Yl17 cyber 25

1. YL2017_cyber_25 1
FULL ACCESS TO LOVE
The reason why you cannot access
the video is because of your sexual
orientation.
Sounds ridiculous, right?
A Facebook video post and an Instagram
GIF image are published by a specially
created account Full Access. Users,
however, cannot simply view the content.
Clicking on the link they find out that they
can only access it if they are heterosexual.
Thus, users can understand how it feels to
be taken a right that everybody has.
Landing page will contain a video
comparison of privileges of partners in a
civil union vs. actual marriage.
Paid posts, TA =
30 – 40 y/o in
the regions
A series of YouTube interactive videos is
distributed via the PraguePride YouTube
channel. In the end of the video clear
CTAs are provided that link to the landing
page/microsite where they are directed to
the informative couples’ narration video
fullaccesstolove.cz
#fullaccesstolove

2. 1. SUMMARY
In this campaign we associate marriage as a
right that anyone must have free access to
regardless of their sexual orientation. Our
Full Access to Love campaign aims to
achieve this by visualizing the feeling of
limited access to an option/right everybody
has and reminding people how wonderful it
feels to be included and accepted in society
and not being rejected. We grab attention
using the content we generate on Facebook,
YouTube and Instagram while the dedicated
informative video using real couples’
narration conveys our message raising
awareness in social media about the rights of
gay marriage and the differences with the
“Civil Partnership”.
We want make people feel included and
accepted and to let them know how great it
would be to grant this right to others.
SUMMARY PICTURE INTEGRATED SOCIAL MEDIA CAMPAIGN
SUMMARY
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3. 2. WRITTEN SUBMISSION OF THE CAMPAIGN
Our campaign aims to convey the
message of full access to love, which
is associated with the true meaning of
marriage regardless people’s sexual
preferences. We want to achieve this
by:
a) visualizing the feeling of limited
access to an option/right everybody
has and by
b) reminding people how wonderful it
feels to be included and accepted in
society and not being rejected. To
evoke this, we provide examples of
everyday social situations where a
person can be either accepted or
rejected by others while we give
audience the power of granting
someone a right to be accepted. We
want to highlight that this power is a
key in the viewers’ hands.
WHAT IS YOUR SOLUTION?
To achieve objectives we:
a) Challenge people by limiting their
access to a simple right normally available
- to watch a video. A short teaser will be
created as a Facebook video or Instagram
GIF post. Viewers will be exposed to the
teaser which is partially covered. The video
contains a click-through link on a webpage
explaining that they cannot view content
because they are not heterosexual.
b) Produce YouTube vstories of people
socially accepted or rejected based on
user’s choice - Accept/Reject buttons (a
man wanting to join a sport team is being
rejected, a woman is not invited to a trip
with friends etc.). Every video has a positive
twist where a hero is being eventually
accepted by society or a negative ending.
From both channels people are led to a
landing page containing an informative
video comparing possibilities of couples in
civil union and marriage.
HOW DOES IT WORK?
The Czechs believe love is the main
reason for getting married. Marriage
represents a form of inclusion
within society. It is a way of
belonging to a cultural group and
sharing common values seen as
respectable and acceptable. We
associate marriage, thus love, as a
right that anyone must have free
access to.
At the same time, more than half of
the country’s citizens believe that gays
and lesbians must have the same
rights as heterosexual people.
However, while information about civil
partnership is very well conveyed, little
information exists on where
partnership exactly differs from
marriage. We aim to fill in these big
blind spots.
CREATIVE INSIGHT
YL2017_cyber_25

4. 3. THE USE OF 3 SOCIAL MEDIA PLATFORMS
FACEBOOK YOUTUBEINSTAGRAM
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5. 4. THE USE OF FACEBOOK
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Paid video teaser with limited access to content.
Facebook is a mainstream medium where our target Audience can
be found. Video can be created in the Facebook’s campaign
page, full access and promoted via paid FB ads we will target the
desirable audience: people from CR, people from 30-40, people
that have liked any PraguePride content, etc.
The reason why you cannot access the
video is because of your sexual
orientation.
Sounds ridiculous, right?
Powerful message is displayed for some seconds; after users
view the following video content of the informative message
with the couple narration of their different experiences
On click
users are
taken to
landing
page
Landing
Page

6. 5. THE USE OF INSTAGRAM
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The paid Instagram post containing a
not loading GIF image is based on the
same principle as a Facebook video.
Users exposed to a content click on a
link to learn why they cannot get the
full access. The then find out that only
straight users can view the content.
Through this they feel the state of
being deprived from something
everybody has.

7. 6. THE USE OF YOUTUBE
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YouTube will host our storytelling videos. Its visual power as well as its huge community will help us engage more
people.
The video will be interactive with Accept/Reject buttons for which one of this we will have a positive/negative
scenario if a user Accepts/Rejects someone a right.
The interactive message aims to make people empathize with the concept of acceptance/rejection.
Users can share the version of the video
they have chosen to see via Facebook