The equal marriage question doesn’t get the attention until
it’s someone close to you that is dealing with the topic. How
does it feel to be prohibited to have the same rights as the
majority of society?
Our campaign mediates this feeling through people we follow
or adore = Inﬂuencers build the core of our campaign. They
experience cyber hate as if they were gay.
We let the audience witness the real feelings caused by
mean messages written safely behind the screens.
We try to break phenomena of anonymity granted by social
media with cross promo campaign, focusing on 3 platforms
(Facebook, Youtube and Twitter) in intensive summer
campaign culminating in Prague Pride Festival 2018.
According to the charity character we count on inﬂuencers
non paid engagement therefore divide the budget into
minimal production costs of 10 000 CZK and media
promotion of 110 000 CZK.
INTEGRATED SOCIAL MEDIA CAMPAIGN
2. WRITTEN SUBMISSION OF THE
Show what’s happening behind the screens!
The campaign ought to raise awareness and
show actual affection of bullying hidden
behind the screens of our smartphones and
People long for stories and are keen to get
the ''Behind the screens look'' and that is
what we deliver them by seeing reactions of
their favorite online people going though
cyber bullying based on their sexual
We have chosen 3 Inﬂuencers > platforms
in order to deliver message to different target
groups and catch them in their common
Two picked inﬂuencers use their proﬁles as
a channel for publishing the kick-off videos
(preferred Facebook tool nowadays) and
continue with the content seeding.
One is widely known Youtuber and the other
belongs to group of Facebook Inﬂuencers.
The whole campaign also accompanies the
#NoGayHate used in every post and across
all social platforms.
WHAT IS YOUR SOLUTION?
The campaign based on inﬂuencers starts
with the ﬁrst kick-off video start in June and
continues with second persona's video in
Each inﬂuencer keeps their communication
on personal level. Alongside more inﬂuencers
to be approached during the campaign.
In the ﬁrst phase we target the huge
audience on Youtube in order to build
younger base with similar opinion and in
second one we aim to speak to older
audience with back up army and tested
patterns of functional posts and sponsored
Following Inﬂuencer's posts Prague Pride
share the videos to their proﬁles and continue
with the campaign content across the 3 social
1) Youtube - full videos containing the
reactions to hateful messages.
2) Facebook - shorter versions with one
message and posts containing Inﬂuencers
3) Twitter - sponsored tweets (ofﬁcial
account) and engaging to discussions.
HOW DOES IT WORK?
Social media as a platform provide the users
the anonymity and leads to freedom of
speech at its ﬁnest. This brings up also the
phenomena of cyber bullying and unsuitable
The LGBT community becomes easily victim
when it comes to homophobia and sexual
Even though our target group is ''moveable
middle’’ we decided to broaden our
audience by approaching also younger
generation who tends to agree with our
values more and offers the older group
another perspective therefore also functionS
This move enables confrontation of cyber
bullies by delivering the key message in their
own zone of safety, meaning social media
3. THE USE OF 3 SOCIAL MEDIA
4. THE USE OF 3 SOCIAL MEDIA
Youtube servers as the starting channel of
campaign reaching the huge audience of ﬁrst
inﬂuencer by posting kick-off video on his
channel - him reading hates against LGBT
community and describing how it must feel if
you're gay and want to get married.
After creating buzz, getting to trending videos
and connecting the younger target group we
repost to Prague Pride channel and start
campaign on other two social platforms.
Prague Pride uploads simultaneously every
new post (meaning every short video) to
channel and create campaign playlist
collecting the whole video communication to
There’s community manager moderating the
debate, explaining and in need also
intervening on Inﬂuencer's channel as the
topic requires precise knowledge and
5. THE USE OF 3 SOCIAL MEDIA
Prague Pride Proﬁle changes the cover photo
(coordinated with ﬁrst Inﬂuencer) and starts
posting according to editorial plan.
Timeline posts (combined with sponsored
formats) lead the communication focused on
younger group during the ﬁrst month by
showing the emotions of restricted love and
feelings of those who suffer with no chance of
equal future as the majority.
Afterwards (with respect to current mood) we
move to more serious tone of voice and more
convincing arguments during second month.
Prague Pride also keeps reposting events or
other activities complementary the usual
cooperation with other institutions.
Community manager remains focused on
fast, adequate, objective and mood
appropriate communication with fans and
builds the connections within the engaged
6. THE USE OF 3 SOCIAL MEDIA
By the nature and size of the social platform,
Twitter Proﬁle support the other two channels
and builds awareness and engagement
among the audience interested in daily short
bursts of information.
Prague Pride Proﬁle coordinates visual
changes with Facebook. Also Twitter is
included in media budget for sponsored
Community manager adjusts tone of voice to
the audience and also interacts to trending
topic in case of relevance and establishes