HOW TO CULTIVATE SLOVAKIA? PR CAMPAIGN FOR THE FRONTLINE CLUB

MISSION: Create PR campaign for The Frontline Club - place which hosts series of debates with people who know and are not afraid to speak. Campaign must motivate young people to join debates and support the club and its events.

TARGET GROUP Students of high schools and universities, years old, studying in big cities (Bratislava, Zilina, Kosice)

Insights: „I like reading internet discussions, I make fun how fool they are.“ „I am outraged by their low level, the way of formulating opinions and the fact that they never enrich the society.“

IDEA: Exhibition of the Stupidity in Slovak chat rooms supported by The Frontline Club

KEY MESSAGE: Best debates are not in chat rooms. We cultivate debates. The Frontline Club

Main Channel - EVENTS: Touring Exhibition of the Stupidity in Slovak chat rooms Event consists of two main parts: A) Exhibition of the stupidity in Slovak chat rooms B) Workshops led by Front Line Club with important figures of Slovak society (f.e. Michal Hvorecký, Robert Bezák, Juraj Kušnierik, Shooty...)

Channel - SCHOOL ENDORSEMENT Cooperation with the high schools and universities - Media education in practice Engagement of the students by exhibition a workshop

Stakeholder engagement Front line club The main hero in the fight against Slovak stupidity Students from high schools and universities Main target audience Important figures A positive example of critical thinking, formulating attitudes Internet debaters An example of the dark side of Slovakia

Media relation Grand Opening of touring exhibition in Bratislava – report in nation media (f.e. Markíza, Radio_FM) Local events - content cooperation with the local portals in Slovakia and regional media (f.e. TV Patriot, Radio Piešťany) Owned Channels (web, Facebook Page, Twitter) Information hub - News, Tourplan, Programme, Streaming, Aftermovie