SlideShare a Scribd company logo
MEDIA -Team 15
H peful
piggies
Our target audience
GENERAL PUBLIC
Parents struggling with finding professional
help for their children.
MEDICAL STUDENTS
Deciding about their future career.
Our insights
Mental health is not always visible from the outside world. A large
proportion of people live with mental illness without people around
them knowing it.
8 out of 10 medical graduates are not certain about their future
career pursuits. This is often influenced by their internships during
the last years of studies.
source 1: NUDZ, MEDIAGUIDE - informace, data a příběhy na jednom místě, 2021
source 2: Voicecall survey with 10 medical students
Our PIG idea
Piggy banks are cute. But also very fragile.
...same as children.
Piggy banks are coin holders.
...children however, hold emotions.
The Buzz
Let's send the piggies out there!
Provoke curiosity among wide public
by placing 30 life-size sculptures
in frequent places in cities.
|
3,431
young people shared their mental health issues
Share yours...
*it's anonymous
ZE DNE NA DEN !!! Neznámá
plastová prasátka se objevila
po Praze a jiných městech!
Strategy
Záhada prasátek rozkryta. Jde o
mentální zdraví dětí.
Ensure media presence by
creating a sensation!
IMHD
April 23
teasing awareness
Start REVEAL Longterm PR
We broke the case.
Now, let's recruit!
Extra insight: No clinics approach students
proactively in their future career steps.
Solution: Take advantage of KN’s assets. Send
experts and doctors to events at universities to
talk and allow students to think about a career
in child psychiatry.
Goal: Increase the number of medics applying for
this career by 14 % (= 1 % of 2,500 absolvents) in
one year.
source: Voicecall survey with 10 medical students
COME AND TALK
25
newcomers to child
psychiatry career path
Out-of-home
6,000,000 impressions
0 CZK
Online video
3,000,000 impressions
50,000 CZK
Social
5,000,000 impressions
0 CZK
PR
5,000,000 impressions
0 CZK
Our effectiveness
Summary
AUDIENCE INSIGHT BIG IDEA SOLUTION RESULTS
General public and
medical students.
Mental health is
often not visible from
the outside.
More than half of
medical graduates
have not yet decided
about their future
career.
Use the piggy bank
analogy to disrupt
the public narrative.
Use of online and PR
media coverage to
spread the message.
Proactively approach
students with live
events.
19 mio.+ impressions.
Improved nationwide
discussion about
youth mental health.
Increased interest in
pursuing career as
child psychiatrist.
MEDIA -Team 15

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Young Lions CZ 2023 | MEDIA 15

  • 1. MEDIA -Team 15 H peful piggies
  • 2. Our target audience GENERAL PUBLIC Parents struggling with finding professional help for their children. MEDICAL STUDENTS Deciding about their future career.
  • 3. Our insights Mental health is not always visible from the outside world. A large proportion of people live with mental illness without people around them knowing it. 8 out of 10 medical graduates are not certain about their future career pursuits. This is often influenced by their internships during the last years of studies. source 1: NUDZ, MEDIAGUIDE - informace, data a příběhy na jednom místě, 2021 source 2: Voicecall survey with 10 medical students
  • 4. Our PIG idea Piggy banks are cute. But also very fragile. ...same as children. Piggy banks are coin holders. ...children however, hold emotions.
  • 5. The Buzz Let's send the piggies out there! Provoke curiosity among wide public by placing 30 life-size sculptures in frequent places in cities.
  • 6. | 3,431 young people shared their mental health issues Share yours... *it's anonymous ZE DNE NA DEN !!! Neznámá plastová prasátka se objevila po Praze a jiných městech! Strategy Záhada prasátek rozkryta. Jde o mentální zdraví dětí. Ensure media presence by creating a sensation! IMHD April 23 teasing awareness Start REVEAL Longterm PR
  • 7. We broke the case. Now, let's recruit! Extra insight: No clinics approach students proactively in their future career steps. Solution: Take advantage of KN’s assets. Send experts and doctors to events at universities to talk and allow students to think about a career in child psychiatry. Goal: Increase the number of medics applying for this career by 14 % (= 1 % of 2,500 absolvents) in one year. source: Voicecall survey with 10 medical students COME AND TALK
  • 8. 25 newcomers to child psychiatry career path Out-of-home 6,000,000 impressions 0 CZK Online video 3,000,000 impressions 50,000 CZK Social 5,000,000 impressions 0 CZK PR 5,000,000 impressions 0 CZK Our effectiveness
  • 9. Summary AUDIENCE INSIGHT BIG IDEA SOLUTION RESULTS General public and medical students. Mental health is often not visible from the outside. More than half of medical graduates have not yet decided about their future career. Use the piggy bank analogy to disrupt the public narrative. Use of online and PR media coverage to spread the message. Proactively approach students with live events. 19 mio.+ impressions. Improved nationwide discussion about youth mental health. Increased interest in pursuing career as child psychiatrist. MEDIA -Team 15