This document outlines a campaign plan for pediatric palliative care with the goal of raising awareness and overcoming stigma. The campaign is called "What Comes Next?" and will use guerilla marketing tactics like graffiti and placement in public spaces to generate intrigue before revealing the campaign's purpose on World Hospice and Palliative Care Day. The campaign aims to better inform physicians, families, authorities, and the public about palliative care options. It will activate healthcare leaders and define ambassadors to publicly support the issue. The timing spans September to March with a peak during the reveal in October. The expected results include generating buzz, viral sharing, and overcoming taboos around pediatric palliative care.

1. What comes next Campaign
for Pediatric Palliative Care
Andrea Brádlerová
Tomáš Weiss
17. 04. 2018

2. Our insight
• Target groups
– Physicians
– Involved families
– Authorities
– Broad public
• Our insight
– physicians do not have enough time to provide families with
all the options and full information about palliative care
– involved families need to be well informed, not to depend
just on the information from physicians

3. What comes next campaign launch
• Campaign strategy
– Background: universal question in
whole process of palliative care
– Meaning: children deal with the facts
usually better but ask many
questions
– Form: Mystery / teasing campaign
– Goals: Spread the awareness and
overcome the taboo in the society
„What comes
next?“

4. Guerilla marketing
• Graffiti and other images in cooperation with the artists
Pasta Oner, Lada Brůnová, Anna Niklová
• Use of places where people „wait what comes next“:
- Cooperation with construction companies
- Use of reconstruction of the State Opera
- Use of public transport and airport space
• Strong viral potential on social media

5. Guerilla marketing examples

6. Microsite launch and reveal

7. Reveal | Together we will find out
• 13th October: World Hospice and Palliative Care Day
2018
• Reveal of guerilla marketing as Pediatric Palliative
Care Campaign
• Connection of guerilla with the microsite and presenting
there the concept Your Guardians with fundraising
activity

8. Campaign reveal examples

9. Authorities: physicians, healthcare centers
• Strenghtening direct mailing, newsletters,
workshops
• Activation of the authorities through viral
campaign What comes next?
• Defining key opinion leaders through the
campaign: ambassadors emerging from the
anonymity of hospitals to the public with PR support
• Ministry of Health of the CR: lobbying, taboo
overcoming, grants

10. Timing & Summary
• Timing
– September – March
– peak on 13th October
• Results:
– Wow effect from guerilla campaign
– Viral sharing
– Taboo overcoming
Teaser –
outdoor
(September)
Reveal –
microsite,
social
(October)
Specialists,
ambassadors,
fundraising (till
next year)