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Yl17 cyber 19

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Yl17 cyber 19

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Yl17 cyber 19

  1. 1. INSTAGRAM user generated content - insights from research + reposts VISUAL SUMMARY EVERYBODY ALREADY REGISTERED IT... WE MADE THE COMMITMENT, NOW WE JUST WANT THE STATUS AND THE SAME RIGHTIS MEDIUM Facts about gay partnerships / marriage - controversional headlines FACEBOOK Communicating the register unequality in a funny way + presenting LGBT wows We decided to use already existing microsite and social networks. We don‘t see a point in opening new channels while there are new ones exactly for this purpose. Also it will help us with the budget. We will lead the visitors on different parts of the website according to the source of traffic.
  2. 2. 2YL2017_cyber_19 SUMMARY INSTAGRAM user generated content - insights from research + reposts VISUAL SUMMARY KAŽDÝ UŽ TO ZAREGISTROVAL, ALE MY SE CHCEME VZÍT. WE MADE THE COMMITMENT, NOW WE JUST WANT THE STATUS AND THE SAME RIGHTIS MEDIUM Facts about gay partnerships / marriage - controversional headlines FACEBOOK Communicating the register unequality in a funny way + presenting LGBT wows We decided to use already existing microsite and social networks. We don‘t see a point in opening new channels while there are new ones exactly for this purpose. Also it will help us with the budget. We will lead the visitors on different parts of the website according to the source of traffic. There are differences between straight people and homosexuals, but they don’t need to be in short-term future. As people can’t really tell the differences between RP and marriage we see our goal in telling them and create educative and persuasive content that helps to change the mindset about equal marriage rights. Our message is “Každý už to zaregistroval, ale my se chceme vzít.” (Everyone already registred/noticed, but we want to get married.) Playing with word register as capturing the information “Have you registred(noticed) this? We want to get married.” as a twist so people see the difference not only in the rights but also in the absurd name – registred partnership. When the right time (and person) come, we all just want to get married the way we want. The call to action of campaign is “Buď fér” (Be fair and let us have the same things you have) to be consistent with the website www.jsmefer.cz
  3. 3. 3YL2017_cyber_19 WRITTEN SUBMISSION OF THE CAMPAIGN CREATIVE INSIGHT WHAT IS OUR SOLUTION HOW DOES IT WORK Most of the population wishes gay commmunity the best, they want them to live together with the same rights as they have. Unfortunately they also believe, that the partner registration provide gay community with all of the key rights as marriage… and that is not true. We will challenge this opinion by showing that gay couples are already doing all of the important stuff from marriage, they take responsibility for each other, they take care, they love each other, a lot of them already are part of the children lives… So they already made the commitment, they just want the rights that goes with it… and they also want to have a wedding…. a big, beautiful, normal WEDDING. So their mums and themselves can be happy and proud. (Also the registration itself sounds as something one would rather avoid instead of connection with our loved one.) As Prague Pride profile is “too controversial” for unsure TA we decided to use already existing “Jsme fér” page focusing on gay marriage. We will present the gay couple life as “already married life”, just without the weding and the rights. We will show the importance of the relationship and point out the difficult position LG community have due to uneven rights. With pointing out the differences, between the marriage and registration that need to be changed, we create arguments to LG community so they can easily spread the message among their friends and relatives online or offline. On Instagram we encourage different audience to share their opinion and create little buzz not only in online but also offline by talking and discussing about the problem with relatives and friends. On Medium we want to serve the truth, no sugaring, simple facts with slightly controversial headlines that catches attention and make people CTW on article from Facebook. The articles are written with little exaggeration but consist of real and true facts and comparasions so that people can easily understand the disparity, rightaway catch the point and show support. Using already existing site and SOME profiles “Jsme fér”. Through discussion platform and form on microsite we are able to gather authentic content which will be used for Instagram, but also as one of sources for Medium articles. As our audience isn’t present on social media on daily basis we needed one more stable channel — Medium. From articles we send readers to specific part of jsmefer.cz most suitable to the topic. Main traffic to Medium is from Facebook, where we divide disscused topic from article into several types of posts with different objectives, emotion and persuasive argument. For posts that really resonates with the community we want to use PraguePride page for sharing post with “shareable/viral” potentional to grow traffic among the used platforms. Our goal is to create ecosystem, witch will provide us relevant content. Interesting and engaging blog —> Shareable FB posts —> More people interested in problem more voting/signing/shared opinions (Website) —> Content for Instagram / Ideas for blog posts —> more engaging articles ….
  4. 4. 4YL2017_cyber_19 THE USE OF 3 SOCIAL MEDIA PLATFORMS FACEBOOK INSTAGRAM MEDIUM
  5. 5. 5YL2017_cyber_19 FACEBOOK
  6. 6. 6YL2017_cyber_19 INSTAGRAM
  7. 7. 7YL2017_cyber_19 MEDIUM Clear layout provides more focus on the message in the article better than any other platform. The content is focusing on diferences between marriage and regisration, together with tips and insights from LG (couple) life. Thereareonly14spotsinCzechrepublicwhereyoucangetregistered. Andnoneofthoseisreallynice... Themaindifferencesbetweenheteroandhomoloveis... Therearenone.Loveisjustlove...

Yl17 cyber 19

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