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AN INCREASE IN CHILDREN WITH
MENTAL HEALTH PROBLEMS?
A DECLINE IN CHILD
PSYCHIATRISTS?
TEAM 21
LET'S MAKE THEM
PAY ATTENTION.
ADULTS ARE BIOLOGICALLY WIRED
TO RESPOND TO THE SOUND OF A
CHILD'S CRIES AND TAKE ACTION
TO PROVIDE CARE.
AUDIO ADS ARE MORE
AND BRING A SIGNIFICANT IN BRAND AWARENESS.
ENGAGING
ATTENTION-GRABBING
MEMORABLE
LIFT
SILENCE MIGHT BE WORSE
AN OUTDOOR CRY FOR
ATTENTION
Hypercubes with speakers
Squares,
faculties
Simple,
QR code
10s/
minute
THIS AD IS
NON-SKIPPABLE
10s
18+
50k+
town
s
Internal radio in retail (partnership)
EXPECT THE
UNEXPECTED
supermarkets,
shopping centres
10s spots,
random intervals
HYPERCUBE
HOW IT ALL WORKS
YouTube and internal retail radios will run the whole
month. Hypercubes will be installed in 10 major cities for
the first week and then have "roadshows" across the
country.
YOUTUBE
RETAIL RADIO
4 weeks
Mid-September
PR COVERAGE ?
STRATEGY
The campaign strategy focuses on a
target audience of parents,
caregivers, and medical students. Our
main goal is to build the highest
possible reach and frequency at one
point to start a discussion.
INSIGHT
Adults are biologically wired to respond
to a baby's cry. Audio ads are more
engaging and attention-grabbing. The
combination of these two elements is
very powerful in grabbing attention.
IDEA
MEDIA
Children with mental health problems
often do not ask for help and suffer in
silence. That's why we named the
campaign "Silence might be worse".
We will use 3 types of media - outdoor
crying hepercube in squares in big cities
and in front of faculties, indoor radios in
retail and non-skippable Youtube Ads.

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Young Lions CZ 2023 | MEDIA 21 - Honorary Mention

  • 1. AN INCREASE IN CHILDREN WITH MENTAL HEALTH PROBLEMS? A DECLINE IN CHILD PSYCHIATRISTS? TEAM 21
  • 2. LET'S MAKE THEM PAY ATTENTION.
  • 3. ADULTS ARE BIOLOGICALLY WIRED TO RESPOND TO THE SOUND OF A CHILD'S CRIES AND TAKE ACTION TO PROVIDE CARE.
  • 4. AUDIO ADS ARE MORE AND BRING A SIGNIFICANT IN BRAND AWARENESS. ENGAGING ATTENTION-GRABBING MEMORABLE LIFT
  • 6. AN OUTDOOR CRY FOR ATTENTION Hypercubes with speakers Squares, faculties Simple, QR code 10s/ minute
  • 8. Internal radio in retail (partnership) EXPECT THE UNEXPECTED supermarkets, shopping centres 10s spots, random intervals
  • 9. HYPERCUBE HOW IT ALL WORKS YouTube and internal retail radios will run the whole month. Hypercubes will be installed in 10 major cities for the first week and then have "roadshows" across the country. YOUTUBE RETAIL RADIO 4 weeks Mid-September PR COVERAGE ?
  • 10. STRATEGY The campaign strategy focuses on a target audience of parents, caregivers, and medical students. Our main goal is to build the highest possible reach and frequency at one point to start a discussion. INSIGHT Adults are biologically wired to respond to a baby's cry. Audio ads are more engaging and attention-grabbing. The combination of these two elements is very powerful in grabbing attention. IDEA MEDIA Children with mental health problems often do not ask for help and suffer in silence. That's why we named the campaign "Silence might be worse". We will use 3 types of media - outdoor crying hepercube in squares in big cities and in front of faculties, indoor radios in retail and non-skippable Youtube Ads.

Editor's Notes

  1. 1.7.2013