2. 1. SUMMARY
SUMMARY PICTURE INTEGRATED SOCIAL MEDIA
CAMPAIGN SUMMARY
YL2017_cyber_10 2
43 % of Czechs realize that the role of
marriage are weakening. More than
30 % disagree with gay or lesbians
marriage.
The goal of our campaign is show the
reasons why the gay marriage is a
good idea and support the whole
idea getting married.
We have 3 major platforms: YouTube
for spreading awareness, Instagram
for spreading knowledge and
Facebook for reach of entire
campaigns and thoughts. Since our
target audience (30+) are active
mostly on Facebook, we would share
our activations from YT and IG right
on Facebook through whole three
months.
3. 2. WRITTEN SUBMISSION OF THE CAMPAIGN
• Our solution is a cross-media viral
campaign that shows us why wedding is a
common outcome of a relationship - a
love affirmation / a celebration of love.
Therefore? Everyone belongs to the
“chomout”!
• That is our key message is: Everyone
belongs to the “chomout”. A message
that refers to the tradition of marriage.
We want to persuade our target group
through the stories of people who
support weddings - tell the story that
wedding is for all of us without a gender
difference.
• People believe more in people - their
loved ones. Therefore, the main heroes
of the campaign are ordinary people, not
actors. - it should have a sense of
campaign authenticity.
OUR SOLUTION
• How do we get it? We have 3 major
platforms: YouTube for spreading
awareness, Instagram for spreading
knowledge and Facebook for reach of
entire campaigns and thoughts.
• Phase 1: Awareness through pilot videos
on YouTube, communication of the main
idea
• Phase 2: Knowledge through Instagram -
Sharing your opinion under a campaign’s
hashtag. We want to create a viral
campaign.
• Phase 3: Facebook that will guarantee
the reach of the entire campaign and our
main idea
• We suppose the overlap to offline - a
photocell on Prague Pride festival with a
chomout filter (with a possibilitie share
the photos on Instagram) or
merchandise.
• Thanks to research and data, we can
expect the success of our viral
campaign.
HOW DOES IT WORK?
• Our target group is people (cca 30 %
from Czech population – mostly men
with university education or rich people),
who don’t agree with the weddings of
gays or lesbians. 34% of Czechs are
married to love, 33% of them have a solid
family and 28 % want to establish a bond
between themselves.
• Moreover, we know that 43 % of Czechs
realize that the roles of marriage are
weakening.
• The key point of the campaign is the
“chomout”, the classic symbol of
marriage. According to research, people
are aware of people's values of love,
family, bond and future in connection
with marriage. And this is what
“chomout” represents.
• Civil partnerships exist for ten years, and
the society has not collapsed yet. This
campaign wants to follow up and build
on it and shows that marriage is a crucial
step in any relationship without any
difference in orientation.
CREATIVE INSIGHT
YL2017_cyber_10 3
4. 3. THE USE OF 3 SOCIAL MEDIA PLATFORMS
YL2017_cyber_10 4
5. 4.
YL2017_cyber_10 5
YouTube – One pilot
video spot (cca 60 seconds
– we can cut it into several
parts and use it for Facebook)
with several type of
people (parents,
colleagues, siblings…)
who share their
powerful emotional
story about how they
want their loved ones to
have a wedding.
Chomout as a campaign
symbol will appear in
every scene.
6. 5.
YL2017_cyber_10 6
Instagram - a special layout
in which people write the
reasons why they think it's
a good idea to have a
wedding - go to
the”chomout”. They share
their reasons with the
hashtag #dochomoutu.
This layout they can
download on our website
www.praguepride.cz or on
our Facebook. Download
it, share it and support our
beloved ones.
7. 6.
YL2017_cyber_10 7
Facebook – we share the
videos from YouTube, the
reasons to marriage from
Instagramu,
cinemagraphs and GIFs,
daily content + customer
care, community
management
