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Yl17 cyber 27

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Yl17 cyber 27

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Yl17 cyber 27

  1. 1. 1 YL2017_cyber_27 INSIGHT Most kids in the Czech Republic are looking forward to summer holidays, because they can take a break from their parents for a while. However, there is about 8 000 children for whom holidays are not the same pleasure as for the others. Kids from foster home are going for their best holidays 624 902 views Kickoff case video: interview with foster home kids about their holiday wishes Custom camera filters to express support for the movement Kids create holiday stories on their new influencer parents‘ channels Have you ever asked children about their opinion over equal marriage? IDEA As people do not see any difference between civil relationship and marriage, we will trigger a special movement called #ParentsForHolidays. We will allow kids from foster homes experience real getaway holidays with borrowed LGBT „parents“.
 In this way, we show that rights of LGBT community are not equal to heterosexual couples.
  2. 2. 1. SUMMARY Our challenge was to get undecided Czechs to support equal marriage – the right of LGBT people to marry. Majority of Czechs agree that LGBT people should have the same rights, however, they do not clearly see the difference between civil partnership and marriage. That‘s why telling stories about equality would not be enough. 
 We decided to start a real story instead. We let children who were not lucky enough to grow up in hands of a married couple to speak up if they would mind spending holidays with two dads or two moms. Moreover, it‘s not us who create the stories in social media; it‘s them. SUMMARY PICTURE INTEGRATED SOCIAL MEDIA CAMPAIGN SUMMARY YL2017_cyber_27 2
  3. 3. 2. WRITTEN SUBMISSION OF THE CAMPAIGN So far, the LGBT community talked mostly about itself. Now it‘s time to talk about how having the same rights can be beneficial to the whole society. We will trigger a special movement called #Rodicenaprazdniny - #ParentsForHolidays, 
 allowing kids from foster homes experience real getaway holidays with borrowed LGBT „parents“. By doing this, we will also demonstrate that couples from LGBT community can be parents only for holidays due to the law. By no means could they provide equal fulltime care to heterosexual couples. WHAT IS YOUR SOLUTION? Igniting public discussion: We will ask kids from foster homes about their dream holidays and whether they would mind spending them with two dads / two moms. We will shoot the answers and turn them into a case video. Inviting journalists to see the video up front and talk to the kids does not seem like a bad idea to us. Pouring on more oil to the fire: We will send the kids on holidays with famous and respected Czech influencers, who - by the way - happen to be lesbian/gay. For authenticity and impact, kids will post holiday stories onto influencers‘ social media channels. Filing the final argument: When the kids do not mind, why do you? We will motivate all folks to join the fight by signing their content with #Idontmind hashtag. Not the usual way; we will explain later on. HOW DOES IT WORK? Most kids in the Czech Republic are looking forward to summer holidays, because they can take a break from their parents for a while. However, there is about 8 000 children for whom holidays are not the same pleasure as for the others. CREATIVE INSIGHT YL2017_cyber_27 3
  4. 4. 3. THE USE OF 3 SOCIAL MEDIA PLATFORMS YOUTUBE Kickoff case video: interview with foster home kids about their holiday wishes and revealing our surprise FACEBOOK Custom camera effects so that people can easily support us INSTAGRAM Kids create stories 
 on „parents‘“ influencer channels YL2017_cyber_27 4 Kids from foster home are going for their best holidays 624 902 views
  5. 5. 3. THE USE OF YOUTUBE: CAMPAIGN KICK OFF 5 Video interview with kids with a surprising twist We ask kids in foster homes where they would like to go for summer holidays. Beach, Disneyland or camping... What about a family trip? Afterwards, we ask whether they would mind to go there with two moms or two dads. If they were ok with that the LGBT couple takes them for a trip to their dream destination and show them fun and love they probably never experienced. Kids from foster home are going for their best holidays 624 902 views PR support We will cooperate with journalists 
 and NGOs to point out the problem of kids. YL2017_cyber_27
  6. 6. 4. THE USE OF INSTAGRAM:
 LIVE PHASE 5 Best holiday deserves best content Kids share photos, videos and stories of their trip on Instagram of their borrowed LGBT parents. We can use IG stories for live coverage – as well FB posts to spread the message. The unexpected content shows our celebrities in totally different point of view to tens of thousands of their followers. Example of LGBT influencers: Aneta Langerová (singer) Martina Navrátilová (tenis player) Karla Šlechtová (Ministry of Regional Development) Karel Voříšek (TV news anchorman) Honza Musil (TV news anchorman) Yemi AD (performer, artist) YL2017_cyber_27
  7. 7. 4. THE USE OF FACEBOOK:
 FOLLOW UP 5 Kids don‘t mind. 
 Do you? After all the happy holiday content we ask people 
 if they still mind gay marriage. Join the movement! We will help them stand up for the right thing. We will create a custom Facebook Camera Effect to customize their photo directly in FB application and share with friends. YL2017_cyber_27

Yl17 cyber 27

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