Young Lions Czech Republic 2022 | MARKETERS www.younglions.cz The only platform where young professionals can find out how good they are compared to their peers. Powerful learning through experience by working under time pressure. Young Lions develop ambition and the ability to create excellent communications solutions. We can call them the national championship for brand communication professionals aged 30 or under. They provide a unique opportunity to develop creative and personal excellence.

1. Develop a product or service that assists
Good Fairies in their quest for
more Good Fairies volunteers
1
CHALLENGE

2. VALUES
BEING A
LIFE-TIME
PARTNER
CARING FOR PEOPLES
NEEDS
EMPATHIC WITH
UNFORTUNATE LIFE
SITUATIONS
CRAVING HUMAN
CONTACT IN A DIGITAL
WORLD

3. INSIGHT
3
Children in the institutional care need love and hugs
so much more than anyone…
But is it entirely true?
Actually, everyone needs
love and a hug.
You, me, or even your neighbor. Someone less and
someone more. Such as people who have gone
through some unfortunate life event.
And as a matter of fact, these people have a greater
sense of understanding, empathy and compassion.
How can we make use of both of this information?

4. BIG IDEA
4
To bring people who
are in need of love
into a community
where help is of the
essence

5. 5
KEY PILLARS
HELPING WHILE BEING HELPED
Helping children in need
while helping themselves in
a special form of self
therapy.
To connect with people with
unforunate life events that are
lacking love and human connection
Sustainable and longterm
work will bring motivated,
reliable and trustworthy
fairies through common
things that both main actors
have in common –
unforunate events.
CHILDREN HOMES
To adress children
needs through human connection
while helping them live the life they
would otherwise not be living
Bringing all the people who
desperately need love, and human
connection together
GENERALI ČESKÁ
POJIŠŤOVNA COMMUNITY
ORCHESTRATION
BENEFICIARIES FROM LIFE
INSURANCE DATABASE
UNLIMITED SOURCE
OF LONGTERM FAIRIES

6. 6
TARGET AUDIENCE – BUSINESS CASE
Sources:
1. Atlas Čechů. 2022. Atlas Čechů • Poznejte Čechy do detailu. [online] Available at: <https://atlascechu.cz/results/insurance-life_insurance>
[Accessed 2 April 2022].
2. Czso.cz. 2022. Zemřelí podle zkráceného seznamu příčin smrti v ČR a krajích, pololetní data - 2017 až 2021 | ČSÚ. [online] Available at:
<https://www.czso.cz/csu/czso/zemreli-podle-zkraceneho-seznamu-pricin-smrti-v-cr-a-krajich-pololetni-data-2017-az-2021> [Accessed 2 April 2022].
3. Generaliceska.cz. 2022. [online] Available at: <https://www.generaliceska.cz/documents/20183/26794/VZ_GCP_2020.pdf/47849ab0-3a48-42eb-
a7e5-6723c99294fe> [Accessed 2 April 2022].
7 000 000 adults in CZ
3 200 000 have LI (45 %)
116 000 deaths per year (15+)
52 500 deaths per year having LI (45 %)
POTENTIAL: 9 633 deaths per year having LI from GČP (18,35 % market share)
PROSPECT: 8 188 leads per year cleaned by 15 % (children, criminal records, etc.)
ENGAGED: 205 per year (2,5 % conversion rate)
OBJECTIVE: 62 long term good fairies per year (30 % retention rate)

7. TARGET AUDIENCE
7
• Big-hearted
• Unselfish
• Empathic
Sources:
1. www.oxit.cz, O., 2022. Pomoc a rady vdovám | Vdovy vdovám. [online] Vdovyvdovam.cz. Available at: <https://www.vdovyvdovam.cz> [Accessed 2 April 2022].
Danka (46 y.o.)

8. STRATEGY
Presentation Title
PHASE 1
Integration into
community
STRATEGY & MEDIA TOUCHPOINTS
PHASE 2
Helping while
being helped
- Sensitive contact after 3 months
- Invitation into our community
after 3 months after 5 months
TOUCHPOINTS
DIGITAL
Community web platform
- Practical advices shared
by community
- Chat & sharing
- Good Fairy stories
- Stories of children from
orphanages
- Events registration
Direct communication
PHYSICAL
Workshops/camps
- Monthly held workshops
- Group therapies
- Participated by growned
orphans & Good Fairy
representatives
- Soft recruitment
POS materials
Agents network
TOUCHPOINTS
DIGITAL
Community web platform
- Chat & sharing
- Being supportive
- Good Fairy stories
- Stories of children from
orphanages
PHYSICAL
Orphanages/children‘s
homes
- Weekly visits
Summer camps
Weekend stays
Sports, cultural and social
activities
- Special form of mutual self- therapy in
progress

9. Summary
9
Bring people who are in need of love into a community where help is of the essence
BIG IDEA
KEY PILLARS
UNLIMITED SOURCE
OF LONGTERM FAIRIES
BENEFICIARIES FROM LIFE
INSURANCE DATABASE
HELPING WHILE
BEING HELPED
CHILDREN
HOMES
GENERALI ČESKÁ
POJIŠŤOVNA COMMUNITY
ORCHESTRATION
1 2 3 4
PHASE 1
Integration into community
STRATEGY
PHASE 2
Helping while being helped
Community web platform, Direct communication,
Workshops/camps,
POS materials, Agents network
- -
Orphanages/children‘s homes,Summer camps, Weekend stays
Sports, cultural and social activities, Workshops/camps,
POS materials, Agents network + Community web platform
- -