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YL2017_cyber_8
Whether it’s a heterosexual or an LGBT
marriage, love should not be restricted by
law. We should better change it!
Let’s make an online petition, collect 1000
signatures and start a new political party,
Czech Pride.
To be well recognized, we will use a daring sign
of a raised ring finger with a hashtag
#MarryYourselves (#JdeteDoManzelstvi). This
awareness campaign powered by sharing and
caring by the celebrities on the mighty social
media is focused on getting people understand
and support the things we stand for. But don’t get
confused: getting into the politics is not our main
goal. The goal is that society will talk about this
topic because politics is a big thing.
#MarryYourselves
YL2017_cyber_8
1
Love should not be restricted by law. It’s not
LAWE, you know. No one can decide on our behalf
whether we can get married or not. Only us who
live this love, no matter the gender.
Let’s do something about it. Let’s change the law!
Our campaign uses a non traditional format,
yet very effective in terms of PR. A petition.
Prague Pride will start a brand new political
party – Czech Pride. We need to get only a 1000
signatures. There should simply be more people
with different points of view in the parliament.
This awareness campaign powered by sharing
and caring on the mighty social media is focused on
getting people understand and support the things
we stand for. Getting into the politics is of course
not our main goal. The goal is that society will talk
about this topic, because politics is a big thing.
SUMMARY
YL2017_cyber_8
2 WRITTEN SUBMISSION
OF THE CAMPAIGN
Our focus group is people over 30 who are
not yet decided if they are for or against gay
marriage. They do not meet with LGBT
community but they are open to hearing
about this topic because they feel it’s
important. Their main source of information
are colleagues, online news, and social media.
Because they do not read all the news, they
need a powerful message to get
interested. And if their favorite celebrity
gets involved, the better.
Women also like to try new things (even
a bit later than the younger audience) because
they still follow trends and need to stay young
at heart. Mostly they also have a small child,
so they are „killing time“ from maternity leave
on social media. That’s why they use
Instagram and Facebook to follow their
favorite celebrities, friends and post pictures
from their personal life.
The awareness is raised with a free online
petition via e-petice.cz, where the whole
belief is deeply explained. Every link from
social media leads there.
We will also kindly ask a bunch of non-LGBT
celebrities to help us spread this message
freely on their social media. Celebrities like
to improve their image by supporting
non-profit and well-discussed topics with no
reward.
We will post supported posts with the back-
story of people from the new politicians on the
Prague Pride‘s Instagram and Facebook.
A creative 24h live video will show how many
votes are collected on the Prague Pride‘s
Youtube.
When our sign of a raised ring finger and
hashtag #JdeteDoManzelstvi starts to be
known thanks to the influencers and media,
other people will post too under a belief
of a mutual fight for a good thing.
Money for the following campaign (such
as real elections) can be raised via Hithit.
Our goal is to get 1000 signatures to found
a new political party, Czech Pride. For the
awareness, we will use a daring sign of a
raised ring finger with a hashtag
#JdeteDoManzelstvi (#MarryYourselves).
We will ask popular celebrities (influencers)
to post a selfie on their social media with this
hashtag and sign. The goal is to collect
signatures.
Via a program of the politic party,
we will explain our belief: marriage should
be for everyone. „Politicians“ behind the party
will also post selfies on the PraguePride
Facebook with a personal emotional story
of love showing everyone, that support of
LGBT marriage is a right thing to do.
Big PR will keep the conversation going.
Starting a new political party is basically
a definition of big PR.
Creative insight What is our solution? How does it work?
YL2017_cyber_8
3 THE USE OF 3
SOCIAL MEDIA PLATFORMS
Facebook Instagram YouTube
Prague Pride
Den gayů a leseb je stejný jako ten váš. Ráno nachystat své drahé polovičce
05 April at 12:20 ·
svačinu do práce, přes den nadělávat hodiny a večer se vrátit s nákupem,
dát si společnou večeři, chvíli se dívat na televizi a pak spát. S dlouholetým
přítelem jsme ve stádiu, kdy bychom se chtěli vzít. Posunout náš život a dát
milující domov dítěti, které bohužel nemá rodiče. Zákon to však zatím
neumožňuje. Proto jsem se rozhodl, něco s tím udělat a zapojit se do
politické strany Czech Pride.
Pošlete nás tam, kam patříme! #JdeteDoManzelstvi http://bit.ly/petice
Prague Pride
Pošlete nás tam, kam patříme! #JdeteDoManzelstvi
Věříme, že manželství je o lásce, ne o pohlaví. Přečtěte si, proč si za
tím stojíme a dejte nám svůj podpis.
