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1. Digital Brief 2020
Background
In the Czech Republic, there are approximately 210,000 children with IQ above 115 at the age of 5-18, out of which
approximately 42,000 have IQ over 130. These children are a treasure to the Czech society, our future leaders
(visionaries, inventors and discoverers), in many cases, however, often underestimated and with untapped
potential. The potential of their high intelligence is often "shuffling" by social-emotional issues. And that is why
thousands of them are not identified at all, but on the contrary, according to the behavior of some of them, they
are relatively often referred to as "nagging, unchecked, troublesome, disturbing in classes, etc." We call them the
“MiND children” (= intellectually gifted, thinking and feeling differently, “strange” behavior…). As the children on
the left side of the Gauss curve (physically or mentally handicapped, with autism, ADD/ADHD, dys-disorders, etc.),
also the MiND children, on the right side of the Gauss curve, require a special educational approach.
Unfortunately, the current educational system is lacking the know-how in their learning and development.
Therefore, Qiido, nadační fond has been created to offer the appropriate solutions and to rectify the system’s
deficiencies. For 6 years already, Qiido has been intensively supporting the education and development of
intellectual potential (IQ) and the socio-emotional intelligence (EQ) of intellectually gifted children. This is our
MISSION.
Our GOAL is to build a program of complex care and systematic approach in MiND children’s education and
development, which will in a relevant and appropriate way fulfil their specific needs (IQ, EQ, Soft-Skills, Talent) at
school and at home as well.
MiND children just “think differently!” They need to learn in their natural way, i.e. in a creative way, using
critical thinking, being spontaneous, improvising, solving open-ended projects, strengthening self-confidence,
learning teamwork and flexibility and enhance social-emotional competencies … then they can become the
authentic future leaders!
We, in Qiido, tend to make a life of a MiND child happy and successful!
Therefore, we bring to ordinary public schools (teachers and directors) a comprehensive program with a complex
and systematic approach to education, care and development of the MiND (Qiido Akademie and Qiido Na míru).
Parents are provided with a diagnostic and counseling system for early identification of IQ + EQ and individual
consultation (Qiido Poradna); we offer legislation support in the education field; EQ courses to enhance the socio-
emotional competences of children and their parents. We communicate and raise awareness of the MiND topic
through conferences for the professionals (Qiido Setkání škol) and the parents (Qiido Setkání rodičů).
We are currently in contact with 27 schools across the Czech Republic out of which we closely cooperate with 8 of
them.
Key competitors within the intellectually gifted area:
Mensa, Nadané děti, Centrum nadání, Společnost pro talent a nadání
Qiido UNIQUENESS:
1) Focus on social-emotional (EQ) and soft-skills (SS) development, and not only on IQ (cognitive skills)
development
2) Focus on a formal educational process (intervention and support of gifted children during morning classes),
not any informal courses after school
3) Focus on quality: long-term relationship (min. 3 years in a row) with one precise school, not quantity - many
separate courses for a wide school audience
4) Complex and systematic approach – having know-how, expertise, and practice in each stage of an intellectual
giftedness area while making connections with the legally involved institutional public players (schools,
“pedagogicko-psychologické poradny”/ educational-counselling services, municipal office)

2. CREDIBILITY PROVEN:
1. Enthusiasm and authenticity of the founder (personal experience, mother of such child)
2. Team of experts – psychologists, teachers with long-term experience in teaching MiND pupils, pedagogic
mentors, lawyer of educational legislation,
3. Positive feedback from the field – schools and parents (testimonials)
+ more on request + Qiido Youtube channel
SCHOOLS’ PRINCIPALS:
PARENTS’ EXPERIENCE:
S Qiidem jsme maximálně spokojeni, máme skvělou osobní zkušenost. Jejich podporu jsme vyhledali v náročné
situaci a poskytli nám velmi profesionální a lidskou pomoc. V problematice nadaných dětí se již dlouho pohybují a
snaží se české vzdělávání formovat a zlepšovat tak, aby nadané děti měly co nejlepší podmínky pro svůj rozvoj a
vzdělávání. Velmi se jim to daří, nadaným dětem rozumí a hlavně, věří v jejich obrovský potenciál. :-)
(maminka Silvie, syn Davídek – 8 let / 1. třída)
Náš starší syn se od první třídy potýkal s problémy ve škole; nebavilo ho donekonečna opakovat, co už uměl,
nerozuměl si s dětmi, postupem času se přidaly potíže s chováním. V půli druhé třídy jsme zjistili příčinu –
mimořádné nadání, a na základě doporučení pedagogicko-psychologické poradny nechali sepsat IVP. Škola si s ním
však i nadále nevěděla rady a v pátém ročníku problémy vygradovaly; schylovalo se ke dvojce z chování a škola na
nás tlačila, abychom synovi zajistili odbornou pomoc. Jsem ráda, že se nás ujala psychoterapeutka z Qiida, protože
mám pocit, že mezi odborníky jsou potíže spojené s nadáním přehlíženy, sotva bychom našli někoho, kdo by
nadaným rozuměl lépe. Už na začátku terapie se syn velmi zklidnil, pomohlo mu, že mohl mluvit s někým
nezaujatým, s někým, kdo mu naslouchá, rozumí a pomáhá mu vyznat se v sobě i v různých situacích. Pozvolna se
začaly projevovat určité pokroky a problémy ve škole se (i díky skvělému přístupu třídního učitele) výrazně
zmírnily. Terapie nám také pomohla zvládnout náročný přesun na osmileté gymnázium, kde syn čelí dalším výzvám,
znatelně se osamostatňuje a také se mírně zlepšuje jeho sebevědomí. Oceňuji otevřenost paní psycholožky při
pravidelných konzultacích, pomohla nám ujistit se, co se týče našeho výchovného vedení, pochopení a zohledňování
synových potřeb, a také rozptýlit naše obavy ohledně suspektních diagnóz.
(maminka Jana, syn Jáchym – 12 let / 6. třída)
„Jsem maminkou 10leté Zuzanky, která je všeobecně mimořádně nadaná, stejně jako mladší syn. Vzhledem k tomu,
že obě děti mají k nadání další potíže, je jejich výchova náročná. Od narození dcery vše zdaleka neprobíhá tak, jako
v naivních růžových představách. Když jsem už před pár lety zoufale hledala odbornou pomoc pro dceru, a tím i pro
sebe, naději mi vlila Miriam Janyšková z Qiida. Dcera pak docházela k Andree Štefáčkové z Qiida na individuální
kurz EQ a velmi dobře se to na ní projevilo. Obě ženy jsou pro mě opěrným pilířem. Vím, že práce s mými dětmi
bude ještě hodně dlouhá. A vím také, že existuje malý okruh chápajících lidí, kteří mi s nimi mohou pomoct. Mezi
nimi je v každém případě Andrejka, které děkuji za vždy přínosné setkání, ať mne, či dětí. A také Miriam, která před
sebou formuje tolik potřebný kruh bezpečí a sdílení pro nadané děti, rodiče a otevřené školy :)“
(maminka Alžběta, dcera Zuzanka – 10 let / 4. třída)

