Yl17 cyber 14

1. 1. SUMMARY
The equal marriage question doesn’t get the attention until
it’s someone close to you that is dealing with the topic. How
does it feel to be prohibited to have the same rights as the
majority of society?
Our campaign mediates this feeling through people we follow
or adore = Influencers build the core of our campaign. They
experience cyber hate as if they were gay.
We let the audience witness the real feelings caused by
mean messages written safely behind the screens.
We try to break phenomena of anonymity granted by social
media with cross promo campaign, focusing on 3 platforms
(Facebook, Youtube and Twitter) in intensive summer
campaign culminating in Prague Pride Festival 2018.
According to the charity character we count on influencers
non paid engagement therefore divide the budget into
minimal production costs of 10 000 CZK and media
promotion of 110 000 CZK.
SUMMARY PICTURE
INTEGRATED SOCIAL MEDIA CAMPAIGN
SUMMARY
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2. 2. WRITTEN SUBMISSION OF THE
CAMPAIGN
Show what’s happening behind the screens!
The campaign ought to raise awareness and
show actual affection of bullying hidden
behind the screens of our smartphones and
desktops.
People long for stories and are keen to get
the ''Behind the screens look'' and that is
what we deliver them by seeing reactions of
their favorite online people going though
cyber bullying based on their sexual
orientation.
We have chosen 3 Influencers > platforms
in order to deliver message to different target
groups and catch them in their common
surroundings.
Two picked influencers use their profiles as
a channel for publishing the kick-off videos
(preferred Facebook tool nowadays) and
continue with the content seeding.
One is widely known Youtuber and the other
belongs to group of Facebook Influencers.
The whole campaign also accompanies the
#NoGayHate used in every post and across
all social platforms.
WHAT IS YOUR SOLUTION?
The campaign based on influencers starts
with the first kick-off video start in June and
continues with second persona's video in
July.
Each influencer keeps their communication
on personal level. Alongside more influencers
to be approached during the campaign.
In the first phase we target the huge
audience on Youtube in order to build
younger base with similar opinion and in
second one we aim to speak to older
audience with back up army and tested
patterns of functional posts and sponsored
ads.
Following Influencer's posts Prague Pride
share the videos to their profiles and continue
with the campaign content across the 3 social
media platforms:
1) Youtube - full videos containing the
reactions to hateful messages.
2) Facebook - shorter versions with one
message and posts containing Influencers
holding tweets.
3) Twitter - sponsored tweets (official
account) and engaging to discussions.
HOW DOES IT WORK?
Social media as a platform provide the users
the anonymity and leads to freedom of
speech at its finest. This brings up also the
phenomena of cyber bullying and unsuitable
online behavior.
The LGBT community becomes easily victim
when it comes to homophobia and sexual
orientation issue.
Even though our target group is ''moveable
middle’’ we decided to broaden our
audience by approaching also younger
generation who tends to agree with our
values more and offers the older group
another perspective therefore also functionS
as influencers.
This move enables confrontation of cyber
bullies by delivering the key message in their
own zone of safety, meaning social media
platforms.
CREATIVE INSIGHT
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3. 3. THE USE OF 3 SOCIAL MEDIA
PLATFORMS
YOUTUBE TWITTERFACEBOOK
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4. 4. THE USE OF 3 SOCIAL MEDIA
PLATFORMS
• YOUTUBE
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Youtube servers as the starting channel of
campaign reaching the huge audience of first
influencer by posting kick-off video on his
channel - him reading hates against LGBT
community and describing how it must feel if
you're gay and want to get married.
After creating buzz, getting to trending videos
and connecting the younger target group we
repost to Prague Pride channel and start
campaign on other two social platforms.
Prague Pride uploads simultaneously every
new post (meaning every short video) to
channel and create campaign playlist
collecting the whole video communication to
one place.
There’s community manager moderating the
debate, explaining and in need also
intervening on Influencer's channel as the
topic requires precise knowledge and
understanding.

5. 5. THE USE OF 3 SOCIAL MEDIA
PLATFORMS
• FACEBOOK
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Prague Pride Profile changes the cover photo
(coordinated with first Influencer) and starts
posting according to editorial plan.
Timeline posts (combined with sponsored
formats) lead the communication focused on
younger group during the first month by
showing the emotions of restricted love and
feelings of those who suffer with no chance of
equal future as the majority.
Afterwards (with respect to current mood) we
move to more serious tone of voice and more
convincing arguments during second month.
Prague Pride also keeps reposting events or
other activities complementary the usual
cooperation with other institutions.
Community manager remains focused on
fast, adequate, objective and mood
appropriate communication with fans and
builds the connections within the engaged
community.

6. 6. THE USE OF 3 SOCIAL MEDIA
PLATFORMS
• TWITTER
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By the nature and size of the social platform,
Twitter Profile support the other two channels
and builds awareness and engagement
among the audience interested in daily short
bursts of information.
Prague Pride Profile coordinates visual
changes with Facebook. Also Twitter is
included in media budget for sponsored
posts.
Community manager adjusts tone of voice to
the audience and also interacts to trending
topic in case of relevance and establishes
reasonable debating.