Young Lions Czech Republic 2018 PR category - Team 1

1. Czechs do not want to talk about DEATH.
It comes from our culture, raising, society…

2. Target audience
Patient
Close family
Friends
and distant family
Colleagues,
classmates,
neighbours…

3. Overcome the taboo with Czech cultural
relevant ice-breaker.
Key approach

4. HUMOUR
* Black humour is focused on tough and heavy topics, such as war, rasism, violence,
diseases and death.
* * This kind of humour is typical for Czech culture.

5. Catch people´s attention on the
right online time and give them
daily piece of black humour.
Strategy

6. Chceš víc?
We will tease people on sorted online platforms with a joke and
make them want to continue to the microsite for more fun.
They do not know they will find out more than just jokes…

7. Microsite with more black humour jokes and unexpectible
topic switch.
„It seems you got the balls for black humour.
Do you have the balls for reality as well?“
„Na černý humor koule máš.
Máš koule i na realitu?“

8. EDUCATE
Learn more about
positive impact of
Pediatric Palliative
Care and
overcome culture
taboo. It can help
someone.
PERSUADE
Read real stories full
of bright moments
thanks to Pediatric
Palliative Care.
SHARE
Open the topic and
talk to your friends.
Don´t know how?
Just send a joke…

9. Media flow
Organic
media
buzz
Online Conceptual
PR

10. CATCH
ATTENTION
&
HAVE FUN
EDUCATE
&
SHARE
MEDIA BUZZ
&
PR
OVERCOME
THE
TABOO