3. PEOPLE CURRENT PERSUASION – CATEGORY BARRIERS:
“If the child is gifted, she/he can easily help her/himself, so does not need any other specific support.”
“If the child makes an easy topic wrong, she/he cannot be gifted.”
“If the child behaves strange, she/he has any kind of disorder (ADHD, Autism, DYS-,.).”
Challenge
To create a campaign which would approach the relevant target group for delivering the message. Key
task is obvious – to maximize the awareness of the topic and maximization of Qiido as credible expert in
the area.
Target audience
Parents and grandparents of families with a high intelligent child(-ren).
Sociodemographic target: Parents living in urban areas, especially focusing on key cities in every district of the
Czech Republic. Concerning socio target attributes, we focus on average and above-average income per household.
Attitudinal target: Parents aware of the importance of good educational/learning approach benefits, focusing on
enhancing their children’s intellectual potential and at the same time fully aware of the child’s wellbeing as another
factor of its life success. In principle, people who believe that giving high priority to learning/education and a child’s
wellbeing bring success to their child.
Campaign Objective
Quantitative objective 1: increase the awareness and generate leads within the target audience about the area of
intellectually gifted children, their specifics and possible approaches addressing their special needs.
Quantitative objective 2: increase the awareness of Qiido foundation as a key reference in the area of
intellectually gifted children; Qiido foundation should be considered as the main subject, who can address all
aspects related to the topic of intellectually gifted children, starting from child identification, consultancy to
parents and teachers, therapies, individual approach towards particular child education and social-emotional needs
development, parents academy, etc. simply said, the target group should be aware of complex tools, methods, and
expertise of Qiido foundation in the covered area.
These two above quantitative objectives should reach at least 10% of target population ( about 50.000 people,
mainly both parents).
Qualitative objective: create a clear link between the topic of intellectually gifted children and Qiido.
Key message
A child with high intelligence often has issues with social-emotional skills.
Therefore, educational institutions/parents/people getting in touch with them may have a hard time to understand
them, work and communicate with them as they are not aware of their specific needs.
Qiido is a credible expert in this topic because of its practical experiences.
It provides complex care and a systematic approach to these children, to their parents and to school.
Tone of voice
Calm but confident. The tonality should emphasize the expertise and experience of the Qiido foundation which has
been gained from the beginning of its operation in 2014. We in Qiido strongly believe, that there is a potential in
every gifted child, the only thing is how it is approached. We want to be informative, joyful, uncomplicated and
positively focusing on the key message deliverance; the simple and straight forward communication should be
essential in order to increase the awareness of potential solutions for different issues related to intellectually gifted
children.
Budget
150.000 CZK (production + media)
+ 10.000 USD / months thanks to Google AdWords

4. KPI
CURRENT:
WEB: 400–500 users / month
500–600 visits / month
1.500–2.000 page seen / month
FB: 782 followers
OBJECTIVE:
REACH: min. 50.000 parents from a target group (high affinity!),
(eg. 210.000 children x 12% x 2 parents/child = 50.400 parents)
WEB: 5.000 visits / month over the 12 months
500 direct contacts = leads / month (via web form) over the 12 months
FB: 5.000 followers
Other useful info
www.qiido.cz
FB: Qiido - https://www.facebook.com/qiido.cz
YT: Qiido - https://www.youtube.com/channel/UCDnWU9hxjbWHGJNxkGgRDWA
Info leaflet enclosed
Mandatories:
Logo
Slogan: “Myslíme jinak!” (jinak – backwords, eg. KANIJ)
Inspirational “Hymn / Anthem”:
https://www.youtube.com/watch?v=eAVW-jLRLE8