Without any code:
- Create a new custom event
- Create a new workflow (ideally, copy one that already works)
- On the "create" transition, change the "fire event" post-function to your new custom event
- Create/update your workflow scheme for the project(s) so that they use the new workflow for that specific issue type
- Change the notification scheme so that your "several people" get emailed when your custom event is fired
If you want to do it other ways (e.g without new workflows and/or events), you will need code, but there's plenty of addons in the marketplace that have already written that code for you
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