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1. 22k medical students
1,8k doctor-graduates 100k kids with
mental issues
180 children
psychiatrists
MENTAL HEALTH

2. - Taboo topic
- Sign of weakness
- Lack of knowledge
- Often fail as the „first-aid“
contact for their kids
„I was raised different way.
You shall not talk about your
problems out loud. What are
other people gonna think?“
„Psychiatry is interesting yet
there is no money in the field
and I would have to study way
longer.“
- Stigma from parents
- Stressed-out themselves
- Psychiatry as a „second-
hand“ option
SYSTEMATIC PROBLEM
- Might not even realize
they have problems
- Parents often play down or
overlook their issues
„Why is everybody so perfect?
I´m never gonna be this cool.
Nothing makes me happy. I feel
like I don´t belong here.“

3. Getting rid of the society-wide stigma
and raising awareness is the key!
1) TACKLE PUBLIC (ADULTS) 2) TACKLE MED-SCHOOLS

4. „WHAT´S INSIDE MATTERS.“
Naked bottle as a sign of not being afraid to show what is inside.
Entire month bottles without labels  saved label cost will
generate money for further activities.
No label will trigger curiosity and convert people to the
microsite, explaining the campaign with an option to donate
OCTOBER

5. Strategy
Prazdroj will donate money in the value of unused labels 8 000 000 CZK
Fundraising campaign on the microsite can earn around 2 500 000 CZK
In total we will have made 10 500 000 CZK which we can use to raise awareness of the
topic at med schools

6. Activities for students:
• Roadshows with professionals and influencers at all
8 med schools (live podcasts)
• Orientation camp workshops for new students
• Scholarship offers for child psychiatry students
• Creating a hotline for stressed med. students
• POSM
Influencers tackling the topic
Professionals