Getting media attention for CSR initiatives led by commercial brands is never easy. A fundraiser or donation on its own rarely qualifies as compelling editorial content. Newsrooms have their own rules — and a brand-led collection drive often simply isn’t enough. That’s why, with KiK, we chose not to communicate the activity itself, but the issue behind it.

 

THE FUNDRAISER NO ONE HAD HEARD OF (YET)

KiK launched a nationwide customer fundraiser to support family shelters across the Czech Republic. Customers in stores in all 14 regions could contribute financially, with the proceeds distributed among 14 selected shelters. But we knew one thing from the start: simply announcing the fundraiser wouldn’t generate meaningful coverage. We needed to avoid sounding self-promotional or transactional. Our core insight was straightforward — the media don’t tell stories about brands. They tell stories about issues that matter.

 

WHAT STRATEGY DID WE CHOOSE?

Our goal was not to promote the fundraiser itself but to open up a topic relevant to society as a whole. The fundraiser served as a legitimate starting point for communication and an entry into public debate. We therefore built our communication strategy around shifting the narrative — from “a brand-led fundraiser” to “a timely trigger for a broader societal issue.” Instead of talking about KiK, we opened a discussion about how shelters operate in the Czech Republic: their capacity limits, the shortage of accessible housing, the long-term impact of domestic violence on families with children, and the systemic barriers these facilities face.

 

MAIN COMMUNICATION PILLARS

 

 

 

HOW DID WE BRING THE ISSUE INTO THE PUBLIC SPACE?

We brought the topic of family shelters into the media through strong, substantive content that editorial teams could genuinely work with. We offered a combination of concrete data, authentic field experience, and credible spokespeople.

 

A crucial element was the collection of primary data directly from the shelters. We approached the customer fundraiser as an opportunity to gain insight into how these facilities function. Two ambassadors were involved in the implementation — Martin Feix, Head of Sales for Bohemia, and Tomáš Missbach, Head of Sales for Moravia — who divided visits to all 14 supported shelters between them. During these visits, they personally handed over symbolic cheques with the donated amounts, but also initiated in-depth conversations with management and clients. They mapped capacity limits, recurring life situations faced by residents, systemic barriers, and specific needs that the donated funds would address.

 

The insights and authentic testimonies collected became the foundation for the final press release and a nationwide media event designed to open a broader debate about how shelters operate in the Czech Republic. We also invited Zuzana Pidrmanová, Head of the Prevention Department of the Police Presidium of the Czech Republic, who provided up-to-date statistics, year-on-year comparisons, and the police’s perspective on domestic violence in the country. As a result, we offered the media a current and verified picture of the situation — not just secondary statistics.

 

PR Tools

• Core message – We highlighted systemic challenges faced by shelters, supported by specific data and quotes.
• Regional communication – Each handover of funds created a local media story with tangible impact. We combined organic coverage with targeted advertising in regional media and on their social channels.
• Personal cheque handovers – KiK representatives visited each family shelter in person. We coordinated photo and video production, quotes, and PR servicing for local editorial teams.
• Final media event – The culmination of the campaign, attended by national media and in the presence of the nonprofit organization ROSA.

 

 

MEDIA, SOCIAL, AND OWNED CHANNEL OUTPUTS

Thanks to the chosen strategy, the topic of family shelters appeared in leading national news broadcasts as well as regional media, in some cases becoming the main story of the day. It featured, for example, as the opening report of TV Nova’s main evening news. KiK was naturally framed as a partner sensitively and respectfully addressing complex social issues. Czech Television also aired a dedicated report in its flagship evening news programme Události, including commentary from experts with whom we had systematically prepared the topic. The content was subsequently picked up organically by media social media profiles, further extending the reach beyond traditional PR coverage.

 

However, we did not rely solely on earned media. We also worked strategically with the brand’s internal channels — particularly the company’s LinkedIn profile and the profiles of ambassadors Martin Feix and Tomáš Missbach. Posts from the field were published on an ongoing basis, keeping the professional and business community informed and naturally building anticipation ahead of the final media event. These posts ranked among the most successful pieces of content shared by the ambassadors that year.