Background information

Prague Pride is an organisation best known for its summer festival of the same name, which is mainly prominent for its Pride parade happening annually since 2011.

The festival is targeted towards not only LGBT community but the mainstream population as well. In the year 2016 more than 40,000 people attended the Pride Parade.

Each year the festival follows a different theme:

  • 2011 – Festival of tolerance
  • 2012 – Subcultures within a culture
  • 2013 – Coming out
  • 2014 – Life of gays and lesbians in eastern countries – Rise against homophobia.
  • 2015 – Bullying
  • 2016 – Love
  • 2017 – Born this way

Key visuals for years 2011 – 2016 can be found at https://goo.gl/NJfXFh.


The theme for 2018 is „Equal Marriage“.

Since 2006 gays and lesbians can enter „Civil partnership“(Registrované partnerství), this pact, however, is not equal to standard marriage on legal terms – for example, there is no common property of spouses in a civil partnership. The mainstream population, however, sees the civil partnership as equal to marriage.

In a study done for Prague Pride in 2016 (https://goo.gl/B3FAEn) you can see that majority of the population agrees to a certain degree that gays and lesbians should be able to get married. Part of the population is afraid that once marriage becomes legal for gays and lesbians more groups will ask for the same such as paedophiles or zoophiles.

The mainstream population doesn’t see LGBT activism as a fight for equal rights but as a fight for more rights than heterosexual community.

Prague Pride communicates mainly through 4 online channels:
Website: www.praguepride.cz

Facebook: www.facebook.com/PraguePrideCZ

Instagram: www.instagram.com/prague.pride

YouTube: https://www.youtube.com/channel/UCedA_8byx3MLpemGarSufgw


The Brief

Create an online campaign to raise awareness about LGBT fight for equal right to marry in Czechia.

Target Audience

“Moveable middle” – People who have not yet strict opinion whether gays and lesbians should have equal rights to marry.

People over 30 years of age, as younger generations tend to already agree with the topic of equal marriage.


According to our study, marriage is not considered to be a useless pact in Czechia.

Main reasons for marriage:

  • Love
  • Family – children
  • To strengthen the bond between two people
  • Joint future

Key values in marriage:

  • Trust
  • Loyalty
  • Commitment
  • A bond between two people who care for themselves (in good or bad)


25% of the population agrees that gays and lesbians should have equal right to marry, 55% is unsure, 11% disagrees completely, and 10% has not made up their mind about this topic yet. The main argument against is that marriage should lead to children.

A common argument against LGBT community: “I do not mind gays and lesbians, but I hate when they shove their sexuality into my face with parades and public kissing and stuff”.

Campaign objective

To help convince the undecided consumers to support equal rights of gays and lesbians to marry.

Key message

Equal rights to marry for gays and lesbians.

Equality in society.

Civil partnerships exist for ten years, and the society has not collapsed yet.

Love is same for everyone, no matter the sexual orientation of the person.

Tone of voice

Inclusive, friendly, simple. Avoid calling anyone homophobic.

We are not making the mainstream community pity the gays and lesbians.



Production – 80t CZK. Media – 41t CZK. Can be modified based upon recommendations.


June – August 2018


Change in public opinion polls.


Spiritual Emergency

Precipitous mental development can result in a condition that resembles a mental illness. But there is a difference.

A psychospiritual crisis (Spiritual Emergency) may occur in the spiritual development context, but other circumstances may also trigger it: the death of a close person, traumatic experience, sexual experience, illness, relationship problems, use of psychoactive substances, loss of employment, the crisis of faith, and many others. It is also possible that this process will proceed without a recognisable cause.

Spiritual emergency is a new concept in Czech psychiatry/psychotherapy field; it is brand new for the general public. But the natural surroundings of the person in crisis –family, friends, colleagues can be the first one to spot the change, to guide the person in need to the right help source, to support the person in his/her exploring and healing process. We want more people in a Spiritual Emergency to get the right, gentle, supportive help in the right time. We want fewer people to be misdiagnosed, not to be stigmatised as mentally ill, unnecessarily hospitalised.



