City of Prague

Creative social media

How we helped Prague residents see that European funds
are changing their city for the better

About the client

Thanks to European funds, Prague is transforming for the better, and we helped bring this change closer to its residents. Between 2014 and 2020, the Prague – Growth Pole of the Czech Republic Operational Program (OP PPR) supported projects in the fields of innovation, transport, energy savings, social inclusion, and education. Our goal was to show that these projects were not just numbers on paper, but real initiatives. Using creative formats and clear messages, we provided an understandable view of how European funds contribute to a better Prague.

What was our task

01

Raise awareness of specific projects supported by the OP PPR and their impact on the general public.

02

Ensure a multi-channel campaign with effective reach.

03

Inform Prague residents about the results of the program using various formats.

05

Support the promotion of a geolocation game launched on the occasion of the Czech Presidency of the Council of Europe.

04

Prepare and distribute a 40-page printed brochure summarizing all 18 projects supported in the given programming period.

How did we promote public involvement?

79%

Comprehensibility

Quantitative research conducted by STEM/MARK (October 2022) shows that the OP PPR information campaign was understandable to approximately 4/5 (79%) of respondents.

8

Formats

Within approximately 15 months, eight unique outputs were created in print, video, and audio formats as part of each of the nine campaigns to support the Operational Program Prague – Growth Pole of the Czech Republic.

9

Projects

The comprehensive campaign presented nine selected projects supported by OP PPR to various target groups of Prague residents in a number of different ways.

How did we do it?

Creative concept and visual identity

Multichannel communication

Production of
audio-visual content

We prepared a series of visuals that presented the nine selected OP PPR projects in an original way.
Each visual combined the face of a project representative with a colourful graphic element symbolizing the area impacted by the project.
We focused on representing different generations and social groups so that everyone could find their own story and easily identify with it.

Print advertising – articles in the Metro daily newspaper.
Online banners and social networks – dynamic content promotion.
Podcasts and radio spots – increasing reach through audio formats.
Video production – reports and video spots on key platforms.

We prepared and filmed video spots and reports at different locations throughout Prague.
We paid close attention to post-production and content optimization for maximum impact.

How did we do it?

Creative concept and visual identity

We prepared a series of visuals that presented the nine selected OP PPR projects in an original way.
Each visual combined the face of a project representative with a colourful graphic element symbolizing the area impacted by the project.
We focused on representing different generations and social groups so that everyone could find their own story and easily identify with it.

Multichannel communication

Print advertising – articles in the Metro daily newspaper.
Online banners and social networks – dynamic content promotion.
Podcasts and radio spots – increasing reach through audio formats.
Video production – reports and video spots on key platforms.

Výroba audio – vizuálního obsahu

We prepared and filmed video spots and reports at different locations throughout Prague.
We paid close attention to post-production and content optimization for maximum impact.

Challenges and how we overcame them