TEAM 22
MEDIA
LET'S MAKE
PSYCHIATRY
GREAT AGAIN

CHALLENGE & TAs
Change the preception
around kids´ mental health
in the Czech Republic.
CHALLENGE 1
Get parents and children to
talk about psychological well-
being and break a stigma
around it.
CHALLENGE 2
Persuade more students to
enroll in children´s
psychiatry study programs.
CHALLENGE 3
TA #1 TA #2 TA #3
Public: parents & children High-school seniors Medical students

hours a day was an average
time spent per day on
electronic devices that Czech
children aged b/w 6 and 15
during the first wave of
COVID-19, according to a
survey by the Czech MoE in
04/2022.
6.3 66 %
of Czech children felt
uncomfortable discussing
mental health problems w/
their family or friends & only
21 % had sought help from a
professional in the past,
according to a survey by the
STEM/MARK in 2020.
5 %
of Czech medical students
consider to study a children´s
psychiatry specialization,
according to a survey
conducted by the Kapa Naděje
in 2020.
INSIGHTS

IDEAS &
MEDIA MIX
CORE
MOBILE APP
INFLUENCER/CELEBRITY MARKETING
FB, IG, Tik Tok & YT
ARTICLES
Print, online editorials & QR code
GUERILLA MARKETING
Leaflets, posters, CLVs & QR code
PLANNED BUDET:
CNN 400,000 CZK
ESTIMATED REACH:
600,000 Unique users

MOBILE APP CAMPAIGN
Come closer to catch the monster.
It affects approximately 1-2% of the population worldwide,
and it affects men and women equally.
Bipolar disorder is a chronic condition, meaning that it lasts
for a lifetime.
BIPOLAR DISORDER MONSTER (formerly called manic-depressive
illness or manic depression) is a mental illness that causes unusual
shifts in a person's mood, energy, activity levels, and
concentration. These shifts can make it difficult to carry out day-
to-day tasks.
1.
2.
Bipolar disorder test LINK
https://www.kapkanadeje.cz/
Hello, my name is
Bipolarix.
Interface for children
Interface for parents
Monster Minders
WHAT: app w/ app tour guide avatar Mindie & monsters
representing psychological disorders
WHEN: launch on 01/06 (International Children´s Day)
HOW MUCH: cost around 100,000 CZK & funded by sponsor
Vodafon (Digital parenting) & involve the professional society,
medical students, high school students & the supporting general
public in the development
WHO: TA#1 & TA#2
GOAL: make people comfortable to discuss mental health
problems with their friends and family by downloading a fun and
educative app

INFLUENCER CAMPAIGN
Kovy (923k YT), stribrovicnikolka (665k IG), Lucie
Bílá (637k FB) plus two more influencers
"Time to share"
WHAT: a series of short videos & posts of/from
influencers and celebrities describing their childhood
MH problems - then viral
WHEN: 01/06 - 15/07
HOW MUCH: free & post promo for 50,000 CZK
sponsored by Kapka Naděje´s partners
WHO: TA#1, TA#2 & TA#3
GOAL: to make people realise they are not alone and to
get people sharing their stories & talking
The story of my childhood mental health problems |
Monster Minders overview

ARTICLES CAMPAIGN
Destigmatization of Children's Psychiatry Care
Mental health problems can affect anyone, including children. Unfortunately, there is still a
significant amount of stigma attached to seeking help for mental health issues, including
psychiatry care for children. This stigma can prevent parents and children from seeking the care
they need, which can have serious long-term consequences.
However, there are steps being taken to destigmatize children's psychiatry care and raise
awareness about the importance of seeking help for mental health issues. One way this is being
done is through education and outreach programs. Schools, community centers, and other
organizations are working to provide information and resources about mental health and the
importance of seeking help when needed.
Another important step is normalizing the use of mental health
services. This means talking openly about mental health issues and
sharing stories of people who have sought help and benefited
from it. This can help to reduce the shame and embarrassment ....
Scan and download our new app, developed in association
with the endowment fund Kapka Naděje. The purpose of
the app is to educate children and their
parents about mental health issues.
"Break the stigma"
WHAT: a series of different articles about children´s
psychiatry via print & online advertorial
WHEN: 01/06 - 01/09
HOW MUCH: advertorial is around 70,000 CZK
w/production + print for 15,000 CZK sponsored by
Seznam
WHO: TA#1 (parents) & TA#1
GOAL: destigmatize the perception of a children´s
psychiatry specialization

GUERILLA CAMPAIGN
10,000 leaflets handed out by volunteers (campuses & fairs)
2,000 posters taped on around campuses & in fairs
20 CLVs
"Be a 21st century smile-healer"
WHAT: emotional creatives communication via:
WHEN: 01/06 - 01/09
HOW MUCH: cost around 265,000 CZK & sponsored by
JCDecaux
WHO: TA#3 & TA#2
GOAL: to provoke a mild controversy in goal to persuade more
students to enroll in children´s psychiatry specialization

Mental health deterioration due to
COVID-19, stigmatisation and lack
of specialists.
INSIGHT
SUMMARY
Development of our app and its
omnichannel promotion with a goal
to change the preception around
children´s mental health.
IDEA
Get parents and their kids to talk
with each other about mental
health in a fun and educative way.
MONSTER MINDERS
Honest and emotional video
campaign with post boosts as well
as app review.
INFLUENCERS
Goal is to spread awareness about
destigmatisation of the children's
psychiatry care as well as app
promotion.
ARTICLES
Goal is to persuade students to
enroll in children´s psychiatry
specialisation as well as app
promotion.
GUERILLA ACTION
Double the amount of students interested in children´s psychiatry.
Create a BUZZ around this topic, and reach 600,000 UU by our communication.
OBJECTIVE