Young Lions Czech Republic 2019 Media category - Team 15

1. Who is Lesan Smrkovič?

2. Diversity is freedom, it is a key to life
#Diverzitaproživot

3. 25,3 tis.100 200

4. The whole life of the spruce is told on Instagram
Líbí se to andysek73 a dalším (9 584)

5. Who will listen to his appeal?
Age 26-35
According to the most used # in CZ in 2018
+

6. Mums love to post their
kids on social sites
9 of 10 Czechs go to nature
few times per month
43,5% of Czechs 26-35 are on Instagram

7. We will make an algorithm searching for
relevant hashtags
#nature #priroda #family #laska…

8. Nina_on_maternityleave

9. Other promotion
Spots/Interviews
with Lesan
(modified voice)
Articles
interviewing Lesan
about his life in the
dictatorship and
forests
Zachraňme
lesy profile
shares Lesan‘s
articles
Every promotion includes call for help – call to support the initiave
Lesan collects
signatures in
person
Ambassadors
supporting their
friend Lesan

10. Lesan Smrkovič
INSIGHT
Monocultural forests are as dictatorships - they
don‘t allow differences. Forests need diversity
to survive. #Diverzitaproživot
DATA
More than 43% of Czechs 26-35 have an Instagram
account. Hashtags connected to family and nature
belong to the most used in CZ for 2018.
TARGET AUDIENCE
• Young families/mothers
• People posting pictures of nature
IDEA
Create a fictional identity of a spruce Lesan Smrkovič
representing all suffering trees. Lesan lives in a
dictatorship and needs help.
EXECUTION
Address the TAs by creating an algorithm that will
search for hashtags covering proposed topics on
Instagram. Lesan will comment on pictures in a
provocative, catchy and personal way. This will
make the connection to the everyday life of people.
PROMOTION
Whole year campaign: social sites and online platforms,
articles interviewing Lesan. Lesan will be also a guest
in radios, he collects signatures outside in person.
The existing ambassadors are supporting their friend.
All the communication includes call for signature.
100 25,3 tis 200