A team of the non-profit organisation Diabasis counts 25 people, mainly psychotherapists, social workers, PR manager and project manager. Our team members are professionals with specialised training in the field of spiritual emergency and non-ordinary states of mind. They do their work mostly on a voluntary basis; their main motivation is to help the clients in a spiritual emergency overcome the crisis in a safe way. Diabasis mission is to create a safe frame, where clients can have abnormal experiences (non-ordinary states) and perceive themselves and to be perceived by others as normal.

In 15 years of joint work, we have built an online helpline, a network of therapists across the Czech Republic, a system of lectures and seminars for the professional and non-professional public. We cooperate with the FFUK Department of Psychology and the Psychiatric Hospital in Bohnice. Our network of therapists works with an average of 120 new clients each year and numbers are growing (179 in 2016). Over the 15 years of Diabasis’ existence, our service has helped almost 2,000 people who, through overcoming the crisis, achieved what we call higher health or a greater personal integrity.

We want to change awareness of and attitude towards spirituality, crisis, non-ordinary states of mind. We want to motivate the audience towards acceptance, tolerance, ability to differentiate when are the “abnormal experiences” normal and when people are crossing the boundaries to pathology which should be taken care of in a different way. We want to educate people about psychedelics. Psychedelics were, are, and will be used by humans. Our activity is to help people who use them, to reduce the possibility of being harmed by their unconscious use.



After we lost a key partner, we are in a deep financial crisis. We have financial sources only for next three months. If we do not find the way how to raise money, we will be forced to stop our services. Instead of further development, we are fighting for survival.

We need to raise new funds to help Diabasis and the team of volunteers and professionals to continue work, broaden the network of professionals along the Czech Republic, bring education to psychiatry and medical faculties.We also want to fulfil our dream to develop a 24hours unit to be able to help more people in a serious emergency.


The primary goal is to raise at least 250t CZK as quickly as possible.

The secondary goal is to find a sustainable way how to raise money continually and repeatedly and get to amount at least 500t CZK yearly.

Key message

The crisis is an opportunity. Having abnormal experiences is normal. Processing such experience brings out parts of us that otherwise would remain hidden. The crisis is dangerous, but when we go through it, we will rise on the other side more complete, more of ourselves.

Target audience

It is up to you who to target.

Our clients are people of all ages, including children with psychospiritual experiences. The main target group is 18-35 – those who are exposed to various stressors while often seeking oneself and hitting their borders.

People who experiment with psychedelics – psychoactive substances.


We would like to launch the campaign ASAP. It is vital for our survival.


We have “zero budget” due to our situation. Very limited resources.

Tone of voice

We do not want to lecture. We want to help strengthen inner world of emotions for those who are interested in it. We explore, expand the context. The campaign cannot and does not want to oppose official psychiatry. We build cooperation for the good of our clients.

Other sources of information



Find logo for download at http://www.diabasis.cz/press-centrum/logo-diabasis/



Za Kontem Bariéry je obrovský kus práce. Sbírka funguje přes 25 let a je první a dosud jedinou kontinuální sbírkou. Účastní se jí desetitisíce dárců svým pravidelným měsíčním příspěvkem.

“Chtěli jsme veřejnost naučit vnímat lidi s rozdílnými potřebami. Podařilo se nám to a jsme na to, že Konto Bariéry splnilo tento velký úkol, docela pyšní.”

Za dobu své existence rozdělilo Konto Bariéry stamilióny korun a podpořilo tisíce jednotlivců i projektů na zlepšení života lidí s handicapem.

