Zuzana Čulen, Ľudmila Vašková (Adexpres.com/iProspect)

insights

Young people know they should not smoke, eat unhealthy, drink and live unhealthy life, but they still do. Why? Because it eases their problems, they reward themselves or because they do not have time.

However they always find time for things they love, things they do with their heart.

Zuzana Čulen | Ľudmila Vašková

target group

They eat unhealthy because they can, they drink and smoke because they should not, they do not excercise becasue they should.

They save on food to spend on alcohol, cigarettes and parties. They lack of sleep to socialize or to meet deadlines. They need food high on sugar and energy drinks to compensate for sleep.

Under pressure to achieve a lot before 30. To compensate long hours work, lack of sleep and stress, they smoke, drink, eat unhealthy. They do not have time to excercise.


youngsters (age 15-18)

high achievers(age 25-30)

collage students (age 18-25)

goals

Engagement of the people on a healthy lifestyle platformWe will encourage them to: ● take responsibility for their body and treat it nicely● visit GP for a check up● make small changes in their lives for their heart, which will buld up to

bigger ones● share small achievements to encourage others


big idea

I always find time for things I do with my heart.To keep doing things I love for longer I care about myself. I am

#SRDCOFIL

1. A person who loves what s/he does, who does things with a heart. I.e. enthusiastic proffesional, sportsman, businessman, 30 under 30

2. A person who loves own heart and take care of it.


strategy

We remind people that there is always time for things they love and show them through inspirational people and challenges how to

keep doing what they love for longer. They need to take care of their heart.

Let's make a statement I am #SRDCOFIL


communication strategy | how it will work


Loajalita

3. ProdejInspire

Convert donors and fundraisers

Engage visitors and build comunity

Raise awareness

Influencers& Events

Social media

Microsite Workshops

communication strategy | raise awareness

Engage the 30 under 30 influencers form various parts of interests We ask them to show in their own way what they do for their hearts so they would last longer and could do what they love.They make a video, Instagram, Facebook, Twitter post about it with a #SRDCOFIL hashtag.“Today I run 5km for my heart, so I could

keep singing for you longer. I am

#SRDCOFIL What do you do for your heart

to sustain in your passion?”


Dita Přikrylová, CzechitasGabriela Soukalová, Olympionist

Dominik Lakatoš, Hockey player Jirka Král, YouTuber

Ben Christovao, singerMichelle Losekoot, Blogger, book lover

Jan Řežáb, founder Socialbakers

Thea Kučerová, Mintyfinty blogger, editor-in-chief ZOOT magazine

communication strategy | engage visitors and buid community

Day to day small challenegesPeople are encouraged to make small everyday challenges, that help their wellbeing and share them with a statement I am #SRDCOFIL on Instagram, Facebook, YouTube, Twitter, SnapChat.


Engagement on the micrositeStories, inspiration and encouragements from 30 under 30 influencers, Instagram social feed with a #SRDCOFIL statement.

International day of HeartCooperation with the chosen influencers, talks and workshops with them. Live Instagram wall with #SRDCOFIL statements on behind of the talks. Live streaming.

communication strategy | donors convertion and fundraising

We want to raise money for srdcofil training model, teach people how to prevent the heart diseases on educational workshops and inspire them on how to live better heathly life.

We will cooperate with our partners to raise money for the project.


ZOOT.cz doubleshot Vodafone AirBank

#SRDCOFIL

#SRDCOFIL

summary

ProblemPeople do not take care of their body, they lack of time, however they always find time to do things they love.SolutionWe show people inspiration and make them realize that by taking care of their heart they gain time to do things they love.MessageIn order to do something that you like, you need to have a healthy life. Take a step, make a statement I am #SRDCOFIL.

TouchpointsInfluencers, social media, International day of heart event, website, workshops, merchandiseMedia costs0 CKZ, lots of hard work and good will


Zuzana Čulen, Ľudmila Vašková (Adexpres.com/iProspect)

Business