Young Lions Czech Republic 2022 | PR www.younglions.cz The only platform where young professionals can find out how good they are compared to their peers. Powerful learning through experience by working under time pressure. Young Lions develop ambition and the ability to create excellent communications solutions. We can call them the national championship for brand communication professionals aged 30 or under. They provide a unique opportunity to develop creative and personal excellence.

1. You are not so special
You are not so special

2. INSIGHT
▪ former social status as a top priority
▪ treated as „victims“ or „patients“. Not allowed to
live normal lives
▪ want to hear a simple „thank you“ and not be
treated different
▪ hidden in the wide public
▪ receive a lot of offers every day
▪ prefer easy to apply solutions
▪ can be targeted mainly by LinkedIn, OOH
around the office buildings, and media
PRIMARY
AUDIENCE
company managers
SECONDARY
AUDIENCE
stroke survivors aged 25-45

3. #YouAreNotSoSpecial
To cut through the advertising smog and flood of offers we use the
provocative statement "You are not so special." We work with it on
two levels.
YOU ARE NOT
SO SPECIAL
YOU ARE NOT
SO SPECIAL
▪ nudge professionals to realise that
they too can be at risk of stroke
▪ point out that only a small
percentage of stroke survivors have
a chance of a normal life today
▪ we will challenge them to change
that
▪ attract the attention of "invisible"
stroke survivors with a provocative
statement.
▪ explain that everyone has a handicap,
but that doesn't make them less
worthy.
▪ offer them options to get back to
normal life.

4. ONLINE TALENT
MARKETPLACE
▪ online space to connect managers with stroke survivors
▪ platform with all the important info about the initiative
Kliknutím vložíte text.
Kliknutím vložíte text.

5. MIRROR, MIRROR ON THE
WALL...
▪ send out a personal mirror to media-famous CEOs,
HR professionals, managers, journalists, and
decision-makers
▪ follow-up with elevator mirrors
▪ flood public spaces with mirror
stickers and call to action

6. MEDIA
RELATIONS
▪ continuous communication via press
releases
▪ targeting key journalists focusing on
CRS and strong personal stories
▪ offering interviews both with survivors
and experts during the whole
campaign
DVTV
EVENT
▪ public roundtable with strong media
partner –DVTV
▪ quests involving experts, selected
CEOs, HR managers, politicians as well
as ERGO Activ representatives and
stroke survivors

7. SOCIAL
MEDIA
#WeAre
NotSoSpecial
▪ continuous communication on
social media
▪ FB profile picture frame in the
„personal mirror“ format
▪ presenting HR professionals
with benefits via a factual
LinkedIn campaign
▪ cooperation with influencers
• light-hearted vlog of a friendly session with
stroke survivors and influencers
• put stroke survivors on the same level as
celebrities and transform our provocative
#YouAreNotSoSpecial hashtag into a
heartfelt #WeAreNotSoSpecial

8. TIMELINE
Start of the
online
talent
market
Delivery of a
personal
mirror to
media and
managers
Start of follow
up in the
elevators of
companies
Mirror
stickers in
public
spaces
Start of SoMe
communication
and cooperation
with influencers
Roundtable with
experts
Start of Vlog
#YouAreNotSoSpecial with
influencers
Start of continuous
PR communication
via press releases
and interviews
Sustain of long-term
communication and
keep the topic in public
space

9. LET‘S NOT JUST
END HERE…
We know that integrating stroke survivors back into normal life is a long-
term process. That is why we propose to continue the campaign in the
coming years.
▪ gradually send out a personal „You are not so special“ mirror to all
major companies, trade associations, and other institutions
▪ negotiate free advertising space
▪ consider mirror surfaces with our claim at bus stops near office
buildings
▪ connect with like-minded NGOs to create a greater impact

10. SUMMARY
▪ online talent marketplace to connect
managers with volunteers
▪ provocative statement "You are not so
special" in the public space. We will lead
this in two lines of communication -
warning and positive
▪ sending out a personal mirror with a
warning, and thus nudge managers into
action
▪ flood the public space with mirrors
covered with our sticker with a
provocative statement and an
explanation that stroke survivors can get
their old life back
• roundtable with experts, covered by a
media partner – taking the public debate
to a more professional level
• continuous communication on social
media and in the traditional media,
including collaboration with influencers,
factual information for managers and
frames for FB profile photos
• we will combine the two lines into one in
a heartfelt #WeAreNotSoSpecial video
campaign with influencers, and stroke
survivors