Young Lions Czech Republic 2019 Media category - Team 7

1. THE CONTEXT
If we continue to plant the same
species of trees across our forests,
there will be no forests for the
upcoming generations at all.
THE CHALLENGE
To spread awareness and encourage
action to diversify the newly planted
forests in age and species.

2. WHO ARE WE TALKING TO?
Tereza.
She remembers summer walks with
her grandfather in the forest, where he
was telling her stories about the
trees, plants and animals they saw
together.
She clearly recalls the feeling,
although most of the facts faded
away.

3. INSIGHT
Today, she has somebody different in
her life who makes her wanna restore
all the knowledge instantly.
Her kids.
For them, she wants to be the hero
her grandfather was for her.
That also means having a lot of
answers for curious questions about
the nature around.

4. We will provide parents and their kids with powerful technology to
experience the forest, so they learn why the diversity of the forest
matters.
TOUCH OF FOREST
APP
TRIGGER
Kid’s curious questions
about nature
IDEA
TOUCH OF FOREST - LES NA DOTEK
NATURE IN THE PALM OF YOUR HAND
EMOTIONAL
DRIVER AND
RESPONSE
Wanting to be a
hero for your kid
leads every parent
to search for
answers

5. HOW DOES IT WORK?
TOUCH OF FOREST - LES NA DOTEK
Intuitive technological tool that uses trees/plants recognition to give
you the name and occurrence in the ecosystem.
Real-time. In a matter of seconds.
APPKids Parents
Curious questions
Learnings
Learnings
Key message 1:
This tree is a rare find.
Make sure your kids are
not the last ones to see
it out in the nature.
Key message 2:
This tree is not a find you
should see here often.
Make sure this tree is
not the only thing your
kids see in the forest in
the future.
Sign the petition for more
diverse forests

6. HOW ARE WE GOING TO
CREATE THE APP?
We will use already existing AI tree recognition technology
by PlantSnap based on a partnership + invest only into
creating our own interface.
DETECTING
PLANTSNAP
TECHNOLOGY
TREE/PLANT DATA
WE WILL COLLECT

7. HOW WILL WE SPREAD THE
WORD?
1. “GET TO KNOW THE FOREST” MOVEMENT
- Parent influencers taking photos of plants/trees using
the app & sharing the experience starting the
movement #exploreforest
- Kindergardens & schools cooperation - app
promotion for educational purposes
- Contextual targeting of parents - doctors,
extracurricular activities
2. CONTEXTUAL BANNERS & SOCIAL MEDIA POSTS
- smartly using creative kids questions to trigger the
attention of parents
3. WEBSITE - ZACHRAŇME LESY
- a specific subpage with information about Czech forests
and possibility to sign a petition and download the app

8. WHY WILL IT WORK?
SUBLIMINALLY ENCOURAGING
PARENTS TO MAKE A REAL
CHANGE AND GIVING THEM A
REASON TO SHARE THE IDEA
KIDS WILL LEARN ABOUT
FOREST DIVERSITY IN AN
ENJOYABLE WAY THROUGH
TECHNOLOGY
CREATING A REAL CHANGE
MOVEMENT AND CHANGING
THE MINDSET ABOUT
FORESTS
POSSIBILITY TO USE THE
PLATFORM FOR FUTURE
PROJECTS

9. BUDGET AND GOALS
Production costs Media campaign Expected results
40,000 app downloads
(70 % success rate to sign
the petition)
App interface creation= 200 000 CZK
Translation = 50 000 CZK
Print production = 50 000 CZK
Parents influencers cooperation = 100 000 CZK
Schools promotions = 0 CZK
OOH to parents = 50 000 CZK
PR in lifestyle media = 50 000 CZK
Search ads = 70 000 CZK
Banners and SM ads = 110 000 CZK
60,000 leads / signed
petitions
40,000 app downloads

10. SUMMARY SLIDE
THE TARGET AUDIENCETHE CHALLENGE
INSIGHT IDEA
Every parent wants to
be a hero to their kid and also
provide them with the best
possible in everything, mainly
education.
Spreading awareness and
encourage action
to diversify the newly planted
forests in age and species.
Young families (25-34) with kids
2-10 years of age who hold very
dear memories connected to
spending time in the
forest/nature in their childhood.
We will provide parents and their
kids with powerful technology to
experience the forest, so they
learn why the diversity of the
forest matters.