Marketing changes the world
– psychological warfare and
macro marketing activities
- Preventing the traditional violence at the Pride Parade
events in Belgrade, Serbia (Europe)
The Omega Project™
Focus on the big (macro) picture
allows us unique actionable and
The goal is to manage macro
cultural processes, to advise in that
goal and prevent potential
detrimental trends in any country.
The Omega Project
- explained in action
Equilibrium – The Omega Project™
Example of macro marketing
Stopping violence at the Pride Parade
“Hybrid psychological warfare waged
with macro marketing”
Around 130 people were injured in Belgrade,
Serbia due to violence by hooligans
Equilibrium – The Omega Project™ used
the project and solved the problem free for
its global PR and managed to untangle
complex interests so that the event could be
organized without any violence in 2014.
Due to security concerns the Pride parade
was canceled in 2011. 2012. and 2013.
From a macro perspective LGBT groups do not
communicate with ultra-nationalists
The direct costs of the Pride Parade in 2010 were hundreds of million EUR.
Intangible expenses to Serbia due to postponed EU integrations – immeasurable
Geostrategic opportunity to blackmail Serbia on other conditions (border disputes)
If you finance both groups with 200.000 EUR for one single event, mayhem is certain.
We found evidence that both parties were financed by the same source.
To solve the problem we needed to understand
all stakeholders and their interests
the religious communities
to accept LGBT
and not cause violence
To focus the media
attention in proper
To handle and disarm
To influence powerful
To make activists
change messages that did not work
with the targeted public
with a broken stateOur tactic: Find the most valuable
interests for each group and then
increase costs for improper
behavior and increase benefits for
ON THE FOLLOWING SLIDES ARE JUST SMALL PART OF ACTIVITIES UNDERTAKEN
Example of communication problem
Before each Pride Parade the activists, harshly discriminated in their younger days,
wanted to use the media attention to kick back the entire public clearly motivated by
vengeance. They were mostly motivated by the spotlight and ability to retaliate to
those who they perceived as a threat (almost everyone)
Their leader on the picture shown to the right from 2013 is sitting on a toilet seat sending a
Minister in the Government a message indirectly to “have anal sex with him” some days
before the Parade. The picture was headlined by the media. Although that type of behavior
may be normal for many in the US and Germany, in South East Europe is seen as impolite
and provocative as sex is not yet a commodity there but people prefer to speak about
making love, not sex. These mistakes led to constant increase of homophobia in Serbia
according to independent UNDP research with every Pride parade.
To directly prevent financing of this leader we ran a facebook ads with this picture asking
“Excellences” (their financiers being some ambassadors and thus “excellences”) why they
did not finance a better alternative to achieve measurable results? While sharing evidence
that the same group finances both, the organizers of the Pride Parade and the hooligans.
It is how instead of LGBT activists in the
movement many radical anarchists were
infiltrated who did damage and provoked
before each Pride parade with some acts
which were counter-productive in increasing
the acceptance of LGBT people in society.
We created an alternative to influence activists
To provide a better alternative we recorded a professional video and applied for a
Guiness World Record in LGBT couples kissing at the same time and place and
recorded an invitation movie for all LGBTs around the world.
The concept of love is more accepted in that part of Europe and Pride is seen
negatively by default. It was unwritten condition that if the activists who organized
the Pride parade continue their mischief, that we would go forward with the concept
and replace them from the spotlight. And all they cared about was the spotlight.
We educated aware and well-educated activists
We made a temporary organization which promoted the common scientific views
on LGBT written with religious subliminal messages and texts written with
Cyrillic's letters, which may superficially be seen as the work of “nationalists”.
By doing so we filtered open-minded from close-minded LGBT activists.
We started a vivid discussion on the brick of conflict between the well-educated
LGBT who understood the underlying science and those who assumed
automatically it was just another plot of nationalists homophobes focusing the
discussion and learning process within the LGBT community.
In the discussion we identified useful allies we invited to our online influence
group which we coordinated to put comments on posts and shape public opinion.
We created additional costs for hooligans
The core financial source of the radicals was identified with proper conversation
with the right-wing activists. We made a NGO project to connect with them and
understand them better. We got the information by seeing the world as they do. The
same groups financed both LGBT groups and nationalist NGOs.
We connected the core nationalist organization with Western foreign interests that
sponsored them. Being financed by foreign country is seen negatively for
nationalists so other organizations refused to further follow the central organization.
We supported, an NGO to execute a lawsuit on the basis of hate speech towards the
leader of the core organization. We convicted the leader for hate speech.
The Pride Parade in 2014. and 2015. was organized without
any violence and Serbia got positive global PR
Around 200 security organizations from
almost all nations around the world
were noticed of our work. And we
started receiving some proposals for
Case study main points
1. We know how to handle complex, multi-dimensional
problems involving many perceptions of individual
realities and interests. All according to law.
2. We can manage interests and perceptions in a cost-
effective way to bring about desired changes.
IDEA THAT EVERYTHING CAN BE BETTER™
Gabriel V. Emanuel, CEO
Better Humanity Inc. Suite 66, Ansuya Estate,
Revolution Ave. Victoria, Mahe – Seychelles