The Protective Reflex
Services
Art Direction
Graphic Design
Client
Prevent99.cz
Location
Prague, Czech Republic
Year
2026
Credits
Agency: VML Prague
Art Director: Olga Ricart Torreño
Copywriter: Öykü Aydin
Info
Competition entry for Young Lions 2026 Czechia. PREVENT 99 provides prevention services across South Bohemia, reaching families facing addiction, neglect and crisis before it's too late. The brief: make small and mid-sized business owners see prevention as their responsibility too, not just a government or charity concern.
INSIGHT & STRATEGY
Business owners share the same streets as the families PREVENT 99 serves. And on those streets, people already act on the instinct to protect others without thinking twice. That reflex is universal. We built the campaign around that human truth, speaking to business owners from a place of strength rather than guilt.
Creative Idea
Check the CCTV of any small business and you'll find them: unscripted moments of people stepping in to protect strangers, without hesitation. We reframed those moments as acts of prevention in their purest form, asking business owners to extend that same instinct by supporting PREVENT 99. The CCTV-style visual was created using AI image generation, with all creative and art direction remaining human-led.
