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1. SOME PROBLEMS
HIDE IN A PLAIN
SIGHT
and are not visible on the outside.
Team 6

2. Prestige is perceived by profitability and
its social benefits defined by the society
beliefs.
If we want to break people behavior we
have to change their minds first.
INSIGHT
Psychiatrists are the worst paid doctors
with attestation. They earn 27% less
than anesthesiologists.
ČSÚ
NSP

3. SOLUTION
Break the rules
Create a buzz
Change mindsets
Get people to think and talk about this issue
Get the attention needed and make this field of work attractive

4. Society full of prejudices.
JOURNEY
Challenge what's normal - erase
what people take for granted.
Take advantage of created buzz by
SoMe and PR and generate funds to
strengthen the cause.
Driving the change with educational
campaigns to enlighten the society
and break taboos.
Change of the mental health
discourse.

5. Some problems hide
in a plain sight
PHASE I

6. Partner up with T-mobile
Get prestigious people to attend the event
Sell the drawings of the
spots to gain money for
the psychiatrists and
campaign
1 mio CZK goes to
campaign
2 mio CZK goes to
Kapka Naděje
PHASE II - FUNDRAISING AUCTION

7. The most iconic sight in
Prague!
The most common cause of death with girls
aged 15-19 y.o. is suicide.
Some problems hide in a plain sight. Be the
hero. TALK ABOUT IT.
WHO
PHASE III - EDUCATIONAL CAMPAIGN
Money raised in auction is going to media and
OOH educational signs placed near the same
sights.
Multiple claims will be used, unique for each
erased sight. Every claim disclose the statistics
about mental health issues related to children
and adolescents.
For further information, more content and help
there is a QR code on every sign.

8. MEDIAPLAN
MEDIATYPE BUDGET MONTH 1 MONTH 2 MONTH 3 MONTH 4
INFLUENCERS FREE 250 000 UU 250 000 UU
OOH ADVERTISING TARPAULINS 25 000K
META NETWORK (AUCTION) 100K (PROVIDED BY PARTNER) 1 000 000 UU
OOH (ICONIC SIGHTS SIGNS) 400 000K
META (DARKPOST, REELS) 100 000K 500 000 UU 500 000 UU
INSTAGRAM (STORIES, REELS) 300 000K 1500 000 UU 1 500 000 UU
TIKTOK VIDEO ADS 200 000K 1 000 000 UU 1 000 000 UU
PR COVERAGE FREE
Back to Agenda Page

9. WHAT WILL
WE GAIN
Viral campaign that will be discussed in TV, printed
media and mainly social media.
Massive PR coverage not only about campaign but
also about the auction and raising money.
Normalizing mental health issues as any other visible
health problems. Creating big awareness about the
topic.
Psychiatrists will gain more prestige among society
as the issue is better known.

10. SOME PROBLEMS
HIDE IN A PLAIN
SIGHT
Solve the problem by erasing iconic
sights.
Create the awareness by
changing the mindset
Raise money for good
cause
Educate and
normalize mental
health issues as any
other illness
Some problems hide
in a plain sight
Reach on SoMe more
than 3 730 000 people
Reach more 500 000
people by influencers
posts
Create campaign that
is viral and resonate
within society