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Yl17 cyber 17

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Yl17 cyber 17

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Yl17 cyber 17

  1. 1. YL2017_cyber_17 1 YOU DON’T HAVE ENOUGH RIGHTS CAMPAIGN ECOSYSTEM LANDING PAGE YOU DON’T HAVE ENOUGH RIGHTS
  2. 2. YL2017_cyber_17 2 YOU DON’T HAVE ENOUGH RIGHTS CAMPAIGN SUMMARY Many people in Czech republic still do not see the problem of marital inequality and do not understand the difference between registered partnerships and marriages. We will let people think about what someone considers to be a matter of course can be difficult for another person to achieve. We will show them in a simple way how does it feel when they are not able to do something because of inadequate and unequal rights.
  3. 3. YL2017_cyber_17 3 INSIGHT People are getting married out of love and they consider it a bond of two loving people. People though still can not identify with someone from LGBT community - someone who is very different from them. Awareness of registered partnerships is high, but most people do not know what the differences are between partnership and marriage. The target group spends time on social networks, mostly looking for entertainment - watching online videos or series and sports matches, or looking for news – watching the events in the world and the news of their friends. OUR SOLUTION We will show people that what someone considers to be a matter of course can be difficult for another person to achieve. On channels and social networks where the target group is naturally present, we will show them in a simple way how does it feel when they are not able to do something because of inadequate and unequal rights. HOW IT WORKS We chose three social media which the target group naturally visits and spend time there mainly for fun: Stream.cz, Youtube.com and Facebook.com. As people want to consume content, we'll surprise them with a simple message - you do not have the right to watch your favorite show, what if you do not have enough rights to have your partner’s children as a record on your ID officially or if you do not have the right to divorce. We draw attention to the fact that in our society we still do not have equal rights and it is fair to give the LGBT community the opportunity to marry with its benefits. At the same time, we draw attention to the difference between registered partnership and marriage, and we explain it in detail on the landing page of Prague Pride website. YOU DON’T HAVE ENOUGH RIGHTS ABOUT THE CAMPAIGN
  4. 4. YL2017_cyber_17 4 YOU DON’T HAVE ENOUGH RIGHTS USE OF SOCIAL MEDIA PLATFORMS
  5. 5. YL2017_cyber_17 5 YOU DON’T HAVE ENOUGH RIGHTS STREAM.CZ Stream.cz, as a social media channel full of various shows that target audience regularly watch, is the ideal place for communicating the message. The apparent obstruction of watching the video shows a situation where one does not have an impact on what he usually does not have a problem. Through the pop-up they can simply click on your program to continue watching, or, if they are interested, for more information go to the landing page with complete information.
  6. 6. YL2017_cyber_17 6 YOU DON’T HAVE ENOUGH RIGHTS YOUTUBE.COM Another social media platform where the target audience is naturally present is YouTube. Using a short, non-skipping pre-roll in combination with an accompanying banner, we show people clearly what it means to have insufficient rights. Pre-roll will have several creative copy options depending on the type of content the user is watching.
  7. 7. YL2017_cyber_17 7 YOU DON’T HAVE ENOUGH RIGHTS FACEBOOK.COM This is the platform where most of our target audience spend time getting their friends’ news or most important current events. We will raise awareness of the problem with same-sex marriage with the same message as on the other social media platforms. We will have more different creatives of animated videos. Videos will show situations you do not have enough rights to make people identify with LGBT’s community situation regarding same-sex marriage.

Yl17 cyber 17

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