  1. Projekt Sport bez bariér finančně podporuje sportovní aktivity lidí s postižením. Pomáhá jednotlivcům i organizacím.
  2. Projekt “Pomáhej s humorem”,tedy bav se a pomoz těm, kdo to opravdu potřebují. Finanční prostředky této kampani Konta Bariéry přináší benefiční televizní pořad, společně s prodejem červených nosů – symbolu Konta Bariéry.
  3. Projekt Run and Help je šňůra charitativních běhů, do které se každé jaro mohou zapojit jednotlivci i skupiny. Za každý uběhnutý kilometr, kolečko nebo ovál zaplatí každý účastník domluvenou částku. Peníze, které běžci věnují, pomáhají lidem s handicapem.
  4. Projekt Nový start pomáhá lidem mezi 15 a 40 lety, kterým se v posledních  18 měsících stal úraz, nebo jiným způsobem došlo k nenávratným změnám jejich zdravotního stavu.
  5. Projekt Aukční salony výtvarníků – Stovky českých a moravských umělců darovaly od roku 1993 svá díla ve prospěch Aukčních salonů výtvarníků, které přinesly nadaci nejen vynikající renomé mezi uměleckou obcí, ale také desítky milionů korun, z nichž je financován program Stipendium Bariéry.

Díky unikátnímu programu Stipendium bariéry pomáháme od roku 2000 studentům s těžkým zdravotním handicapem hradit část nákladů spojených se studiem středních a vysokých škol.

  1. Projekt nadace „Senzační senioři“ (SenSen)” je určen těm, kdo překročili střední věk a přitom chtějí žít aktivní a plnohodnotný život.

Další aktivity nadace: Firemní fondy, ceny, financování bezbariérových úprav, Auta bez bariér, Dobroty pro charitu. Každá koruna, kterou pošlete, pomůže. I malý příspěvek má smysl, když nás přispívají tisíce… Děkujeme!

Platebním příkazem

Číslo účtu: 17 111 444 / 5500

Variabilní symbol: 9

Konstantní symbol: 0558


Dárcovské SMS

Jednorázově DMS ve tvaru DMS KONTOBARIERY

Roční podpora DMS ve tvaru

Pošlete na číslo 87777


Čeho chceme dosáhnout?

Aby si lidi pod těmi 25 lety nepředstavili jen prázdné číslo.


25 let může slavit kdejaká firma. To samo o sobě není žádným velkým počinem. Důlezité je, co Konto Bariéry za těch 25 let dokázalo. Jak vypadala situace před 25 lety a jak vypadá dnes. A jak může vypadat za dalších 25!

Proto oslovíme

Poděkováním všem, kdo nám kdy přispěli, oslovíme i ty, kteří nám mohou přispět v budoucnu.

Co máme udělat?

Upozornit veřejnost na výročí 25 let Konta Bariery takovým způsobem, který je přesvědčí o tom, že tato nadace má, měla a bude mít smysl.


Jednostránkový print na šířku, série vizuálů nejsou povoleny.


Logo Konto bariéry

Logo nadace Charta 77



Loga jsou ke stažení na http://www.kontobariery.cz/Tiskove-centrum/Ke-stazeni.aspx.



Projekt SenSen (Senzační senioři) vznikl v Nadaci Charty 77/Konto Bariéry jako odpověď na demografický vývoj v naší zemi. Přibývá totiž seniorů, kteří chtějí žít dál aktivní život i v pokročilém věku a jsou pořád schopní rozdávat zkušenosti, moudrost a inspiraci ostatním i sobě navzájem. Kluby SenSen jsou otevřené, volně přístupné a neformální sdružení klubů i jednotlivců, které pojí zájem o program SenSen.
Kluby SenSen jsou společnou aktivitou Nadace Charty 77 / Konta Bariéry, místních seniorských a neziskových organizací, knihoven, muzeí, jednotlivců a místní samosprávy. SenSen klub a program sdružuje, podporuje, dává prostor všem senzačním seniorům.

Čeho chceme dosáhnout?
Ve společnosti bohužel stále panuje představa, že stáří se nás, ekonomicky aktivních, příliš netýká. Z toho plyne i určitá lhostejnost, nesounáležitost a pocit, že senioři jsou nepotřební lidé, kteří už ostatním nemají co dát. Chceme tohle klišé změnit a pokusit se posunout zažité vnímání seniorů. Chceme, aby se současní „produktivní“ lidé zamysleli nad stářím a uvědomili si, že to není neproduktivní období života, ale že i lidé pokročilého věku umí a chtějí být vitální, aktivní a inspirativní, stejně jako byli předtím – a že by nám měl tento posun ve vlastním zájmu ležet na srdci.

