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Yl17 cyber 24

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Yl17 cyber 24

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Yl17 cyber 24

  1. 1. YL2017_24 1 1. VISUAL SUMMARY JE TO JENOM JAKO
  2. 2. 1. SUMMARY YL2017_24 2 • The „Jenom jako“ campaign is aimed to break the general opinion that civil partnership is a valid equivalent of marriage. The critical point is that there should not have be any differentiation or special status. • Campaign is trying to ridicule this general opinion through parodies taken in „just like it“ perspective of funny fake or insufficient substitutes in various situations. Goal is to open up an discussion about what actually marriage means in this context – validation equal right to confirm love. What is the campaign? • This will be driven from Facebook to a landing page and then in order to encourage an discussion to Ask.fm and Instagram.
  3. 3. The mainstream population sees the civil partnership as equal to marriage. We use this as a kind of a turning point for them. We would use it as a pathetic paraphrase in ridiculous combinations. The key message is that although it is proclaimed to be „just like it“ it clearly isn’t. We aim to communicate this on a clickbait communication on Facebook that would then be moved to web and futher possibly to be debated on ask.fm and visually embraced through instagram shots of ridiculous „just like it“ moments. The goal is not to immediately turn people in favour of gay marriage but to open up the debate on what it means for them as human beings longing to express their love in equal way. The solution We would sponsor an ambiguously appearing WSC Facebook ad indicating that gay marriage is now possible (a clickbait). WSC would be actually leading to a blind-page on praguepride.cz informing that the reality is „just like it“. It may seem as equal but it is an insufficient and unequal version. The serious message is lightened by ironic „just like it“ imagery that ridicules and tries to add a humour into the conversation. From the web we would then incorporate Prague Pride on ask.fm as a platform to let the debate happen. People could openly or anonymously talk about the topic ask their questions and lead conversation. The imagery of ironic situations would be set on a jenomjako instagram set up for the campaign. In act of support people could also use #jenomjako with their own paraphrases. Civil partnership is just like marriage. Accept it isn’t. It only appears as such. „Je to jenom jako.“ Truly the difference is the feeling of people involved. They want the regular, the same as others – equal. Just the sole need for creating this separate concept demonstrates clearly that civil partnership is not equal to what marriage stands for as an institution. An element of segregation is hidden in this propitiating gesture of the state. It is just a substitute for the real thing – not entirely a marriage, but made in an effort to feel just like it, letting the traditional marriage standing aside unreformed. Yet, according to studies marriage is in Czechia perceived mainly as a bond between two people who care for each other - a concept regardless of gender. The insight YL2017_24 3 The works 2. WRITTEN SUBMISSION OF THE CAMPAIGN
  4. 4. 3. THE USE OF 3 SOCIAL MEDIA PLATFORMS YL2017_24 4
  5. 5. • The WSC leading to a blind page would be the main trigger of the whole campaign. YL2017_24 5 FACEBOOK → WEBSITE →
  6. 6. YL2017_24 6 INSTAGRAM We are having a whiskey. Or“just like it” / “kind of”. This is an instagram. Or “just like it”/ “kind of”. • The imagery of ironic situations would be set on a jenomjako instagram set up for the campaign. • In act of support people could also use #jenomjako with their own paraphrases.
  7. 7. • Less typical platform would be used as the ideal and easy to use Q&A on the topic. • Directed from the website to the profile of „Jenom jako“, people could send their reactions and create a debate in which both sides could learn and understand each others view and feelings. YL2017_24 7 ASK.FM

Yl17 cyber 24

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