1
1
THE
BOLDER
YOU
WAY TO
+

THE CHALLENGE
Help young medical students to become a future professionals and
superheroes in the field on child psychiatrics.
Start to get young medical students motivated by developing a
program to make it easier.
01
02
03
Break the stigma topic of mental health issues in adolescents in
society and start to motivate them.

TWO BOLD BRANDS
STRONGER TOGETHER
WHAT UNITES US
Strong and healthy mind →
better life ahead
Break the stigma and talk
about it
Ethics & responsibility
Enhance people's lives to
make it count
Boldness is the key to crack
the taboo
Boldness
crack

TARGET AUDIENCE
22 670 medical school students in CZ
5% of medical students want to be child psychiatrists → 1 133
186 child psychiatrists → 47% of them older than 65 y.o.
8 416 889 people in CZ who are 18+
2 099 818 children in CZ between 0 - 18
20% of children need child psychiatrists → 419 963
+188%* more suicides among children in the last three years

Increase of number of young people with mental health problems
caused by many reasons
THE INSIGHT
Improve social credit/status of child psychiatricts professional
graduates and break the stigma about the topic and work itself
Lack of child psychiatrics professionals

THE BIG IDEA
Destigmatize mental health issues in
society with relevant motivation and
influence on society, whereas young
medical professionals contribute to
improving children's and society's life.

STRATEGY PILLARS
BREAK THE
STIGMA
Expose the
taboo topic of
mental health
issues in society
with a focus on the
most vulnerable
group - children.
WHO, WHERE,
HOW? Useful
information
regarding problem-
solving, how to do
a prevention,
psychohygiene and
where we can find
help.
Main collab
with Kapka Naděje
and student‘s
organizations.
Raise the
finance for Kapka
Naděje foundation
via selling Jack
Daniel's
thematically-
customized
branded
merch.
PREVENTION
IS THE ANSWER
PARTNERSHIPS
AND COLLABS
FUNDRAISING

PHASE 1 PHASE 2
• Website - all information at one place
• PR outputs with media coverage
• Social media outputs
Media touchpoint:
Heyfomo, Refresher, Spotify, Seznam.cz, DVTV…
RAISE AWARENESS PREVENTION
BREAK THE STIGMA
TARGET RELEVANT AUDIENCE
• Starting day: 10 th of October
→ World Mental Health Day
• PR in collab with Kapka Naděje
• Influencers - open the topic on social media
• PR packages for influencers (with JD customized
merch and info POS)
Media touchpoint:
Social media of influencers and foundation
• Workshops with professionals from foundations
• Mini conferences with child psychiatrist professionals
Media touchpoints:
Websites and social media channels
FUNDRAISING
Selling the customize merchandise – JD x KAPKA NADĚJE

THE BOLDER
YOU
WAY TO
Destigmatize mental health issues in society and help to hire young medical professionals which contribute
to improve children's and society's life
BREAK THE STIGMA
PREVENTION
IS THE ANSWER
PARTNERSHIPS
AND COLLABS FUNDRAISING
STRATEGY PILLARS
PHASE 1 PHASE 2
BREAK THE STIGMA RAISE AWARENESS
PREVENTION
TARGET RELEVANT
AUDIENCE
• PR in collab with Kapka Naděje
• Influencers - open the topic on
social media
• PR packages for influencers
• Website - all info in one place
• PR outputs with media coverage
• Social media outputs
• Workshops with professionals from
foundations
• Mini conferences with child
psychiatrist professionals