This document outlines a campaign called "Flip a Can, Change a Destiny" to encourage donations to Mary's Meals in the Czech Republic. It notes that Czech people do not often donate but want to help. The campaign idea is to place messaging on canned beverages encouraging people to donate by flipping the can. The plan includes developing branded cans, video/digital ads, a microsite for donations and tracking funds. Key elements are easy donation, stories of helped children, and aligning with charity events. Metrics and timelines are provided through 2020 rollout with the goals of raising awareness, changing behaviors and increasing donations.

1. FLIP A CAN
CHANGE A DESTINY
Jan Toloch
Stirber David

2. WHAT WE WANT
CHANGE
PEOPLE’S
BEHAVIOR
AND
MAKE EASY
DONATION TO
MARY‘S MEALS

3. 1
INSIGHT
CZECH PEOPLE
DO NOT
DONATE OFTEN
BUT THEY
WOULD LIKE
TO HELP
2
YET, MANY
DO NOT TRUST
THE CHARITY
ORGANIZATIONS
3

4. BREK THROUGH IDEA
CAN TOP
BOTTOM
„FLIP THE CAN,
CHANGE A DESTINY“
„OTOČ PLECHOVKOU,
OTOČ OSUDEM“

5. AVALANCHE
ALL
BRANDS
OF PPAS
01 02 03
PR
BUZZ
ALL
BEVARGES
BRANDS
ON
MARKET

6. EXECUTION - MICROSITE
 EASY DONATION
DIRECTLY
 BECAME VOLUNTEERE
 STORIES OF KIDS AND
SCHOOLS
 TRACKING THE MONEY
CONTENT:
KV
SPOTS 6

7. 2019
AGENCY
BRIEFING
APR MAY JUN
CAN
DEVELOPMENT
JUL AUG SEP OCT
ALL
DELIVERABLES
READY
NOV DEC JAN
2020
ALL PPAS EVENTS
ROLL-OUT
MARY‘S MEAL
ASSETS
CHARITY
SEASON
BACK TO SCHOOL
SEASON
>
DIRECTLY SPONSORED
SCHOOLS
7
EVALUATION
Awarness
TIMELINE STYLE

8. CAN
DEVELOPMENTMEDIAVIDEO & KV
160 K & 300 K 1000 K 500 K
MICROSITE
200 K
BUDGET - 2,16 MIO