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Yl17 cyber 21

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Yl17 cyber 21

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Yl17 cyber 21

  1. 1. YL2017 Cyber 21 1
  2. 2. 1. SUMMARY We present gay marriage in the most traditional place one can find in the Czech Republic – in a village somewhere in the South Moravia, where a gay wedding takes place. There is a solid expectation of contrasts but there aren’t any. We work with the fact that heterosexual and homosexual marriages share the same values (e.g. love, trust, support) that are even more obvious here, in a village, where inhabitants still keep habits intensifying these values. For message delivery we mainly use videos. The only contrast comes at the end of each video with a slogan. First line is a quotation of a grandmother of one of the grooms. It presents her simple logic. Followed by written statement that creates this real-life contrast. “Maj se rádi, tak se berou.” / „They love each other, so they marry.” Easy to say, so far impossible to carry out. Support gay marriage. SUMMARY PICTURE INTEGRATED SOCIAL MEDIA CAMPAIGN SUMMARY YL2017 Cyber 21 2
  3. 3. 2. WRITTEN SUBMISSION OF THE CAMPAIGN We want to show to our target audience that gay marriage shares the exact same values as heterosexual marriage. For this reason, we create an online campaign called “Our Big G Day”. It’s consisted of videos and photographs that picture gay wedding in the most traditional way, in the most traditional region of the Czech Republic (South Moravia). We use typical wedding habits, food, drink, folk costumes, music, families, and villagers. At a glance it may seem as a presentation of Moravian wedding traditions but in the end the gay couple is always incorporated in the content. We make this smooth twist to show two aspects: • Even in such an out-of-the-way village the broad spectrum of inhabitants (based on age, education) is perfectly comfortable with gay wedding and celebrate it without hesitation as they are used to. • Gay marriage meets all the requirements in values and traditions. WHAT IS SOLUTION? We use three social networks greatly used by our target audience: Facebook, YouTube (for uploading videos) and Instagram (special content, e. g. mood pictures, video teasers). The main communication channel is Facebook and “Our Big G Day” fanpage. Followers will be in touch with, what it seems to be, a traditional Moravian wedding and its preparation. They’ll meet a guide (one of the grooms) that documents and comments all the moments such as: • preparation of wedding kolache performed by a groom and his grandmother; • tying decorative myrtle with a ribbon; • group singing alongside the cymbalo with both grooms in folk costumes; • different people wishing the grooms all the best and all the love. In any video viewers will eventually find out it’s a gay wedding. By meeting both grooms, addressing to them, and by hashtag #ourbiggday and slogan placed at the end of each video. HOW DOES IT WORK? Gay community in the Czech Republic is accepted to a certain level. As well as the civil partnership. But when it comes to marriage, people become offended. Main beliefs about gay marriage are these: • it is against nature; • it doesn’t share the same values as heterosexual marriage; • it devalues the meaning of marriage itself. In the Czech Republic, marriage in general is still seen as a huge symbol of classical values, such as love, commitment, trust, support, faithfulness. Also as an important milestone in a relationship. The target group (over 30 years old) is consisted mainly of the people who are possible to be convinced about the rightness of gay marriage. These people tend to be oversensitive about straightforward display of homosexuality (for example kisses) or shocking examples, comparisons. CREATIVE INSIGHT YL2017 Cyber 21 3
  4. 4. 3. THE USE OF 3 SOCIAL MEDIA PLATFORMS • Users are reached by online banners (e. g. “Save the date, #ourbiggday is coming. 8. 7. 2017” that also announces the beginning of campaign, it will go on for two weeks) and paid promotion. • Last video that terminates the whole campaign is a wedding day mashup. With all special moments, emotions, joy, and successfully organized and carried-out wedding. • Each video ends with slogan. First line is a quotation of a grandmother of one of the grooms. It presents her simple logic. Followed by written statement that creates first real- life contrast in each video. ”Maj se rádi, tak se berou.” / „They love each other, so they marry.” Easy to say, so far impossible to carry out. Support gay marriage. Facebook • Motto: non-traditional wedding in a traditional way. • A supplement for Facebook posts that presents wedding theme in its complexity. • Consisted of recipes for traditional meals prepared by grandmothers and aunts (for example kolache, roast pork with dumplings and sauerkraut); mood pictures of merrymaking; video teasers. • #ourbiggday Instagram • Pre-roll commercials (targeted according to interests, age groups, gender) • Uploaded videos later shared on Facebook YouTube YL2017 Cyber 21 4
  5. 5. 4. THE USE OF FACEBOOK YL2017 Cyber 21 5
  6. 6. 5. THE USE OF YOUTUBE YL2017 Cyber 21 6
  7. 7. 6. THE USE OF INSTAGRAM YL2017 Cyber 21 7

Yl17 cyber 21

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