2. 1. SUMMARY
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• 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. 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
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The works
2. WRITTEN SUBMISSION OF THE CAMPAIGN
4. 3. THE USE OF 3 SOCIAL MEDIA PLATFORMS
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5. • The WSC leading to a
blind page would be
the main trigger of the
whole campaign.
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FACEBOOK → WEBSITE
→
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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. • 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.
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ASK.FM
