BE THE HERO

ISSUE – LACK OF CHILD
PSYCHIATRISTS
We have only 6 doctors per 100 000 children.
We can change this. We can be the heroes.
Only 5% of students consider
studying Child Psychiatry.
2/3 out of young adolescents
are hesitant to seek out medical
help for mental health issues.
Source: BMC Psychiatry, 2020

SOLUTION: 3 PHASE CAMPAIGN
Educational content linked to the
student sholarship campaign.
Using existing IQOS CLUB audience
for general awareness and financial
support.
Continual both awareness and financial
support to build long term partnership.

CX JOURNEY
MEDICAL
STUDENT
IQOS USER
Faculty seminar
Awareness and
financial motivation
Landing Page with
scholarship application
Financial support University degree Child psychiatrist
CRM communication /
IQOS CLUB page
Landing Page with help
possibilities
Educational content to
present the issue
Financial amount
depending on the type
coming to the fund.
The user starts using
the variety types of
support including club,
MGM, etc.
The more money we
raise the more students
we support

FIRST PHASE: STUDENTS
WHO WHERE
HOW
MEDICAL UNIVERSITIES IN
CZECH REPUBLIC
CHOSEN UNIVERSITIES BASED ON
THEIR SUPPORT
We aim to agree with chosen
universities to provide the exact
conditions of the scholarship on a long
term basis. One or two universities
would be chosen for the pilot first year.
UNIVERSITY MEDICAL
STUDENTS
PROVIDE SCHOLARSHIP OF 20K
CZK MONTHLY FOR 20 STUDENTS
Chosen students who will choose to
study Children Psychiatry will get
additional scholarship provided by PMI
for a period of 3 years monthly 20K
CZK.
POSTERS, SCHOOL NEWSLETTER, SOCIAL MEDIA PAGES OF THE
FACULTY
OMNICHANNEL COMMUNICATION FOCUSED ON STUDENTS
By communicating to students on their faculty social media page, posters and using
university newsletter we would minimize the budget for advertisement, while being specific
to our target audience.

Multichannel
Support
CRM
Launch
Limited
edition
SECOND PHASE: RAISING AWARENESS BY LE LAUNCH
20% of profit given to
Young Students
Scholarship Fund
Using existing
EM/SMS/Viber channels
to communicate to
existing database of
more than 1 mil. users
in CZ
Active limited-edition
promotion across all
channels, including IDR,
DR, e-comm and SOME

THIRD PHASE: CONTINUAL SUPPORT
New LE launches
New design to support
the good cause.
Member get member
Users who refer can donate
their 300 CZK reward for
referal.
Voucher donation
Users can donate up to
500 CZK in IQOS CLUB
points from their account.*
*1 CZK = 1 IQOS CLUB POINT
Sustainability pillar
Continual awareness of the
issue in own channels
focusing on child patients.

VISUAL EXECUTION

THANK YOU
Jiří Šmejkal, Martin Hýža

BE A HERO – THREE PHASE APPROACH
Goal:
Increase
interest of
students in
child psychiatry
Digital Activation
• Interest students in medical
faculties by providing
scholarship
• Partnership with Top Czech
medical faculties
• Continual support via own
channels awareness in the
future
1st Phase – Students
Digital Activation
• Launch LE Iluma device with 20%
of sales going to scholarship fund
• Promotion in OCH and CRM to
reduce costs for advertising
• Continual support via own
channels and building on existing
sustainability pillars
2nd Phase – Promo based
Digital Activation
• Quarterly LE launches
• Users can donate money for
the cause via MGM referal
mechanic
• Users can donate points for
charity they earn in IQOS
CLUB
3rd Phase - Continual
Digital Activation
• Interest students in medical faculties
by providing scholarship
• Partnership with Top Czech medical
faculties
• Continual support via long term
sustainable partnership
Charity Awareness goals
Digital Activation
• Brand recognition and reputation increase
• Increase retention by implementation
charity patictipation into loyaty programme
• Increase device offtake (sales) by
introducing new meaningful limited editions
of Iluma
Business opportunities