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. Young Lions 2022
4. 4. 2022
Team 18
DĚLÁŠ TO JAK
ŽENSKÁ
BUZÍK
CIKÁN
AUTISTA
#BreaktheBias

2. A lot of people face discrimination in the workplace or during a work search.
BUT NOBODY CARES!
There are several groups of people with difficulties finding a new job. They are
ridiculed and worse paid than their colleagues in the same position. However,
Source: Google trends report; 1.4.2021 – 1.4.2022
IT IS NOT AN ATTRACTIVE TOPIC
Not a lot of people talk about it at work. And the companies only care about obligations, quotas etc.
In the end diversity and inclusion are just a nice buzzwords without a real impact or understanding.
AND WE NEED TO CHANGE IT!

3. FIRST, WE NEED TO RAISE AWARENESS
BROAD AUDIENCE, BUT NOT EVERYBODY!
x
There are three groups of people: One is
strictly against the discussion of diversity. The
second is indifferent. The most important is the
last one: people who are interested in the
problematic.
Higher education
Younger
Bigger cities
Travel often
Know someone
from minorities Open-minded
Source: OPIM brief, MML TGI, 02/2022

4. “I believe that we do a lot
for it already."
“When we talk about diversity, I
often think only about gender.”
”We have a lot of women and
Vietnamese at work, so it’s not
a big deal."
“Since covid, the home office is quite
common. So I think the mums are ok.”
“Diversity and inclusion, this
sounds so American“

5. HOW TO #BREAKTHEBIAS?
WE NEED TO CONFRONT PEOPLE WITH THE ABSURDITY OF BIAS
#BreaktheBias
A TO JE DOBŘE!
An emotional video showcasing typical stereotypes face to face reality to raise
the discussions about the topic.
DĚLÁŠ TO JAK
ŽENSKÁ
BUZÍK
CIKÁN
AUTISTA

6. 7
Phase I: Awareness
KVIFF
Video ad roll-out in movie projections.
PR STUNT
COMMUNICATION PLAN
9
PR and digital
CNCenter cross-media
package (Print, radio, digital)
YouTube and Facebook
Paid support of video content through digital platforms
Phase II: Companies / HR & new clients
PEOPLE ARE INTERESTED
Now we need to make companies realize
that it makes sense business-wise
Companies, in which we already made an
impact in phase 1.
Corporates, that are interested in diversity.
HR and Financial people, decision-makers.
AUDIENCE #2
HR and Fin. Experts
Panel discussions, HR social media groups, workshops, conferences etc.
8

7. HOW TO #BREAKTHEBIAS? VOL.2
WE NEED TO TRANSFORM THE DISCUSSIONS INTO ACTION.
Expert
PETRA NULÍČKOVÁ
Platforms Events
PANEL DISCUSSIONS

8. NUMBERS
WE DO IT FOR THE RESULTS, NOT JUST THE PRETTY IDEA AND SHINY AWARDS.
KPIs Estimated media budget
§ KVIFF Cinema Ads
§ CNC PR package
Part of a CNC/KVIFF partnership deal
§ Meta/Linkedin ads: 200 000
§ YouTube ads: 200 000
§ 2nd wave: 100 000
influencers/experts, panel discussions
0
(Value in the region 500 000
– 1 000 000)
Reach: 1 500 000 people
§ CNC/KVIFF: 250 000
§ Social: 1 250 000
§ YouTube: 1 000 000
With high frequency thanks to channel overlaps
New clients: 29
§ Reach: 1 500 000
COV 3 %
§ Interested people: 45 000
COV 1 %
§ Leads: 450
COV 13 %
§ Hot Leads: 59
COV 50 %
§ Real new businesses: 29
+123%
500 000 CZK

9. SUMMARY SLIDE
CHALLENGE
Diversity and inclusion are not the most important topics, it‘s more a distant buzzword, considered not
relevant and only discussed for PR purposes and quotas not actively addressed as important and beneficial.
INSIGHT & TARGET AUDIENCE
Real change comes from below (the people) only then we can make the real change from above (companies) with everyone on board actively
participating understanding the benefits.
Cosmopolitan people, younger, with higher education, open to the world and decision-makers in the companies
NEW CLIENTS: 29 | +123 %
7
Phase I: Awareness
KVIFF
Video ad roll-out in movie projections.
PR STUNT
9
PR and digital
CNCenter cross-media
package (Print, radio, digital)
YouTube and Facebook
Paid support of video content through digital platforms
Phase II: Companies / HR & new clients
PEOPLE ARE INTERESTED
Now we need to make companies realize
that it makes sense business-wise
HR and Fin. Experts
Panel discussions, HR social media groups, workshops, conferences etc.
8
STRATEGY & CHANNELS
First, we build awareness among a broader audience. Once the topic gains momentum, we
address the decision-makers in companies with arguments about the benefits of diversity.
BUDGET: 500 000 CZK

10. THE CAMPAIGN IS OVER, RIGHT?
AFTER TWO MONTHS,
NOT REALLY!
The media support is over. However, the topics of diversity continue to resonate in
society.
We want to keep supporting the experts in the field of HR and D&I because
new challenges are waiting ahead:
Low qualification, inability to speak a foreign language, rising mental problems such
as anxiety, depression and burnout.
We cannot stop talking about it!
And we believe that other partners are going to join us soon.