Brief | PR
Background
A stroke is a brain attack affecting over 25,000 people a year in the Czech Republic. It is the second most
common cause of death and a leading cause of adult physical disability. Almost one in four strokes affects a
working-age person - young people aren’t immune.
Stroke survivors experience a wide range of long-lasting effects, including problems with vision, mobility,
cognition, speech, memory, personality change, depression, fatigue. The whole ‘after stroke’ pathway
includes emergency care, acute rehabilitation (inpatient), post-acute rehabilitation (inpatient/outpatient) and
long-term rehabilitation, care and support (typically outpatient).
In the Czech Republic, there exists a state-of-the-art system of emergency care, including 42 stroke centers,
capable of saving an increasing number of stroke patients, but no follow-up system of rehabilitation care.
This leaves thousands of stroke survivors without access to coordinated, specialized rehabilitation care and
support. There is also no hot line or information center providing coordinated information for stroke
survivors and their families on what to expect and do after a stroke.
Our organization ERGO Aktiv – Neurorehabilitation Center aims to improve this situation. We are a non-
governmental and not for profit organization (www.ergoaktiv.cz). Our vision is to help young stroke survivors
return to active life and increase their quality of life through coordinated specialized rehabilitation care,
which includes advisory and case management information and support, intense and complex
neurorehabilitation care, social support and back to work support.
The second goal of the organization is to support prevention of stroke in public. We offer workshops for
companies on how to avoid strokes by managing employee stress and changing everyday habits.
The impact of a stroke is very diverse and often leaves patients/clients handicapped for a long time. While
rehabilitation is important, there comes the point when rehabilitation needs to be augmented and boosted
by returning to the life a sufferer had before the stroke, even if some of the physical handicaps still exist.
One of the tipping points is the return to work – which benefits both sides. Stroke survivors regain the sense
of importance and meaningfulness, hearing words like “thank you”, new social roles, being with
“healthy/normal” people etc.. For companies, they show a caring/inclusive side, a focus on values, a new
perspective on the role diverse people can bring to an organization – positioning them as progressive and
inclusive.

Category Brief 2020
However, it is almost impossible for stroke survivors to return to their job or volunteering positions.
Companies are afraid of obstacles connected with employing people with disabilities and handicaps, loss of
performance of the team, alienating existing staff or disturbing others.
On the other hand, stroke survivors often lack self-confidence, are afraid of not being accepted by other
employees etc.
Our solution: upside down volunteering
Upside Down Volunteering gives companies a way to engage people with handicaps and disabilities, with
volunteers to the scheme giving their time for free. Whether it’s organizing a movie club in the company,
holding workshops on photography, teaching rare languages, contributing to brainstorms or providing other
services – they get a chance to rehabilitate in situ and hear a priceless; “thank you”.
Challenge
We want companies to understand the benefits of having stroke survivor volunteers in their organization and
sign up for the upside-down volunteering scheme.
We also need to make stroke sufferers aware that there’s a low-risk way to regain confidence and take that
first step back into the workplace.
Your response needs to do both these things – ideally with a big launch moment with a clear call to action to
encourage recruitment and drive the conversation.
Target audience
Primary audience - company managers – CSR, HR, Marketing, Management
Secondary audience – stroke victims aged 25 – 45
Campaign Objective
Drive awareness of Ergo Aktiv as an organization that helps rehabilitate younger stroke victims.
Recruit 10-20 companies to participate in the project – and place 5 stroke victims in an organization.
Key message
• Even stroke survivors have strengths to offer and can work alongside “healthy” teams and companies
to bring countless benefits.
• Offering a position to stroke victim helps boost company culture and shows you’re a progressive
employer.
• A stroke isn’t the end - with the right care, you can get your old life back.
Tone of voice
Confident, reassuring, uplifting
Budget
As a non-profit, we have limited budgets – and rely on influencers, partners, and talent to provide services
free of charge / out of their goodwill. Please consider a maximum budget (costs only) of $30k
Other useful info
Web & Social media channels
Website – www.ergoaktiv.cz
Facebook – www.facebook.com/ErgoAktiv.sdruzeni/
Instagram - https://www.instagram.com/explore/locations/520182931379490/czech-republic/prague-czech-
republic/ergo-aktiv/
Youtube - https://www.youtube.com/channel/UCrBhdJ4yMI7VM-P9Q_wxDfw