2. 1.
SUMMARY
Prague Pride is an organisation best known for
its summer festival, mainly prominent for its Pride
parade happening annually since 2011. The
festival is targeted towards not only LGBT
community but the mainstream population as
well. In the year 2016 more than 40,000 people
attended the Pride Parade. This year’s topic is
equalization of the marriage institution.
We want to talk mainly to 55% of Czechs –
people who are not against LGBT rights
equalization, but hesitate when it comes to The
Act of supporting. We talk to people over 30
years of age, actively using social media.
We decided to use three channels and avoid
being pioneers in using newest social media
trends. We believe that our people want clear,
funny, strong and direct message that would
make them think and later decide.
SUMMARY
PICTURE
INTEGRATED
SOCIAL
MEDIA
CAMPAIGN
SUMMARY
(Max
150
words)
YL2017_cyber_15
2
3. 2.
WRITTEN
SUBMISSION
OF
THE
CAMPAIGN
Using three social media platforms
to show our target group that their
fear of the unknown is more funny
than justified.
In the main video we show people
how absurd sometimes our fear can
be and we explain that in the end of
the day, if they support LGBT
marriages, nothing much will change
in their lives. Like this we answer
their biggest doubt – Don’t worry,
you’ll just make a few thousands
people happier, but besides that…
NOTHING’S GONNA HAPPEN.
(NIC SE NESTANE.)
To spread the idea we want to use
newest options of communication,
but more effectively than “wowely”.
WHAT
IS
YOUR
SOLUTION?
(Max
150
words)
Phase 1: Hero video making us
laugh down our fear right into its’
face. We’ll use Facebook to create
awareness and reach the most
people. We’ll also bring their
attention to upcoming pride in
Prague.
Phase 2: We continue in sharing
questions with obvious answers to
make people think – Yes, it’s that
simple! Nothing’s gonna happen
actually. We’ll spread the word
mostly on Instagram and YouTube
bumper ads.
Phase 3: We get people ready to
join the Pride (and the discussion).
We create livepolls with “crucial
dillemmas”. Users can also present
their opinion with frame studio filter.
HOW
DOES
IT
WORK?
(Max
150
words)
More
than
half
of
Czechs
think
LGBT
people
should
have
equal
rights,
but
also
doubt
when
it
comes
to
stepping
up
for
rights
of
LGBT
community.
They
can’t
imagine
the
real
impact
of
possible
equality
on
the
society
and
their
lives.
They
also
feel
unsure
when
answering
the
quesRon
“Why
would
you
support
them?”
(LGBT
community)
CREATIVE
INSIGHT
(Max
150
words)
YL2017_cyber_15
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4. 3.
THE
USE
OF
3
SOCIAL
MEDIA
PLATFORMS
KICKOFF VIDEO
LIVEPOLL ATTRACTIONS
FACEBOOK
BUMPER ADS - STRATEGIC
CHANNEL TO RETAGET OUR
AUDIENCE.
YOUTUBE
SCREEN TOPICS FROM VIDEO
SERIES OF PRESUMPTIONS
INSTAGRAM
YL2017_cyber_15
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5. 4.
THE
USE
OF
FACEBOOK
VIDEO
We
ask
a
quesRon
and
answer
it
with
ironical
hypothesis,
supported
by
images:
“You’ll
slim
down
drinking
beer…
You’ll
be
less
aVracXve…
You’ll
start
loving
your
job…”
In
the
final
shot
we
say:
“But
most
probably…
nothing’s
gonna
happen.”
LIVE-‐POLL
SERIES
We’ll
show
people
the
same
two
pictures
and
let
them
vote
with
symbols.
“This
is
a
bunch
of
bananas
from
LGBT
equal
world.
Another
bunch
is
from
current
world.
Vote
for
your
favourite!”
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6. 5.
THE
USE
OF
INSTAGRAM
1.
We’ll
use
screenshots
from
the
main
video
to
keep
up
the
discussion.
2.
We’ll
create
a
series
of
anRcipated
presump@ons
“discovering”
obvious
things.
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7. 6.
THE
USE
OF
YOUTUBE
We’ll
use
YouTube
as
a
strategic
channel
to
interrupt
users
and
get
their
a_enRon
to
the
sound
speaking
the
text,
visualized
on
the
screen.
The
“issues”
will
get
users
to
websites.
YL2017_cyber_15
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