Co jsme my, budete i vy – tohle prosté memento mori bývá vepsané na vstupních branách mnoha českých hřbitovů. Ovšem stejně tak platí i pro vztah lidí v aktivním věku a seniorů. Každý z nás bude jednou starý, ale málokdo o tom rád přemýšlí, přemýšlí-li vůbec. Přitom pro seniory bychom měli chtít ty samé možnosti co pro sebe, protože jsme v podstatě stejní jako oni – jen o pár let mladší.

Proto oslovíme
Primárně lidi ve věku 25 – 50 let, bez specifikace vzdělání, zaměstnání, příjmů a zájmů, které by zájem o seniory mohl přimět k menším darům či donátorství. Sekundárně pak lidi na prahu seniorského věku, pro které by činnost klubů SenSen mohla být osobně atraktivní.

Co máme udělat?
Vytvořit značkovou kampaň, která představí Projekt SenSen (Senzační senioři) zastřešený Nadací Charty 77/Kontem Bariéry, a která vytvoří povědomí o jejím zaměření a smyslu jak u široké veřejnosti, tak u samotných seniorů. Hledáme jednoduchou přímočarou komunikaci.

Jednostránkový print na šířku, možnost série vizuálů.

Nové logo SENSEN Nové logo nadace Charta 77 www.sensen.cz.


The NC is a joint initiative of Nadace Charty 77 and Národní muzeum (the National Museum). Purpose of this project is to create the biggest archive of the „small national history“. We collect memories of everyday life. Some of them might be personal or local but we believe they illustrate our times and that is why it is worth to preserve them.

About the project
The project NC started in May 2012 focusing on seniors associated around the SenSen project (Senzační senioři / Sensational Seniors) encouraging them to share their memories with others. Little by little we try to bring general public in the project and motivate especially younger generation to join the project – for example pupil volunteers or the whole classes or schools.
Anybody who is seriously interested in preserving her or his story can contribute to the Chronicle. We collect texts, pictures, audio and video recordings and even scanned documents. All submissions are published on the NC web www.narodnikronika.cz and stored in the National Museum depository for later use of researchers and the next generation. Almost 500 entries have been saved up to now – starting with fractional memories and finishing with the whole chronicles.

Existing project support
The contest with specific topic is announced every year and the best authors of the most interesting stories are awarded. Past topics were “Army is not mummy”, “How I met TV” or “From typing machine to PC”. New topic is going to be “Weddings”. A winning ceremony is designed to attract media and attention of general public, for example winners of the “How I met TV” topic were awarded in the Czech TV and took a personal part in the Dobré ráno life broadcasting.
In Autumn 2014 we addressed a student of the Open Gate school, young bloggeress Teri Blitzen with cooperation with an idea to record a video for the contest topic „From the typing machine to the PC“. Her YouTube video for the NC reached almost 23 thousand views. Unfortunately it has not increased the number of new entries in the NC.
We continuously communicate the project via SenSen web page www.sensen.cz and The NC web www.narodnikronika.cz the same as via SenSen FB profile.
We cooperate with Slideslive web application that enable to create video from photos and audio https://slideslive.com/narodnikronika.

The Challenge
We want to expand the number of contributors who will deposit their recollections into the NC – not necessarily only theirs but also of their family members, friends or neighbours regardless their age, education, profession or income – what matters is their willingness to recollect and share their stories or listen to some else memories
Potential contributors to the NC should be ideally able to create their submissions and upload them by themselves via web page www.narodnikronika.cz.

Target audience
Anybody, who is willing and capable to share their own or someone else’s memories.

Our objective
Our main objective is to increase the number of stories to 5000 by the end the year. Secondary objective is to encourage people to regularly contribute to the National Chronicle.

Key messages
Also your story is a part of the national history. Small history is composed from personal stories of each of us. Share your story and let your memories become a part of our small history. Anybody can contribute to the biggest national archive of „small history“. Every little story has its value.
Help us to let future researchers to find about how their predecessors lived.

