The campaign aims to promote equal marriage rights for LGBT people by highlighting the differences between marriage and civil partnerships. It will use an integrated social media strategy across Facebook, Instagram and YouTube. Facebook will provide informative content and a button linking to a microsite for more information. Instagram will use visual content and hashtags to spread the message. YouTube videos will show personal stories to highlight the emotions and feelings that marriage provides. The goal is to educate people on the rights that marriage allows and make them want those same feelings and rights for LGBT partners.

1. 0. VISUAL SUMMARY
An image summarizing the campaign – a presentation board.
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2. 1. SUMMARY
Our main goal is to tell the people, that it is not the
same to be married and to have a civil partnership, it is
not equal. We will show, what are the differences and
what are the feelings gay partners can´t have. We ask
for same feelings for them, which is not too much. For
that we would use the claim „Give the feeling…“, which
is variable for showing all the thinks, they could feel, if
they would be married. It should activate the people, to
make them think that by supporting the equal marriage
for LGBT, they can give them this feelings. People over
30 years are mostly married, so they probably know,
what it means for life and what it brings to them. This
line about the feelings would be the connecting topic
for all platforms. We would communicate on Facebook
(more informative), Instagram (more visual) and
YouTube (more emotional). We would create a
microsite whith more information about the differences
of marriage and partnership. We would link to it from
Facebook.
SUMMARY PICTURE INTEGRATED SOCIAL MEDIA CAMPAIGN
SUMMARY (Max 150 words)
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3. 2. WRITTEN SUBMISSION OF THE CAMPAIGN
As the channels we chose the social sites Prague
Pride already has. It would be hard to get the
audience somewhere else and our target group
is not very innovative in using social networks.
The most of out target group is on Facebook
and it gives us the opportunity to inform and
put the button leading to the microsite.
Instagram has younger users, however it tends
to spread to older audience as well. By using
hashtag #givethefeeling it could spread better.
Youtube and its video format is a good way to
show the humanity and people with feelings,
emotions. We would make videos about asking
people: „Why did you get married?“ They would
talk about what it means for them, about the
feelings. We would point at that all people have
similar values and ideas about love and
marriage. „Give the feeling…“
WHAT IS YOUR SOLUTION?
We plan to gain the higher audience for the
microsite, what would be the main platform to
educate about the differences between
marriage and civil partnership. We will gain the
audience from Facebook by using the button
„Give the feeling“ leading to microsite. We
expect the highest reach on Facebook, because
it´s the main social network used by our target
group. From the beggining of the campaign we
will be putting the videos on YouTube which will
show, what marriage means to people and what
are the feelings connected with it. We ecpect
that the video could become viral because of
equal rights are frequent topic for everyday
discussion. Instagram content will also be based
on showing the rights that civil partnership
doesn´t have -> one message.
Budget:
Microsite (40% of production budget)
videos (60% of production budget)
social content and its support (100% of media
budget)
HOW DOES IT WORK?
The message is, that marriage gives us some
special feelings, which can´t be substituted.
Marriage is more than just a paper. Our main
claim is „Give the feeling…“ to make people
identify with these feelings and want to give it
to somebody else. They should realize that it is
not common for everybody, that those feelings
are connected to rights. On Facebook we would
show the concrete feelings by funny and
creative slogans and point this way at the rights
what marriage gives („She is te best dad ever“).
On Instagram we would focus on visualising the
rights that brings the feelings. The main feelings
we would communicate would be „safety“ (as
marriage brings you common property and
shared home), „confidence“ (makes you
speacial for someone) and „equality“ (it gives
you the same rights and participation in
society). We would create a microsite with
more information about differences and videos
from YouTube.
CREATIVE INSIGHT
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4. 3. THE USE OF 3 SOCIAL MEDIA PLATFORMS
FACEBOOK YOUTUBEINSTAGRAM
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5. 4. THE USE OF 3 SOCIAL MEDIA PLATFORMS
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• Facebook

6. 5. THE USE OF 3 SOCIAL MEDIA PLATFORMS
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• Instagram

7. 6. THE USE OF 3 SOCIAL MEDIA PLATFORMS
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• YouTube