Yl17 media 10_ogilvy_one

1. Problem  Challenge  Insight  Strategy  Idea  Execution
Mental illness impacts
50 % of people.
And as a result, a psychospiritual
crisis can happen to almost
anyone at anytime.
But most people don’t even know
about the existence of this
diagnosis and how to treat it.

2. Increase
awareness
Raise
money
(250k/ 500k
yearly)
Correctly treat
and help more
people
+ 
We target based on psychology rather than demographics.
Open–minded, sensitive people who tend to have extreme emotional
experiences and are interested in exploring human minds.

Problem  Challenge  Insight  Strategy  Idea  Execution

3. People aren‘t brave enough to
admit and share they are having
abnormal experiences.
They fear getting a lifelong
stigma of being branded a
„psycho“, being hospitalised and
taking meds.
Fear
Shame
Stigma
WTF?!
I don’t want
to talk
about it…
Fatal and
negative
Problem  Challenge  Insight  Strategy  Idea  Execution

4. Get those people
Who have no clue about psychospiritual crisis yet
To bring this topic closer to them and show possible means to treat it
By disrupting them in their everyday lives, educating them about
how it can be treated and driving action to donate to or get help from Diabasis.
RTB Diabasis is a network of experienced professional therapists
offering an alternative solution for mental health treatment.
+ almost 2000 already healed clients
Problem  Challenge  Insight  Strategy  Idea  Execution

5. In Wonderland
…and how to get back even stronger
Overarching idea:
Using this metaphor, we are bringing this topic closer to the people in an attractive
and engaging way and by consequent activities make it more normal.
Problem  Challenge  Insight  Strategy  Idea  Execution

6. Usage of the most common symptoms (AUDIO, VISUAL, SOMATO)
+ shooting a short videos out of them and posting them to FB
DISRUPT  GET ATTENTION :
COSTS: volunteers, partners, barters, …= 0 CZK
Problem  Challenge  Insight  Strategy  Idea  Execution
series of weird events happening in the
natural environment of the TA

7. Introducing Diabasis RTB in a video
and explaining what Diabasis does and
why we need money and more
professionals to be able
to help more people.
+ attractive psychedelic merch
(posters, bags, bottles,
kaleidoscope…)
+ organization of “Tea party in
Wonderland” in Náplavka
ACT/ DONATE:
COSTS: volunteers, partners, barters, …= 0 CZK
Problem  Challenge  Insight  Strategy  Idea  Execution

8. AWARENESS/ EDUCATION:
• Sharing real stories – normalization of the topic
• Interviews with the team in media/ FB
• FB for Nonprofits
• Website redesign – stronger CTA for donations; stories,…
• Google Adwords for NonProfit
COSTS: volunteers, partners, barters, …= 0 CZK
Problem  Challenge  Insight  Strategy  Idea  Execution
• In Wonderland room in Designblok
• In Wonderland book to sale
• Auction

9. DISRUPT
series of weird events ACT/ DONATE
EDUCATION
VIDEOS
 FB campaign/
promoted posts
(cartoons)
 Interviews
 Real stories
250k
+ PR
+ conferences
+ seminars
+ merch
 Earned media
 PR
 Social media/ FB
AWARENESS
EVENT/ AUCTION
DESIGNBLOK
(yearly)
 In Wonderland
room
 Book of success
stories
Problem  Challenge  Insight  Strategy  Idea  Execution
TIMING: starting in May 2017, HitHit during summer, Autumn – designblok as a peak for this year