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Youn Liongs: Cyprian Miller a Honza Páv (MEC Czech)

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Cílem kampaně, bylo získat si studenty a celé třídy pro účast účast v hudební soutěži na TV Óčko. Vše bylo postaveno na falešné zprávě z Ministerstva školství a údajném zákazu hudby na školách. A pak přišel protest..

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Youn Liongs: Cyprian Miller a Honza Páv (MEC Czech)

  1. 1. For students, music is important throughout the day. They listen to music on mobile phones and MP3 devices, share music and chat about latest albums. MUSIC IS A TOOL THEY USE TO PRESENT THEIR PERSONALITY (CLOTHING, SPEECH) AND IS A STRONG FACTOR IN SOCIAL LIFE. BUT THEY DON‘T KNOW IT. To demostrate this to students, we take the music away from their daily routine. We nudge them to act.
  2. 2. LESS MUSIC AT SCHOOLS Plans from Government office leaked. Based on a research it is planned to ban listening to music at schools and decrease the volume of music lessons: • Listening to music worsens the sense of hearing • Using headphones and agressive ringtones supports hyperactivity to children • School intercom can‘t be heard well (danger) • Charging mobiles increases the energy consumption of schools by 14% • Speakers of mobiles distracts teachers from work during breaks Valid from 1. 10. 2014 3. 9. 2014
  3. 3. PUBLIC DISCUSSION: IS THE BAN RIGHT? During the public discussion about the importance of music classes, a student protest was ignited on Facebook… 8. 9. 2014 Music teachers disapprove the results, advocates students. Professional musicians share their stories of role music had during their maturing. Psychologist confirms music influence the concentration of students.
  4. 4. SAY YES TO MUSIC AT SCHOOLS 10. 9. 2014 Please show their affiliation by liking the Facebook Page and adding the symbol of protest on their profile pictures. • News related to affair are shared and discussed • A protest song was composed by producer Mike Trafik • Videos showing fascinating influence of music at schools spread the existence of protest (hacked school bell, beatbox, students drumming on things) • Red earplug headphones are distributed among active members After the protest creates momentum, TV Óčko express their support..
  5. 5. ÓČKO EXPRESSES SUPPORT TO STUDENTS 20. 9. 2014 TV Óčko states it doesn‘t make sense to ban music at schools: • Starts to merchandise red earplug headphones to masses • Critics say TV Óčko just want to preserve the viewer ratings (to feed the discussion) TV Óčko reveals a competition that aims to show student‘s abilities on music production process at schools..
  6. 6. CLASS HEROES IDENTIFICATION from 10. 9. 2014 Students trust only to each other or people they admire: • Class heroes influence what is trendy at the group • We identify the heroes by social analytics methods within active protest participators • We invite them to see the backstage of TV Óčko talk shows, meet with the professional musicians and see the recording studio to create strong experience • They will be told about the importance of active participation on music, the competition will be explained. And the musician ask for spreading the message to classmates and stay in contact for future advices.
  7. 7. MUSIC IS YOU CLASS HEROES IDENTIFICA TION ÓČKO EXPRESS SUPPORT TO STUDENTS LESS MUSIC AT SCHOOLS PUBLIC DISCUSSION: IS THE BAN RIGHT? SAY YES TO MUSIC AT SCHOOLS COMPETITION EDUCATIONAL VIDEO PROGRAM EMAILING WITH SCHOOLS AND MUSIC TEACHERS TV SHOW MUSIC IS YOU program by
  8. 8. data source: http://toiler.uiv.cz/rocenka/rocenka.asp OBJECTIVES Students To make music classes relevant to real life of students From listereners to performers Music classes are collective and fun Teachers To explain the project and role of MŠMT and TV Óčko To provide them with support but not directives Deliver 200 songs performed by classes (and uploaded) 35 000 classes, 600 000 user 13-18 on FB, at least 1% of all are heroes Strategy: Say yes to music at school Project name: MUSIC IS YOU The Cost of Strategy FB: 50 000 CZK (6-9 CZK CPC)
  9. 9. MUSIC IS YOU CLASS HEROES IDENTIFICA TION ÓČKO EXPRESS SUPPORT TO STUDENTS LESS MUSIC AT SCHOOLS PUBLIC DISCUSSION: IS THE BAN RIGHT? SAY YES TO MUSIC AT SCHOOLS COMPETITION EDUCATIONAL VIDEO PROGRAM EMAILING WITH SCHOOLS AND MUSIC TEACHERS TV SHOW MUSIC IS YOU program by 60 000 students on Facebook -> 6 000 class heroes -> if only 5% of all influenced classes -> 200 uploaded videos

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