Every person in a relationship, gay or straight, shares similar feelings, goals,
and needs towards their partners.
Sometimes we may even be suprised by who has a strong relationship
because we weren’t open to seeing it.
Relationships are more comfortable to understand for our target audience
coming from a man and a woman rather than a gay couple.
We create a series of online films where a man and women read love letters
to each other out loud. The films would be very human and intimate with
the occasional joke here and there. After watching, the viewer will have
chance to decide if they think the couple would have a functioning marriage.
What the viewer doesn’t know yet, is that the letters were written by a gay
couple. By showing their support for the marriage they are actually
supporting an equal marriage.
How it will work?
A person should be able to
understand a relationship without first
succumbing to stereotypes.
Working together with major social
media platforms such as Facebook,
Instagram and YouTube we integrate
a built-in Agree button to the videos.
At the end of the first segment people
would be asked for their support via
our bowtie icon. Then we reveal that the
letters were not written by the people
in the video, a call to action would
appear and link to more information
about the issue.
Each click would be shown live via our
Short edits of our
video would be used
as paid bumper ads
between videos .
cutdown of reveal and
Working closely with
influencer who are part of
the LGBT community, we
invite gay couples to open
further the conversation
under the hashtag
The number of people whom agree that our couple should get married is shown live on our campaign hub where we also have
information about marriage equality issues, our couple from the videos and the Prague Pride organization.
Working directly with
our media partners,
we anonymously share
content videos via their
social media platforms.
Supported with paid
“bowtie” button, reveal
Our Relationship goals
Integrated social media campaign
Prague Pride fights for breaking common
stereotypes about homosexual community as
well as for achieving the possibility of same
Our goal is to change the perspective of
those people, who haven’t decided yet whether
or not they support same sex marriage while
showing all relationships have the same values.
We create a series of online films where a
man and women are reading intimate love
letters to each other out loud. The letters
were written by a gay couple; the man and
woman in the videos are relatives on either
side of the couple who are helping speak for
them publicly so that it is “less intrusive” for
The majority of our target audience aren’t
actively engaged in more than subscribing
to appealing content, etc. We will reach them
via channels they are familiar with – youtube,
facebook and Instagram.
2. Written submission of the campaign
Most people in a relationship share the same goals
like get married and living happily ever after.
Sometimes we may even be suprised by who has
a strong relationship because we weren’t open to
Unfortunately relationships are more comfortable to
understand for our target audience coming from a
man and a woman rather than a gay couple.
This attitude does not represent an expression of
intolerance towards the LGBT community, but rather
the fear of an unknown because they can’t identify
Our target audience represents a man or a woman
above 30 living married or in a relationship.
How can we convince our audience to take a
step back and look at things from a different
We will remind them about the basics of a strong
relationship, and then show that relationship to
them in a different light. Maybe a bit more colorful.
Creative insight Solution How it will work?
That’s why we create a series of online films where
a man and women read intimate love letters to
each other out loud. They are remembering how
they know each other, talking about their partners
habits that drive them crazy, and why they still love
After watching, the viewer will have chance to
decide if they think the couple would have a
The letters were actually written by a gay couple;
the man and woman in the videos are just relatives
on either side of the couple who are reading the
letters in place of the gay couple.
The video would end with the information that
the couple doesn’t have the opportunity to legally
marry; the man and woman are seeing each
other for the first time.
We create strong, emotional content with a
clear message, which is easily understandable
for our target audience.
We use the popularity of current youtube video
formats– cute couples vlogs and their relationship
goals, funny videos where people meet strangers
for the first time.
Working together with major social media
platforms such as Facebook, Instagram and
YouTube we integrate a built-in Agree button to
> We run short paid bumber ads on youtube to
draw our viewers in.
> We engage our media partners such as Marie
Claire, Joy and other lifestyle channels to upload
the videos via their accounts while supporting it
with paid targeted advertising.
> We ask influencers in LGTB community co-
operate, communicate the message and open the
> We engage the users who’s interest we sparked
with a CTA leading them back to the campaign
Hub for more information.
3. Use of three social media platforms
YouTube Facebook Instagram
4. Use of YouTube
As our campaign is heavily video content
driven, the first and main platform is Youtube. In
an age where we absorb so much information via
video, YouTube is the perfect place to catch the
attention of our audience.
We start with short edits of our film as paid
bumber ads to draw our viewers in.
After watching the intimate reading, the viewer
has the option to respond if they think that the
couple should marry, skip the spot or watch further.
In the event they agree the two should marry
or they continue to watch the spot, we reveal
to them that the letters were actually written by
people other then the ones reading and that they
actually support gay marriage
This is followed up by a CTA to the Campaign
Hub where they can watch more videos, learn
information about marriage inequality and the
Prague Pride organization.
5. Use of Facebook
Facebook is also a key tool in this campaign. Since
we are targeting a more passive digital audience,
it is very important to engage users with interesting
content without revealing the message at the
That is why we engage our media partners such
as Marie Claire, Joy and other lifestyle channels to
upload the videos via their accounts.
We support this with paid advertising targeting
various regions in the Czech Republic, mainly
outside of major cities while concentrating on our
main undecided demographic.
Here we share the full videos and open up the
conversation for people to debate the issue.
We engage the users who’s interest we sparked with
a CTA leading them back to the campaign Hub for
6. Use of Instagram
Lastly we come to instagram, which is just
as important to our campaign as the first two
channels. Using the Prague Pride instagram profile,
as well as influencers in the LGBT community,
we challenge people to write down what it is they
love about their partner and record videos of their
relatives and friends reading those letters out loud
to each other.
Here we are engaging users in the conversation
in a more active while getting the message out
to other people that would traditionally be out of
We host the content under the campaign specific