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1. n a land
far, far
away

2. alled Czechia , there was a taboo topic that few
dared to speak of - mental health.
Zdroj: Česko v datech - Duševní zdraví
43% believed that there
were enough child
psychiatrics available to
tend to those in need
48 % believed that
psychotherapy was
nothing more than
a mere folly.
Sadly, when the true problem emerged, it was
frequently too late to address it.

3. he great mystery that few had ever solved - the true
impact of mental health problems on children and
adolescents. They failed to understand the long-term
physical consequences that these children could
have.
Zdroj: Česko v datech - Duševní zdraví

4. So, in this kingdom, children who live in unsafe
environments are unfortunately prone to developing
negative physical health outcomes.
Affecting brain
development/
immune and
regulatory
system
Higher
Inclinations to
alcoholism,
depression,
drug usage and
violence
Chronic Disease
Cancer and
diabeties
Source: ACE Study, (Wilkins et al., 2014)
People with 6+
adverse childhood
experiences have
20-year shorter
life expectancy
than those who
grew up in a safe
environment.

5. eading the children to
an unhappily ever after.

6. Phase 1. -
Unhappily ever
after
We introduce the most classical stories Cinderella
and Snowhite, with a twist. Unfinished stories due to
lack of help.

7. Phase 2. - Recruiting the student
On the book page, instead of the
author, there will be an info,
that we are looking for next
generation of child
psychiatrists

8. Media plan + Campaign measurement
Getting nation talking – 10. 9. World Suicide Prevention Day
Partnering with a big publisher
we're launching a limited
edition book series with
illustrations by Michal Bačák.
Our brand ambassador will
promote the books on
social media and attend
public readings.
All book sales support Kapka
Naděje's mission to help those
in need.
Recruitment campaign.
Reveal that
Kapka Naděje was
behind the campaign
The book page will feature
information about our search
for a Fairy Godmother or
Knight in shining armor,
along with a QR code that
leads to a micro-site with
ways to help.
We will then use these
visuals in University
campuses and University
itself to help promote the
campaign.

9. Strategy on page
Objective:
Recruit next
generation of
child psychologist
in CZ by getting
nation talking
about the growing
mental health
problem facing
children and
adolescents
Problem:
48 % of
Czech population
don’t believe
that psychotherap
y works
Insight:
People
are unaware of the
long-term physical
consequences of
mental health
problems.
Solution:
Demonstrate how
critical it can be.
If they dont
get proper help
with something
everyone knows
using nostalgia in
fairy tales
Opportunity:
We'll get them
where they don't
expect it.