The main theme of the Duke of Edinburgh's International Award (DofE) campaign, created in collaboration with Karel Kovář (Kovy), is everyday heroism. The campaign was co-created by marketing strategist Martin Ježek and artist and director Jakub Jahn, who was behind, among other things, the recent successful spot for the non-profit organisation Freedom for Animals, or the dance film New Normal, produced by the Laterna Magika ensemble for the National Theatre.
The implementation team decided on the theme of everyday heroism because in the difficult times that young people have been experiencing over the past months and years, it is necessary to give them content that will give them a helping hand and support them. It will give young people the motivation to work on themselves, set regular activities, not give up, and persevere. It inspires them to help those around them, spread goodness, and change the world. All this through DofE, as a non-formal education programme. And that's what the new Heroes Every Day campaign is all about.
In it, Kovy acts as a guide, taking young people through the concept of heroism and explaining how they too can become everyday heroes. Footage of Kovy is intercut with input from DofE participants who give snippets of what taking part in the programme has given them in their lives. The whole concept is one of challenge, adrenaline and determination.
The DofE is running the campaign on its social networks, through the Ámos platform at schools across the Czech Republic and through outdoor advertising made possible by the BigMedia Foundation.
WATCH VIDEO HERE.
