Lagardere Active CR

www.lagardere.cz

Active 24

Agender

The project aims at a positive and statistically significant change across society in perception of the equal opportunity issue, through massive media publicity making use of the most powerful radio stations in the Czech Republic. This change shall be verifiable through independent market research. The general aim is a long-term, continuous media platform for the communication of equal opportunities issues to the broadest target group: everyone aged between 12 and 79, primarily listeners of the Lagardere Active CR radio stations and websites with a total reach of 5.8 million people. We want to achieve this by offering positive opinion models, both from among the popular presenters of the radio stations Frekvence1, Evropa2 and radio BBC/Zet, and through the networking of listeners and interest groups. The principal tool shall be 150 radio programmes (segments) and the website www.profairplay.cz. In 12 months, we will achieve a situation where less than 10% of listeners of Lagardere radio stations will be able to declare not coming across the issue of equal opportunity in their radio stations’ broadcasting. Additionally, listeners will experience a statistically significant change towards positive perceptions of equal opportunities and, on top of that, at least 30 organisations/projects in this area will be networked.

approximately 233 962 EUR