The document discusses a campaign to promote equal marriage rights for same-sex couples in the Czech Republic. It will use existing social media platforms Facebook, Instagram, and Medium to raise awareness of the differences between marriage and registered partnerships. On Facebook, it will share posts discussing topics from Medium articles that are persuasive and engage the community. Instagram will encourage sharing opinions to spread discussion online and offline. Medium will present facts and comparisons between marriage and registration to help people understand the disparity in rights. The goal is to create an ecosystem across the platforms that provides engaging content and discussion to grow support for equal rights.

1. INSTAGRAM
user generated content
- insights from research
+ reposts
VISUAL SUMMARY
EVERYBODY ALREADY
REGISTERED IT...
WE MADE THE COMMITMENT,
NOW WE JUST WANT THE
STATUS AND THE SAME RIGHTIS
MEDIUM
Facts about gay
partnerships / marriage
- controversional headlines
FACEBOOK
Communicating the register
unequality in a funny way
+ presenting LGBT wows
We decided to use already existing microsite and social networks. We don‘t see a point
in opening new channels while there are new ones exactly for this purpose.
Also it will help us with the budget.
We will lead the visitors on different parts of the website according to the source of traffic.

2. 2YL2017_cyber_19
SUMMARY
INSTAGRAM
user generated content
- insights from research
+ reposts
VISUAL SUMMARY
KAŽDÝ UŽ TO ZAREGISTROVAL,
ALE MY SE CHCEME VZÍT.
WE MADE THE COMMITMENT,
NOW WE JUST WANT THE
STATUS AND THE SAME RIGHTIS
MEDIUM
Facts about gay
partnerships / marriage
- controversional headlines
FACEBOOK
Communicating the register
unequality in a funny way
+ presenting LGBT wows
We decided to use already existing microsite and social networks. We don‘t see a point
in opening new channels while there are new ones exactly for this purpose.
Also it will help us with the budget.
We will lead the visitors on different parts of the website according to the source of traffic.
There are differences between straight people
and homosexuals, but they don’t need to be
in short-term future.
As people can’t really tell the differences between
RP and marriage we see our goal in telling them
and create educative and persuasive content that
helps to change the mindset about equal marriage
rights.
Our message is “Každý už to zaregistroval,
ale my se chceme vzít.” (Everyone already
registred/noticed, but we want to get married.)
Playing with word register as capturing the
information “Have you registred(noticed) this? We
want to get married.” as a twist so people see the
difference not only in the rights but also in the
absurd name – registred partnership.
When the right time (and person) come, we all just
want to get married the way we want.
The call to action of campaign is “Buď fér” (Be fair
and let us have the same things you have) to be
consistent with the website www.jsmefer.cz

3. 3YL2017_cyber_19
WRITTEN SUBMISSION OF THE CAMPAIGN
CREATIVE INSIGHT WHAT IS OUR SOLUTION HOW DOES IT WORK
Most of the population wishes gay commmunity the
best, they want them to live together with the same
rights as they have.
Unfortunately they also believe, that the partner
registration provide gay community with all of the
key rights as marriage… and that is not true.
We will challenge this opinion by showing that gay
couples are already doing all of the important stuff
from marriage, they take responsibility for each other,
they take care, they love each other, a lot of them
already are part of the children lives… So they already
made the commitment, they just want the rights that
goes with it… and they also want to have a wedding….
a big, beautiful, normal WEDDING. So their mums and
themselves can be happy and proud.
(Also the registration itself sounds as something one
would rather avoid instead of connection with our loved
one.)
As Prague Pride profile is “too controversial” for unsure
TA we decided to use already existing “Jsme fér” page
focusing on gay marriage.
We will present the gay couple life as “already married
life”, just without the weding and the rights. We will
show the importance of the relationship and point
out the difficult position LG community have due to
uneven rights. With pointing out the differences,
between the marriage and registration that need to be
changed, we create arguments to LG community so they
can easily spread the message among their friends and
relatives online or offline. On Instagram we encourage
different audience to share their opinion and create
little buzz not only in online but also offline by talking
and discussing about the problem with relatives and
friends. On Medium we want to serve the truth, no
sugaring, simple facts with slightly controversial
headlines that catches attention and make people CTW
on article from Facebook. The articles are written with
little exaggeration but consist of real and true facts and
comparasions so that people can easily understand the
disparity, rightaway catch the point and show support.
Using already existing site and SOME profiles “Jsme
fér”. Through discussion platform and form on
microsite we are able to gather authentic content
which will be used for Instagram, but also as one of
sources for Medium articles.
As our audience isn’t present on social media on daily
basis we needed one more stable channel — Medium.
From articles we send readers to specific part of
jsmefer.cz most suitable to the topic. Main traffic to
Medium is from Facebook, where we divide disscused
topic from article into several types of posts with
different objectives, emotion and persuasive argument.
For posts that really resonates with the community we
want to use PraguePride page for sharing post with
“shareable/viral” potentional to grow traffic among the
used platforms.
Our goal is to create ecosystem, witch will provide us
relevant content.
Interesting and engaging blog —> Shareable FB posts
—> More people interested in problem more
voting/signing/shared opinions (Website) —> Content
for Instagram / Ideas for blog posts —> more engaging
articles ….

4. 4YL2017_cyber_19
THE USE OF 3 SOCIAL MEDIA PLATFORMS
FACEBOOK INSTAGRAM MEDIUM

5. 5YL2017_cyber_19
FACEBOOK

6. 6YL2017_cyber_19
INSTAGRAM

7. 7YL2017_cyber_19
MEDIUM
Clear layout provides more focus on the message in the article better than any other platform. The content is focusing on diferences
between marriage and regisration, together with tips and insights from LG (couple) life.
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