„Tvoříme největší archiv malých dějin. Přispět můžete i Vy!“ (We create the biggest archive of our “small history”. Share your story.)

Based on your recommendation.

The budget is not set. We will approach suitable partners based on your recommendation and try to get their support of the cause.

new logo Národní kronika new logo Nadace Charty 77 Logo Národní muzeum www.narodnikronika.cz

Other sources of information
www.narodnikronika.cz – more information about the project https://www.youtube.com/watch?v=bI_S4S53STc – promotional YouTube video for The national chronicle by Teri
Blitzen https://slideslive.com/narodnikronika – web app for video creation.


Background information
Isifa is a leading supplier of content (photographs, video and music) to the creative community in CZ and SK for 20 years – exactly since April 1995.

Key values it provides are:
• Good content
• Professionalism
• Service

Isifa worked with many big names in the picture world and e.g. cooperated for over 8 years with GettyImages a well-known and big name in the pictureworld. This cooperation ended recently as isifa decided to change partners. Isifa is now newly the official reseller for Shutterstock for CZ, SK, RO, BU and former Yugoslavia.

Shutterstock is the most progressive picture agency globally and have become very well established and probably by now the most popular and most used source of images within the creative community.

The role of a reseller
The role and benefits a reseller/distributor provides are:
Customer support & Service
local language
user support
payment in local currency and invoicing
pay as you go solutions

Personal approach

  • dedicated account
  • human interaction – dialogue between customers and Shutterstock
  • understanding of local market, conditions, possibilities & needs
  • collecting and relaying market and customer feedback to Shutterstock central
  • local voice & advocate for customers in relation to Shutterstock

Individualized solutions

  • licensing and service platform tailored to customers’ needs
  • access to premier content and user platform
    • enterprise solutions
    • access to high-res comping files
    • access to exclusive content – e.g. Premier exclusive, offset

Research services

  • dedicated, experienced researcher to help customers finding and licensing content

Education & Training

  • using the website (most users do not use the website efficiently)
  • licensing (many customers do not use the proper license – exposing therefore their clients to risk)

Local content Support

  • communication with local contributors
  • aggregation and production of local content
  • point of contact for contributors

As a matter of fact isifa is globally the first agency/reseller Shutterstock ever signed up as until now Shutterstock only worked online or via individual sales people in territories where Shuttertsock does not have its own offices.
The Brief
Create an online campaign to raise awareness about the cooperation of isifa and Shutterstock and help us start a constructive dialogue with our customers using social media.

Target Audience
Everybody who needs images, video and music for his work. Predominantly we are a b-to-b business.
Advertising agencies, Digital agencies, Webdesigners
• Art Directors, Creative Directors, Art buyers, Graphic designers in advertising agencies, digital agencies, etc., but also freelancers
• Picture editors in TV, Magazines, Newspapers, On-line media and book publishers
Corporate Customers
• Marketing people in the marketing departments of advertisers – large and small companies
Film/Video producers & post production studios
• Producers, Editors, Directors

Shutterstock is a popular source of images widely used within the creative community, but most users do not use the right license and do not know about many tools and premium products Shutterstock provides.
There has never been a local contact person providing “human contact” between customers in CZ and SK and Shutterstock – you could only reach a call centre.

Campaign objective
Let people know that isifa is now cooperating with their most popular source of content – Shutterstock.
It’s not only about a one-time campaign, but helps us to build a good communication channel for the future.

Key messages
Isifa listened to the “Zeitgeist” and what customers want and so it decided to connect with the most popular, innovative and progressive picture agency in the world – Shutterstock and so bring it closer to its customers.
Shutterstock users now have the local partner. It brings them new opportunities and services.

Tone of voice

Mandatory inclusions
Shutterstock and isifa brand names – key is to let them know about this new connection.

A minimum budget of 250 000 CZK is allocated for this campaign, but if you come up with a good idea, the financial department might be convinced to add some additional funds 😉


Campaign reaches a significant percentage of the target audience – 50% and more.


