Young Lions Czech Republic 2022 | MEDIA 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. Break the labeling
Team 11
How our brain trick us to negatively quick-label things
and build bias and stereotypes by nature and how to
break it.

2. Developing international
tool idea
12 -> 18 active members
2
Break all 3 biases
Increase SoMe fan base by 150%

3. Context
3
2
5
3
Pressure from
headquarters to also
meet D&I standards
Employers are
skeptical and build
biases towards this
trend
Locally very hard to
meet western
standards and localize
Confusion of
employers and
employees is causing
change rejection
6
Identify local diversities
and minorities in CZ
society which may
seems ordinary and
simple but locally
relevant
Common local
diversities which
needs our attention
• Single parent
• Psychologic
problems
• Age difference
• Healthy issues
• Gender transition
… many more
1
D&I Global trend

4. Barriers
4
How Czechs respond
• focus on short term
• influenced by past communist
regime
• mainly homogenic
environment
Local unwillingness of change if
change then it must be slow without
radical steps
Fear of something new…
People threat changes in general as
human brain identify change as an error
which intents to fix
This caused fear influence affect our
basic logic and thinking = creating
categories and shortcuts to label bias in
society
fhttps://www.verywellmind.com/implicit-bias-overview-4178401
https://www.forumppv.cz/wp-content/uploads/2020/09/Metodika_Odm%C3%ADt%C3%A1n%C3%AD-p%C5%99edsudk%C5%AF-a-stereotyp%C5%AF.pdf

5. “
The bias and stereotypes are results of usual human
thinking in order for the world around us to make
sense, it is important to categorize information into
mental categories - labels.
This leads to error of judgement and
bias and stereotypes.
5
https://www.verywellmind.com/implicit-bias-overview-4178401
https://www.forumppv.cz/wp-content/uploads/2020/09/Metodika_Odm%C3%ADt%C3%A1n%C3%AD-p%C5%99edsudk%C5%AF-a-stereotyp%C5%AF.pdf

6. Benefits for everyone
✘ Productivity increasement 35%
✘ Economical growth 45%
✘ Educational complexity
✘ Happy employee = lower intention for change,
budget saving 35%
✘ Trust among top management and employees
= Safe space
✘ Building image and better market positioning
6
Solution
The only way how to break the automatic labeling
by our brain is through education and personal
experience.
Break the stigma of labeling by our
creative educational concept of easy description of
common bias situation.
firmy https://www.mckinsey.com/business-functions/people-and-organizational-performance/our-insights/delivering-through-diversity
https://www.glassdoor.com/employers/blog/diversity-inclusion-workplace-survey/
https://www.bcg.com/publications/2018/how-diverse-leadership-teams-boost-innovation
https://www.cloverpop.com/hacking-diversity-with-inclusive-decision-making-white-paper?utm_campaign=Forbes&utm_source=Forbes&utm_medium=Forbes%20Hacking%20Diversity%20White%20Paper

7. Tools
7
✘ Workshop / training with real experience
✘ Every month different theme of local labeling -
education and understanding
✘ Online exam – test your personal habits of
labeling others – measuring of progress of mindset – real
statistic results for employer - improvement
Hero of the tool would be a persona with a questioning
sticker label on the forehead and one on her back which
would break the local Czech bias by resonating message.

8. Communication
strategy
8
Jana, HR Petr, CEO Hanka Employee
Guerilla campaign around offices with plastic mannequins with
signs „would you work with me“ and description.
To create a buzz, put on the lights the topic in Czech context and
be able to take it to interviews.
Primary TG
The communication is divided into two peaks.
Secondary TG Marginal TG

9. 9
April May June July August September October November December
Culture of Diversity,
Mothers Day
Fathers Day Global Diversity Month
Traids
LInkedIn Summit
Veletrh Šance
HR Summit
HR KnowHow
Proffesia Days
LinkedIn
Professional
Podcasts / Live
interviews
Insider podcast Mlady Podnikatel
CT24
topic D&I month
DVTV
Written
interviews
Heroine,
Refresher, Zeny In
LUI - Prague
Pride Special
Profi HR
Media partners
FB groups
HR Summit
promotion
15.000 CZK
LinkedIn
promotions
PR articles
promotions
20.000 CZK
PR articles
promotions
20.000 CZK
Concept creation
Guerilla
campaign
FB promotion
Labeling campaign
50.000 CZK
LikedIn
promotion
Guerilla campaign
30.000 CZK
Labeling campaign
45.000 CZK
Twitter
promotions
Labeling campaign
35.000 CZK
Main events
Campaign
Labeling
70.000 CZK
guerilla campaign
50.000 CZK
Concept & video
100.000 CZK
TOTAL 500.000 CZK
podcasts promotion
20.000 CZK
Video promotions
40.000 CZK
Continuous communication through specialised FB groups
Continuous communication through partners social media network - success stories
Plzensky Prazdroj, Avast, Mc'Donals, L'Oreal…
support
FB promotions
HR - Petra Nulickova, Nikita Jankovic
C-level professionals - Martin Hosek, Katerina Gabova, Ivana Sediva
un
paid
2022
Timeline + KPIs

10. Breaking bias of labeling
✘ By education and personal
experience
✘ Break the stigma of labeling by
our creative educational conce
pt - set of educational tools
✘ Internationaly applicable idea
✘ 2 campaign flights build on viral
awareness
Delivered KPIs
✘ 18 active subscribers
✘ 70 % of reach of HR specialists
✘ 5 mins time spend
✘ 150 % increased SoMe
✘ International tool idea
10
How our brain trick us to negatively quick-label things and
build bias and stereotypes by nature and how to break it.
SUMMARY
Break the labeling
Key Focus of common
local diversities which
needs our attention
Pressure from
headquarters to
localize western D&I
standards
Employers are skeptical
and build biases towards
this trend​ and this causing
change rejection
Identify local diversities and
minorities in CZ society
which may seems ordinary
and simple but
localy relevant
Fear of something new…
human brain identify change as
an error and categorize
information into mental
categories - labels.