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Young Lions CZ 2023 | DIGITAL 16

  1. SHUT IT, IT’S #MYTURN! Campaign summary Volunteering can be really rewarding and it is never too early to start. We know that, because a lot of kids are already active within their communities and give us positive feedback on the experience. But for Nadace Via we would actually like to talk to those, who are yet undecided. Maybe because they do not think they could change something, for they, as a generation, are often underestimated. People from Nadace Via know that all the kids are actually bright and amazing. With clever kids like this, we won’t get far by pretending. But we can get to them by simply showing them we trust their capabilities – and that they can trust themselves too. Creative Insight The younger generation, the Gen Z, are actually more socially conscious and active, than they are perceived. But they and their self-esteem often get silenced by doubts from both the inside and outside voices. They often hear that they are the lazy generation, selfish, looking for shortcuts, wanting everything easy and free. Generational hate like this is nowadays very much present. But we will show the kids that they can easily silence it by just taking matters in their own hands. And - by example - that with a little encouragement and a helping hand, they can achieve anything they set their mind to. We put the power into their hands, so they no longer have to be frustrated and realize they can actually use their teenage stubbornness for a good cause. To build connection with the community by saying here is mine and I decide! So shut it please, because now it’s #myturn. Solution We don’t see the kids as silly and careless, only liking videogames and TikTok. We know that they have huge hearts, great ideas and sometimes more courage and passion than adults. The only thing they need is to realize they can! That’s why we will first get them to SEE, that by simply raising their hand, they can silence all the naysayers. We know that we are trying to reach kids, who are maybe used to hearing no. We will make them THINK about their own projects by adding a sprinkle of inspiration and showing them real success stories from the programm. In the last part, we actually go ahead and reach a helping hand to them. We encourage them to be active and DO something right here, right now by a little challenge, that can turn into big change. How does it work PROVOKE: We need a short video, to catch the attention of the target group. On Instagram and TikTok we can hit just the right people with a message that’s just like them – a little cheeky, a little stubborn and very direct. INSPIRE: Instagram profile allows space for sharing inspirational stories of participants. Plus we need a more direct line of communication with the kids and DMs give us just that. CHALLENGE: No action can ever be too small. We won’t wait for people to come to us, we will take a step towards them by replying to ideas under #myturnviadobrodruzi. 01 PROVOKE 02 INSPIRE 03 CHALLENGE Call to action through influencers and hashtag #myturnviadobrodruzi Video ads on Tik Tok & Instagram Inspirational Instagram community New submitions by tagged user generated content
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