WWW.E-PETICE.CZ
Petice za vytvoření politické strany Czech Pride
05 April at 12:20 ·
YL2017_cyber_8
4 THE USE OF 3
SOCIAL MEDIA PLATFORMS
Prague Pride
Den gayů a leseb je stejný jako ten váš. Ráno nachystat své drahé polovičce
05 April at 12:20 ·
svačinu do práce, přes den nadělávat hodiny a večer se vrátit s nákupem,
dát si společnou večeři, chvíli se dívat na televizi a pak spát. S dlouholetým
přítelem jsme ve stádiu, kdy bychom se chtěli vzít. Posunout náš život a dát
milující domov dítěti, které bohužel nemá rodiče. Zákon to však zatím
neumožňuje. Proto jsem se rozhodl, něco s tím udělat a zapojit se do
politické strany Czech Pride.
Pošlete nás tam, kam patříme! #JdeteDoManzelstvi http://bit.ly/peticePrague Pride
Pošlete nás tam, kam patříme! #JdeteDoManzelstvi
Věříme, že manželství je o lásce, ne o pohlaví. Přečtěte si, proč si za
tím stojíme a dejte nám svůj podpis.
WWW.E-PETICE.CZ
Petice za vytvoření politické strany Czech Pride
05 April at 12:20 ·
Supported Link Ads
linked to the petition
Supported personal & emotional
“Humans of Czech Pride”
stories showing their partnership
Celebrity selfies reposts
Updates about number
of signatures from Youtube
Live stream
MARTIN
KALISTA
MONIKA
LYSÁ
YL2017_cyber_8
5 THE USE OF 3
SOCIAL MEDIA PLATFORMS
Hashtag #JdeteDoManzelstvi
+ symbol of a raised ring finger
Instagram Stories: one-day
takeover by “politicians” in Czech
Pride showing their partnership
Posts by influencers
Posts by other Instagram users
Reposts on Prague Pride’s IG
YL2017_cyber_8
6 THE USE OF 3
SOCIAL MEDIA PLATFORMS
Nonstop Live Stream
creatively picturing a number of
collected signatures: two people
sit on the chairs for the whole
time and they get closer with
every 100 signatures
collected.
Emotional video stories
of “politicians” in Czech Pride
showing their partnership
YL2017_cyber_8

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Yl17 cyber 08

  • 1. YL2017_cyber_8 Whether it’s a heterosexual or an LGBT marriage, love should not be restricted by law. We should better change it! Let’s make an online petition, collect 1000 signatures and start a new political party, Czech Pride. To be well recognized, we will use a daring sign of a raised ring finger with a hashtag #MarryYourselves (#JdeteDoManzelstvi). This awareness campaign powered by sharing and caring by the celebrities on the mighty social media is focused on getting people understand and support the things we stand for. But don’t get confused: getting into the politics is not our main goal. The goal is that society will talk about this topic because politics is a big thing. #MarryYourselves YL2017_cyber_8
  • 2. 1 Love should not be restricted by law. It’s not LAWE, you know. No one can decide on our behalf whether we can get married or not. Only us who live this love, no matter the gender. Let’s do something about it. Let’s change the law! Our campaign uses a non traditional format, yet very effective in terms of PR. A petition. Prague Pride will start a brand new political party – Czech Pride. We need to get only a 1000 signatures. There should simply be more people with different points of view in the parliament. This awareness campaign powered by sharing and caring on the mighty social media is focused on getting people understand and support the things we stand for. Getting into the politics is of course not our main goal. The goal is that society will talk about this topic, because politics is a big thing. SUMMARY YL2017_cyber_8
  • 3. 2 WRITTEN SUBMISSION OF THE CAMPAIGN Our focus group is people over 30 who are not yet decided if they are for or against gay marriage. They do not meet with LGBT community but they are open to hearing about this topic because they feel it’s important. Their main source of information are colleagues, online news, and social media. Because they do not read all the news, they need a powerful message to get interested. And if their favorite celebrity gets involved, the better. Women also like to try new things (even a bit later than the younger audience) because they still follow trends and need to stay young at heart. Mostly they also have a small child, so they are „killing time“ from maternity leave on social media. That’s why they use Instagram and Facebook to follow their favorite celebrities, friends and post pictures from their personal life. The awareness is raised