The client
Project “Music in your heart“ is a joint initiative of the Ministry of Culture, Ministry of Education, Youth and Sports and TV music channel ÓČKO . Purpose of the project, which is designed for pupils of higher grades of elementary school and high school students, is to offer an alternative approach to teaching music. Despite all the new features in education, the content of music classes is often distant from their real lives, interests and emotions both musical and non-musical. The aim is not to teach music history or theory but to show teenagers that music is in each of them and to make them willing to actively perform music. Music in your heart paves the way to the emotions of adolescents and youth. It does this through the direct participation of pop stars and idols, using the brand and the content of the music TV Óčko, social media and modern technologies for the production and interpretation of music.

Project “Music in your heart” is connecting several stages. Start-up stages lead students, class or school groups to create their own versions of popular songs and present them in social networks. At the end of the project, final concert will be held. The concert will feature popular artists involved in the project together with the most successful performers (judged by numbers of votes/likes) who will be given the opportunity to perform their own versions of songs.

Description of project components
TV show on ÓČKO – short talk show called “Music in your heart” hosted by a star (Ondřej Brzobohatý, Marta Jandová). Guests will be recruited from performers popular with the younger generation. They will talk about how they found their way to music and its active performing. How they felt when they were students and what role music played in their lives at that time. The program will end with a live performance of one of the hits of the guest artist, which will involve also the host of the talk show and his/her audience (consisting of teenagers of the same age as the students).

The educational video program – a derivative of the television talk show “Music in your heart.” The interview part is shortened and edited to basic information while the practise and performance of the songs is extended, so that it may very well serve as the guide for music lessons in schools. The result might be a “professional” presentation of one of the songs performed by the entire class.

Live educational program – another derivative of the TV show, this time a live performance in school premises. School event, during which a moderator will introduce some of the guests and they will perform a live show in front of the television cameras of ÓČKO of course ending with the practice and performance of one of the songs. The program includes a musical performance of some of the pupils / students at the school.
Selfpromotion and reportages broadcasted on ÓČKO

Facebook profile
Created especially for the television talk show, presented by hosts of the show. It will contain live performance of songs from the studio, live performances in schools and of course video songs sent by classes/schools.

Year-round competition ending with a concert of “Music in your heart”
Classes / schools send video songs motivated by the television program, educational programs or school events. Winners will be selected by fans voting. The final show will be held with the help of the host of the show, its guests as well as the winners of the competition.

Target audience
A) Teenagers
Pupils of primary school and secondary school students. Not only as individuals but also as classes, or even better whole schools. They love the world of popular music. They have their idols and hits but most of them are not able to find the courage to make one more step needed to actively perform music. They usually find music classes boring and annoying. We want to ignite their interest in performing the music and let them try it. We want them to find the courage, along with their classmates, even with their music teachers to try to interpret one song of their favourite artist. Even if they can only clap to the rhythm to accompany their classmates.

B) Music class teachers
Not all teachers have to be excited by a “pop” approach and agree with it. Nevertheless, the success and acceptance of the project depends on them. The project should not be seen as an attack on their concept of teaching but as a complement to it. We want to transpose teenage passion in music from just viewing Youtube and reading popular magazines to their music classes.
The project could help the teachers to get higher attention and even active involvement of usually very passive students. They can capture something from the image of pop stars and show the students that they may be even better than the actual stars. Their class or the whole school can also get famous by taking part in the competition and actually winning it.

The challenge
To create a communication strategy that encourages schools to use the project “Music in your heart” in music classes and to actively participate in the project. To transform students’ natural interest in music from passive listening to active performing.
The Young Lions Media competition doesn’t require teams to become immersed in providing tactical media explanations; but rather to develop an explanation of why the media type/s (touch-points) were selected and how they are intended to be used. The strategic idea must be demonstrated clearly across the selected channels and the winning team will be the one that creates the most compelling communications strategy to meet the marketing challenge.

The objective
200 songs performed by students/schools uploaded to project FB page/Youtube channel.

300.000, – CZK Additionally, option to use free of charge following media – ÓČKO (TV, facebook page with 420t fans), information channel of MŠMT in schools, other media of Mafra.

Project name


Co máme udělat
Vytvořit značkovou kampaň, která nahradí značkovou kampaň z loňského roku k dvacátému výročí vzniku Konta Bariéry.

