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Yl17 cyber 11

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Yl17 cyber 11

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Yl17 cyber 11

  1. 1. 0. VISUAL SUMMARY An image summarizing the campaign – a presentation board. YL2017_cyber_11 1
  2. 2. 1. SUMMARY Our main goal is to tell the people, that it is not the same to be married and to have a civil partnership, it is not equal. We will show, what are the differences and what are the feelings gay partners can´t have. We ask for same feelings for them, which is not too much. For that we would use the claim „Give the feeling…“, which is variable for showing all the thinks, they could feel, if they would be married. It should activate the people, to make them think that by supporting the equal marriage for LGBT, they can give them this feelings. People over 30 years are mostly married, so they probably know, what it means for life and what it brings to them. This line about the feelings would be the connecting topic for all platforms. We would communicate on Facebook (more informative), Instagram (more visual) and YouTube (more emotional). We would create a microsite whith more information about the differences of marriage and partnership. We would link to it from Facebook. SUMMARY PICTURE INTEGRATED SOCIAL MEDIA CAMPAIGN SUMMARY (Max 150 words) YL2017_cyber_11 2
  3. 3. 2. WRITTEN SUBMISSION OF THE CAMPAIGN As the channels we chose the social sites Prague Pride already has. It would be hard to get the audience somewhere else and our target group is not very innovative in using social networks. The most of out target group is on Facebook and it gives us the opportunity to inform and put the button leading to the microsite. Instagram has younger users, however it tends to spread to older audience as well. By using hashtag #givethefeeling it could spread better. Youtube and its video format is a good way to show the humanity and people with feelings, emotions. We would make videos about asking people: „Why did you get married?“ They would talk about what it means for them, about the feelings. We would point at that all people have similar values and ideas about love and marriage. „Give the feeling…“ WHAT IS YOUR SOLUTION? We plan to gain the higher audience for the microsite, what would be the main platform to educate about the differences between marriage and civil partnership. We will gain the audience from Facebook by using the button „Give the feeling“ leading to microsite. We expect the highest reach on Facebook, because it´s the main social network used by our target group. From the beggining of the campaign we will be putting the videos on YouTube which will show, what marriage means to people and what are the feelings connected with it. We ecpect that the video could become viral because of equal rights are frequent topic for everyday discussion. Instagram content will also be based on showing the rights that civil partnership doesn´t have -> one message. Budget: Microsite (40% of production budget) videos (60% of production budget) social content and its support (100% of media budget) HOW DOES IT WORK? The message is, that marriage gives us some special feelings, which can´t be substituted. Marriage is more than just a paper. Our main claim is „Give the feeling…“ to make people identify with these feelings and want to give it to somebody else. They should realize that it is not common for everybody, that those feelings are connected to rights. On Facebook we would show the concrete feelings by funny and creative slogans and point this way at the rights what marriage gives („She is te best dad ever“). On Instagram we would focus on visualising the rights that brings the feelings. The main feelings we would communicate would be „safety“ (as marriage brings you common property and shared home), „confidence“ (makes you speacial for someone) and „equality“ (it gives you the same rights and participation in society). We would create a microsite with more information about differences and videos from YouTube. CREATIVE INSIGHT YL2017_cyber_11 3
  4. 4. 3. THE USE OF 3 SOCIAL MEDIA PLATFORMS FACEBOOK YOUTUBEINSTAGRAM YL2017_cyber_11 4
  5. 5. 4. THE USE OF 3 SOCIAL MEDIA PLATFORMS YL2017_cyber_11 5 • Facebook
  6. 6. 5. THE USE OF 3 SOCIAL MEDIA PLATFORMS YL2017_cyber_11 6 • Instagram
  7. 7. 6. THE USE OF 3 SOCIAL MEDIA PLATFORMS YL2017_cyber_11 7 • YouTube

Yl17 cyber 11

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