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1. Campaign summary
Among other things, Oživení offers help to people who live in a work environment that doesn‘t correspond
to the moral and legal values of society. They live among those who do not play by the rules. The associ-
ation helps people who need to influence the future and stand up for what is right. They support whis-
tleblowers who speak out loud and change the future of their country.
In the CR, awareness of whistleblowers is negligible. Society not only needs to understand who is a whis-
tleblower, but also needs to gain sympathy and support them. Based on that, they will form a community
of people who support each other and stand behind the moral values of society. We will create a commu-
nity that plays fair and wants to live in a country where it represents the norm.
Creative insight
The citizens of the CR have an ingrained past that affects their behavior and attitudes in the present. For
decades, the country was led by totalitarian regimes, which strictly determined the order of society and
radically affected the mindset and internal disposition of citizens. They have thus lost hope and conviction
that their country represents the fair-play rules, so they don‘t need to make any effort, because it doesn‘t
make sense anyway.
Due to the history, the Czechs do not have confidence in the system and don’t have enough self-con-
fidence that they can change something as individuals. At the same time, the fear factor prevails, which is
stronger than their belief in a good cause. That is why it is important within the campaign to reverse the
negative characteristics of Czechs and transform them into positive thinkers.
Negative characteristics:
• Lack of self-confidence
• Fear, concern
• Resignation to the system
Solution
Lack of self - confidence
We turn lack of self-confidence into motivation and the belief that one vote has a power. All based on
authentic stories of Czech whistleblowers. In the form of their written diaries, we show their motivation,
determination and impact they made.
Fear, concern
Belief of people in goodness should be stronger than fear and anxiety. We will hold live discussion forums
where a specific whistleblower will be sharing their experiences and inner feelings. On discussion forums
and website, we will pass on tips and tricks on how to protect yourself and not to be afraid of the con-
sequences.
Resignation to the system
We transform resignation into involvement. The moment an individual confronts dishonesty, others begin
to join him and form a community of people who are behind the act of the whistleblower. Individuals then
lose the fear of speaking, because they will feel support.
How does it work?
From research, we know that specific stories resonate the most in people. We want to invite the target
group into the minds of Czech whistleblowers.
Facebook – Diary posts
We will post whistleblowers’ diaries on the FB profile. Their content will reflect their inner motivations and
also there will be a noticeable contradiction that is happening in the head of the WB. Each post will end
with a campaign claim.
Live discussion forums
Whistleblower will share their experiences during live discussion forums. We will be able to provide po-
tential whistleblowers with authentic experience and positive consequential results, therefore dispel their
doubts. We will motivate individuals so that they have nothing to fear.
Facebook profile picture
On International Whistleblowers Day, we will give users the possibility to support whistleblowers with our
Facebook profile photo frame. This format has an organic impact and will launch a large brand awareness
campaign that overwhelms Facebook.
Hraju fair play,
pískám fauly.
Facebook posts
with authentic diaries Live discussion panels
Facebook profile picture frame