with a free online petition via e-petice.cz, where the whole belief is deeply explained. Every link from social media leads there. We will also kindly ask a bunch of non-LGBT celebrities to help us spread this message freely on their social media. Celebrities like to improve their image by supporting non-profit and well-discussed topics with no reward. We will post supported posts with the back- story of people from the new politicians on the Prague Pride‘s Instagram and Facebook. A creative 24h live video will show how many votes are collected on the Prague Pride‘s Youtube. When our sign of a raised ring finger and hashtag #JdeteDoManzelstvi starts to be known thanks to the influencers and media, other people will post too under a belief of a mutual fight for a good thing. Money for the following campaign (such as real elections) can be raised via Hithit. Our goal is to get 1000 signatures to found a new political party, Czech Pride. For the awareness, we will use a daring sign of a raised ring finger with a hashtag #JdeteDoManzelstvi (#MarryYourselves). We will ask popular celebrities (influencers) to post a selfie on their social media with this hashtag and sign. The goal is to collect signatures. Via a program of the politic party, we will explain our belief: marriage should be for everyone. „Politicians“ behind the party will also post selfies on the PraguePride Facebook with a personal emotional story of love showing everyone, that support of LGBT marriage is a right thing to do. Big PR will keep the conversation going. Starting a new political party is basically a definition of big PR. Creative insight What is our solution? How does it work? YL2017_cyber_8
  • 4. 3 THE USE OF 3 SOCIAL MEDIA PLATFORMS Facebook Instagram YouTube Prague Pride Den gayů a leseb je stejný jako ten váš. Ráno nachystat své drahé polovičce 05 April at 12:20 · svačinu do práce, přes den nadělávat hodiny a večer se vrátit s nákupem, dát si společnou večeři, chvíli se dívat na televizi a pak spát. S dlouholetým přítelem jsme ve stádiu, kdy bychom se chtěli vzít. Posunout náš život a dát milující domov dítěti, které bohužel nemá rodiče. Zákon to však zatím neumožňuje. Proto jsem se rozhodl, něco s tím udělat a zapojit se do politické strany Czech Pride. Pošlete nás tam, kam patříme! #JdeteDoManzelstvi http://bit.ly/petice Prague Pride Pošlete nás tam, kam patříme! #JdeteDoManzelstvi Věříme, že manželství je o lásce, ne o pohlaví. Přečtěte si, proč si za tím stojíme a dejte nám svůj podpis. WWW.E-PETICE.CZ Petice za vytvoření politické strany Czech Pride 05 April at 12:20 · YL2017_cyber_8
  • 5. 4 THE USE OF 3 SOCIAL MEDIA PLATFORMS Prague Pride Den gayů a leseb je stejný jako ten váš. Ráno nachystat své drahé polovičce 05 April at 12:20 · svačinu do práce, přes den nadělávat hodiny a večer se vrátit s nákupem, dát si společnou večeři, chvíli se dívat na televizi a pak spát. S dlouholetým přítelem jsme ve stádiu, kdy bychom se chtěli vzít. Posunout náš život a dát milující domov dítěti, které bohužel nemá rodiče. Zákon to však zatím neumožňuje. Proto jsem se rozhodl, něco s tím udělat a zapojit se do politické strany Czech Pride. Pošlete nás tam, kam patříme! #JdeteDoManzelstvi http://bit.ly/peticePrague Pride Pošlete nás tam, kam patříme! #JdeteDoManzelstvi Věříme, že manželství je o lásce, ne o pohlaví. Přečtěte si, proč si za tím stojíme a dejte nám svůj podpis. WWW.E-PETICE.CZ Petice za vytvoření politické strany Czech Pride 05 April at 12:20 · Supported Link Ads linked to the petition Supported personal & emotional “Humans of Czech Pride” stories showing their partnership Celebrity selfies reposts Updates about number of signatures from Youtube Live stream MARTIN KALISTA MONIKA LYSÁ YL2017_cyber_8
  • 6. 5 THE USE OF 3 SOCIAL MEDIA PLATFORMS Hashtag #JdeteDoManzelstvi + symbol of a raised ring finger Instagram Stories: one-day takeover by “politicians” in Czech Pride showing their partnership Posts by influencers Posts by other Instagram users Reposts on Prague Pride’s IG YL2017_cyber_8
  • 7. 6 THE USE OF 3 SOCIAL MEDIA PLATFORMS Nonstop Live Stream creatively picturing a number of collected signatures: two people sit on the chairs for the whole time and they get closer with every 100 signatures collected. Emotional video stories of “politicians” in Czech Pride showing their partnership YL2017_cyber_8