
Zuzana Čulen | Ľudmila Vašková
Dita Přikrylová, Czechitas
Gabriela Soukalová,
Olympionist
Dominik Lakatoš, Hockey
player Jirka Král, YouTuber
Ben Christovao, singer
Michelle Losekoot, Blogger,
book lover
Jan Řežáb, founder
Socialbakers
Thea Kučerová, Mintyfinty
blogger, editor-in-chief ZOOT
magazine

8. communication strategy | engage visitors and buid community
Day to day small
challeneges
People are encouraged to
make small everyday
challenges, that help their
wellbeing and share them
with a statement I am
#SRDCOFIL on
Instagram, Facebook,
YouTube, Twitter,
SnapChat.
Zuzana Čulen | Ľudmila Vašková
Engagement on the
microsite
Stories, inspiration
and encouragements
from 30 under 30
influencers,
Instagram social feed
with a #SRDCOFIL
statement.
International day
of Heart
Cooperation with the
chosen influencers,
talks and workshops
with them. Live
Instagram wall with
#SRDCOFIL
statements on behind
of the talks. Live
streaming.

9. communication strategy | donors convertion and fundraising
We want to raise money for srdcofil training model, teach people how to
prevent the heart diseases on educational workshops and inspire
them on how to live better heathly life.
We will cooperate with our partners to raise money for the project.
Zuzana Čulen | Ľudmila Vašková
ZOOT.cz doubleshot Vodafone AirBank
#SRDCOFIL

10. summary
Problem
People do not take care of their body, they lack of time, however
they always find time to do things they love.
Solution
We show people inspiration and make them realize that by taking
care of their heart they gain time to do things they love.
Message
In order to do something that you like, you need to have a
healthy life. Take a step, make a statement I am #SRDCOFIL.
Touchpoints
Influencers, social media, International day of heart event,
website, workshops, merchandise
Media costs
0 CKZ, lots of hard work and good will
Zuzana Čulen | Ľudmila Vašková