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Yl17 cyber 16

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Yl17 cyber 16

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Yl17 cyber 16

  1. 1. 1YL2017_cyber_team 16 #PairAsAny Curious? Surprise! It’s a Match! Engaged? Strange combination? Try before judge. Instagram no1 Reality is different than you think. Instagram no2 Not what you expected? Tinder Love feels the same for everyone. Facebook
  2. 2. YL2017_cyber_team 16 2 Summary Is there any difference in same sex relationships compared to the straight ones? No. Love feels the same for everyone.All couples want the whole world to know that they love their chosen one with commitment.And that they want to have a family together. We want to show that pair is a pair. It doesn’t matter if it’s boy and girl or boy and boy. We’ll attract people to a simple posts with a non-traditional pairing. When we get their attention we’ll show them the real differences. Differences set by law, just because this pair doesn’t meet expectations of society. People probably didn’t know about the differences before. After we show them differences between civil partnership and marriage, we let them think: „Why there are those strict differences, when feelings are the same?”All that every pair wants is to be loved and have a happy family.
  3. 3. YL2017_cyber_team 16 3 Creative insight We’re not trying to change negative opinion. We only offer information for undecided or people without opinion on this matter. That there is no reason to have a different law for LGBT marriage. Reasons to marriage are love and family. Non-traditional only means that it just doesn’t meet public expectations. We want to point out the differences betweent civil partnership and marriage. We sometimes think that unexpected combinations can’t work out together – but when we try them, we may figure out that they’re actually great! We believe, that stories about people from LGBT community or gay people won’t help the situation here. People can close their eyes too early. We try to avoid showing anything else so people can't say „I don’t care, I just don’t want to see.” What is our solution? We’re avoiding any branding and also shocking or negative feelings. We focus on questioning the differences in equality. Without pressuring them with our mindset. The first impression may be: „Hm, OK, strange combination. What is it?” Then they’ll see true information about differences between marriage and partnership in a form of photo visual with a claim: Pair as any. Then, together with visuals, we’ll just ask them in a copy: „Love feels the same for everyone. It doesn’t matter if it’s a boy or girl. Lesbian or gay.All that matters is that they love each other and they want to be together for the rest of their life.” There is literally no reason to be against it. We’ll show them the differences. That LGBT don’t want anything more than real marriage as everyone else. Equal marriage. How does it work Three used social media create a functional system that works together and targets our audience non- traditionally. Main channel of the campaign is Instagram. We’ll use two different user accounts. We’ll use one Instagram account and one Facebook account for delivering content about non-traditional marriage and unexpected ingredients. The third social media chanell will be Tinder. Why Tinder? Surprise. No one expects something else than selfies there. It’s already used across the country, regardless gender or age. Function is the same as for FB and Instagram: To lead on the second Instagram account. The link from all these channels will lead to the second Instagram account which will deliver broader context, data and information about campaign aims and reasons through copy posts. It should lead people to think about the differences between marriage and civil partnership. They should see that it’s not the same but the love is. Pair as any.
  4. 4. YL2017_cyber_team 16 4 Platform 2: Tinder Platform 3: Facebook Platform 1: Instagram
  5. 5. YL2017_cyber_team 16 5 Curious? Instagram is full of emotions, tastes, experiences, foreign places and feeling. People are looking for something unusual. We give them more than this. We give them knowledge, a theme to talk and a quick and easy way how to support the cause, talk to us or get involved with us by using hashtag #PairAsAny. We are using two accounts. One is part of the first line with Facebook and Tinder. We show non-traditional pairs with a significant hashtag #PairAsAny written over the photo. We comment it by a simple question and a pointer to the other account. Platform 1: Instagram 1+2 The web adress www.PairAsAny.com will redirect them to the second Instagram account. We’ll redirect them because people are sometimes afraid of shorten links. On the second account you will see myths about civil partnership or LGBT community dispersed by data or real stories. Users will stop on those posts, because they are not against same sex marriage they just don’t have a truthful information. We’ll deliver them all information they need to create their own opinion. Surprise!
  6. 6. YL2017_cyber_team 16 6 It’s a Match! What’s the best place where we can talk about relationships? Of course, Tinder! Some found the one, some summer love and some just a friend for a night. People on Tinder are open to talk about relationships, sensitive themes and you catch them in their moment of free time where they swipe after swipe. There’s a much smaller chance to just miss a post like on other social media. Platform 2: Tinder We all know food pairs like hotdog and bun or coffee with cake. But that doesn’t mean that non- traditional doesn’t match! Just like in real life. It doesn’t matter who you love. Love feels the same for everyone.
  7. 7. YL2017_cyber_team 16 7 Engaged? Like me! Share me! Comment me! Unless you are actively interested in a matter of LGBT you probably don’t know much about difference between civil partnership and marriage.And a lot of other things. ALOT.Your social bubble will make sure of it. We’ll show you something different. Not just babies of your high school friends and laughing shutterstock photos. Stop for a while, because you’ll see something a bit different. But, just a little bit. Your share can change lives. Platform 3: Facebook

Yl17 cyber 16

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