This document outlines Project421, a charity initiative between an international organization and Plzeňský Prazdroj brewery. The initiative aims to make donations to charity easier for employees by automatically adding 421 CZK to paychecks which can fund a child's yearly meals. The objectives are to raise 15.6 million CZK in donations in 2019 and increase regular donors and volunteers. An internal corporate donation platform is proposed to resolve barriers to donating. The campaign will target 2,700 Plzeňský Prazdroj employees in the Czech Republic and Slovakia to participate and spread awareness in order to meet fundraising goals and increase the company's social responsibility perception.

1. PROJECT FOR THE 21ST
CENTURY (PROJECT421)
MONIKA SOPKOVÁ + KRISTINA VRBENSKÁ
YOUNG LIONS - TEAM 03, MARKETERS 2019

2. WHAT IS THE SITUATION?
๏ International charity organization
existing in Czech Republic for 10
months
๏ FOOD + EDUCATION = HOPE
๏ 421 CZK = food for 1 child/year
๏ Main operation through donations
and volunteers
๏ Committed to give 93% of
donations to the cause

3. WHAT ARE THE OBJECTIVES?
15.6 MIL CZK IN DONATIONS
IN 2019
12 SUPPORTED SCHOOLS
MORE REGULAR DONORS
AND VOLUNTEERS

4. EVEN WHEN PEOPLE ARE WILLING TO
DONATE TO A CHARITY, THERE ARE TOO
MANY BARRIERS FOR THEM TO DO SO
IPSOS, CZ RESEARCH 2018

5. WHAT IS OUR
“BIG THING”?

6. THE INTERNAL CORPORATE PLATFORM FOR EASY AND TRANSPARENT DONATIONS
421 CZK ADDED
TO ALL PAYCHECKS
SIGNIFICANCE OF
421 CZK TO MARY’S
MEALS
RESOLVE OF INSIGHT
TENSIONS
PARTICIPATION
OPTIONS
STAGE 1 STAGE 2 STAGE 3 STAGE 4
PLZEŇSKÝ PRAZDROJ
PROJECT421
AGENCY

7. KEY MESSAGE
WE MAKE IT EASIER FOR YOU TO HELP
THOSE IN NEED

8. WHO ARE WE TALKING TO?
๏ 2 700 employees of Plzeňský Prazdroj
in CZ + SK
๏ Both genders, 18+ years old
๏ Loyal, skilled people interested in
corporate projects

9. WHAT ARE WE EXPECTING TO HAPPEN?
High participation of workforce of
PP, either as regular donors or
active volunteers
Employees spreading positive
WOM and awareness of Mary’s
Meals
Increase in regular donations to
Mary’s Meals thanks to our
project, reaching the project
objectives
Creation of a scalable
project platform that can be
used further by Mary’s Meals
Increase in perception of PP as a
socially responsible company

10. WHAT DO WE NEED FROM YOU?
๏ Engaging and cut-through internal launch campaign targeted
towards the employees
๏ Activation kit for employees to recruit further donors from their
social circle
BUDGET & TIMINGS
๏ Budget: 200 000 CZK
๏ Timing of launch: 3rd June 2019