Situace, insight
Konto BARIÉRY pomáhá lidem se zdravotním postižením vrátit se do života, do života tak plnohodnotného, jak je to nejvíc možné. O existenci nadace je dobré povědomí, ale mnoho lidí si situaci handicapovaných spoluobčanů nepřipouští. Často teprve bližší poznání, osobní zkušenost s handicapovaným člověkem vyvolá jejich empatii a vede je k tomu, že začnou přispívat. Největší citlivost vykazují vůči dětem, které si své postižení nikterak nezavinily.

Čeho chceme dosáhnout?
Získat nové dárce.

Proto oslovíme
Lidi ve věku 30 – 60 let, mají vysokoškolské vzdělání a nadprůměrný příjem. Zhruba třetina z nich na charitu přispívá a opakovaně tak činí více žen než mužů.

S cílem
Probudit empatii a rozhodnutí (potřebu) pomoci handicapovaným lidem.

Tím, že jim řekneme
Tak silný dobrý pocit z užitečného skutku často nezažijete.

Jednostránkový print na šířku.

Nové logo nadace, Číslo účtu: 17 111 444/5500. Variabilní symbol: 9, konstantní symbol: 0558, DMS rok (dms rok kontobariery na číslo 87777), www.kontobariery.cz.


Create an integrated social media campaign to support Linka bezpečí (Safety Line), which now finds itself in financial trouble because of too little state support. The organization launched the “Linka v bezpečí” campaign (Safety Line is out of danger), separate from its main page (Safety Line doesn’t want to scare children with its financial troubles).

Safety Line has been helping children and adolescents for 20 years. The helpline (+420) 116 111 is a toll-free phone line of crisis intervention services for children and young people (up to 18, students up to 26). It is in operation 24 hours a day and free of charge from landlines and from mobile phones. The younger clients can even use chat or send e-mail if they need a consultation. Safety Line is even more important outside big cities, where there is a lack of opportunities for children to visit psychologists or psychiatrists. This organization may be the only safe way for them to ask for help anonymously.
In 2013, professional consultants managed to speak to a total of 219,941 children. However, due to a lack of state support, Safety Line was forced to reduce its traffic this year, and on average only 526 clients per day can reach the helpline. By contrast during the period 2009–2013, when the line was reached by 669 children a day. On average, access has decreased over 25 %. The public mistakenly believes that the Safety Line is funded by the state. This is only partially true. Safety Line is registered as a social service and requires financial support from the state every year. The state support covers “only” 30 % of the total budget required for its running costs. Private companies (mainly O2, Avast, Era bank) cover 60 % of its costs, 5 % come from European Union funds, 2.5 % from individual donors, and the organization gets 2.5 % from its own activities.

Safety Line “costs”:

  • the running costs for one hour of Safety Line amount to 2 100 CZK,
  • which is 50 400 CZK per day
  • and 18.5 million CZK per year.

We aim to raise awareness of the “Linka v bezpečí” contribution and call social media users to action to donate via the Safety Line Club (www.klublinkyvbezpeci.cz). Safety Line would need to collect at least 5 million CZK to maintain its full traffic. Any DMS messages or financial contribution is highly appreciated.
Individual donors can contribute in several ways:

  • with a direct deposit to the bank account no. 3856680/0300; or
  • via one-time help DMS: “DMS DMS LINKABEZPECI” on the number 87777, or
  • annual payment DMS: “DMS ROK LINKABEZPECI” on 87777.

The price of a DMS is 30 CZK, of which Safety Line receives 28.50 CZK. With an annual DMS, the donor’s amount of 30 CZK is automatically deducted each month.

Active people 25+, social media users. Our experience shows that parents of working age are more ready to donate.

Raise interest of people, create sense of urgency of the problem and collect at least 5 million CZK.

As Safety Line had to reduce its traffic, not all children currently have chance to reach the helpline. Sending a DMS and donating money are two ways how to support Safety Line with the collection of at least 5 million CZK.

