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Yl17 cyber 07

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Yl17 cyber 07

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Yl17 cyber 07

  1. 1. 1YL2017_cyber_07 only you can make them but we CAN also raise them! profile not for swiping, but for awareness rising about gay adoption right interactive posts to show gay couples can be just as good parents short formats to deliver the message that gays can raise many orphaned kids Only you can make them but we CAN also raise them! “While only traditional couples can take care of the childmaking, LGBT couples are prepared for the work part, which is giving education and love to children with no parents.”
  2. 2. 2YL2017_cyber_07 We want to convince undecided people to support equal rights of gays and lesbians to get married by showing the marriage as an intermediate stage for children adoption that is beneficial for both society and children themselves. Because now is the time for society to take the next step. To achieve this goal we are using emotional and humorous appeals through 3 social media platforms – Facebook, YouTube and Tinder. The climax of this campaign should come before and during the Prague Pride celebrations (7-13 August 2017). The aim is to show LGBT community not only as partying crowd but also inseparable part of our society that has the same rights as we do – rights to get married and to raise children. 1__summary
  3. 3. 3YL2017_cyber_07 Marriage means the beginning of journey through life. It is most often associated with terms like love, family and kids. And there are plenty of children that do NOT have their families, that have to grow up in an orphanage. Which can easily be solved once gay couples have the right to get married. Considering the target group, LGBT is often perceived as non conform, excentric and people hate them to show off. But in fact, they are just same as others. Our consumers don’t want to download dozens of apps, therefore we have to use only the most frequent and afinite channels. They are willing to change their minds when they or anybody they know or heard about can benefit from it. insight Our goal is to change the point of view. Supporting gay marriages is beneficial for the whole society, because gay couples are willing to take care of abandoned children and to raise them just as fine as traditional couples. We need to overcome that many are unwilling to see that by being a little edgy. That’s why our message is: “Only you can make them, but we CAN also raise them.” This is a strong statement saying that even though someone else took care of the “fun part”, process of childmaking also known as unprotected intercourse, LGBT couples are prepared for the “work part”, which is education, care and creating of loving environment for the children. our solution Through chosen social media channels of Facebook, Youtube, which are the most frequently used channels in our target group, and Tinder, which is the buzzer, we show that gay couples make great family, great parents. Every channel has its very own purpose. Facebook is the most mainstream and influential one in given target group, allows to interactively show that any nice parents are good solution for the kid. We use canvas to explain the idea more /see next slide/, gifs or 360° /see slide 5/ Youtube is based on the fact that while you can skip AD, you should definetely not skip ED. And gay couples can help with that. Using 6'' bumpers and 15’' unskippable prerolls. Tinder is the trigger to create buzz by pointing out that you have freedom to swipe, but gays do not have the choice to marry and adopt. how does it work 2__written submission of the campaign
  4. 4. 4 3__the use of 3 social media channels facebook Take a look why gay parents are great parents youtube tinder 6''storyboard Jenom vy je můžete stvořit ale i MY je budeme umět vychovat Jednou vpravo a může z toho být dítě My bychom jednou chtěli mít právo je vychovávat
  5. 5. 5YL2017_cyber_07 4__the use of 3 social media channels Whenever you stop this gif, there is right person to raise the kid GIF Take a guess, whether his cheering and loving parents are gay or not and then turn your phone to see 360°
  6. 6. 6YL2017_cyber_07 5__the use of 3 social media channels Sorry YOU can’t skip this AD but WE don’t want to skip his ED Same sex marriages brings opportunity to adopt orphaned kids Only you can make them But we also CAN raise them 6''storyboard 15''storyboard
  7. 7. 7YL2017_cyber_07 6__the use of 3 social media channels You can choose, with whom to raise your kids We want the chance too Maybe you are here to make a baby We want chance to raise one

Yl17 cyber 07

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