200 thousand CZK
Linka bezpečí logo Seznam.cz logo will be an advantage (the company is a key partner of Linka bezpečí)



Projekt K volbám podporuje prvovoliče v účasti u voleb. Jejich rozhodnutí nebýt si jedno a rozhodnout se podle sebe prezentuje jako odvážný, osobní, aktivní krok, za který se nemusí stydět a na který naopak mohou být pyšní. V supervolebním roce 2014 s parlamentními a následně podzimními komunálními, senátními a evropskými volbami mohou být odvážní hned čtyřikrát.

Kampaň K volbám je projektem stejnojmenného občanského sdružení K volbám, které založila skupina absolventů Marketingové komunikace a PR Univerzity Karlovy v Praze spolu s dalšími spolupracovníky napříč různými obory. Projekt je neziskový, zcela nestranický, nezávislý a jeho cílem je pouze upozornit na důležitost aktivní volby bez preference určité politické strany či hnutí.


Češi téměř 25 let využívají všechny výhody svobodného demokratického systému a po více než padesáti letech si nemusejí nechávat svůj názor pro sebe. Možnosti rozhodovat o sobě však paradoxně využívají stále méně. Téměř 40 % oprávněných voličů o sobě v parlamentních volbách 2010 nechalo rozhodovat ostatní s odkazem na nejrůznější důvody od „jeden hlas nic nezmění” po „stejně jsou všichni politici stejná pakáž”, „není si stejně z čeho vybrat” nebo „o politiku se nezajímám”. Nespokojenost se situací (ať už osobní nebo společenskou) bývá zjednodušována na kritiku politiků a upozorňování na systémové nedostatky. Systém je ale složený z jednotlivců, kteří musí nejprve sami udělat první aktivní krok.


  • Účast u voleb jako první krok.
  • Kampaň K volbám podporuje mladé voliče ve využití šance a aktivní volbě podle sebe. Motivuje je k hledání důvodů, proč volit a ukazuje, že každý múže volit po svém a podle sebe.
  • Kampaň K volbám podporuje ve vědomí, že jít k volbám má smysl (bez ohledu na výsledek voleb).
  • Kampaň ukazuje, že zvolení kandidáti jsou našimi zastupiteli (vykonavateli instrukcí), nikoliv nadřízenými.
  • Chceme změnit společenské téma od důvodů proč nechodit k volbám k důvodům, proč stojí za to k volbám jít.

Komunikační cíle

Motivovat prvovoliče v zájmu o volby a k účasti u voleb. Zaujmout prvovoliče, aby se se sdělením ztotožnili. Vytvořit „pozitivní zájem o aktivní volby“: jít k volbám je důležitý a zodpovědný osobní projev vlastních názorů a hodnot, na který by měl být každý hrdý.

Cílová skupina

Primární cílovou skupinou je 450 tisíc prvovoličů (tj. ve věku 18 až 21 let) s další segmentací dle postoje k volbám:

Aktivní uvědomělý volič (potenciální ambasadoři kampaně). Pasivní uvědomělý volič (ví, že volit je důležité, ale jsou líní a nechají se snadno odradit překážkami). Aktivní odpůrce (vždy vyhraněni proti systému a společenským normám). Pasivní odpůrce (nezájem, rezignace, pocit bezmoci svým hlasem cokoliv změnit).

Sekundárními skupinami jsou lidé, které kampaň nemusí aktivně oslovovat, ale měli by být schopni se s ní ztotožnit a podpořit ji – rodiče, mentoři, učitelé a opinion leadeři (ať už lokální nebo známé osobnosti).


1. fáze: Parlamentní volby v květnu 2014 2. fáze: Komunální volby, senátní volby a volby do Evropského parlamentu na podzim 2014

Komunikační tón

Jasný, srozumitelný, otevřený, důvěryhodný, výrazný, sebevědomý, důstojný, nekonfliktní, inteligentní, konstruktivní, neformální, vtipný


“Výstup, který si cílová skupina bude chtít vyvěsit doma, ale přitom úplně nevyděsí rodiče”


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Povinné podmínky

Uvedení webové adresy www.kvolbam.cz