Yl17 cyber 17

1. YL2017_cyber_17 1
YOU DON’T HAVE ENOUGH RIGHTS
CAMPAIGN ECOSYSTEM
LANDING PAGE
YOU DON’T HAVE
ENOUGH RIGHTS

2. YL2017_cyber_17 2
YOU DON’T HAVE ENOUGH RIGHTS
CAMPAIGN SUMMARY
Many people in Czech republic still do not see the problem of marital inequality and do not
understand the difference between registered partnerships and marriages.
We will let people think about what someone considers to be a matter of course can be
difficult for another person to achieve. We will show them in a simple way how does it
feel when they are not able to do something because of inadequate and unequal
rights.

3. YL2017_cyber_17 3
INSIGHT
People are getting married out of love and they consider it a bond of two loving people. People though still
can not identify with someone from LGBT community - someone who is very different from them.
Awareness of registered partnerships is high, but most people do not know what the differences are between
partnership and marriage.
The target group spends time on social networks, mostly looking for entertainment - watching online videos or
series and sports matches, or looking for news – watching the events in the world and the news of their friends.
OUR SOLUTION
We will show people that what someone considers to be a matter of course can be difficult for another person to
achieve. On channels and social networks where the target group is naturally present, we will show them in a
simple way how does it feel when they are not able to do something because of inadequate and unequal
rights.
HOW IT WORKS
We chose three social media which the target group naturally visits and spend time there mainly for fun:
Stream.cz, Youtube.com and Facebook.com. As people want to consume content, we'll surprise them with a
simple message - you do not have the right to watch your favorite show, what if you do not have enough
rights to have your partner’s children as a record on your ID officially or if you do not have the right to
divorce. We draw attention to the fact that in our society we still do not have equal rights and it is fair to give the
LGBT community the opportunity to marry with its benefits. At the same time, we draw attention to the
difference between registered partnership and marriage, and we explain it in detail on the landing page of
Prague Pride website.
YOU DON’T HAVE ENOUGH RIGHTS
ABOUT THE CAMPAIGN

4. YL2017_cyber_17 4
YOU DON’T HAVE ENOUGH RIGHTS
USE OF SOCIAL MEDIA PLATFORMS

5. YL2017_cyber_17 5
YOU DON’T HAVE ENOUGH RIGHTS
STREAM.CZ
Stream.cz, as a social media channel full of
various shows that target audience regularly
watch, is the ideal place for communicating
the message. The apparent obstruction of
watching the video shows a situation where
one does not have an impact on what he
usually does not have a problem. Through the
pop-up they can simply click on your program
to continue watching, or, if they are
interested, for more information go to the
landing page with complete information.

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YOU DON’T HAVE ENOUGH RIGHTS
YOUTUBE.COM
Another social media platform where the
target audience is naturally present is
YouTube. Using a short, non-skipping pre-roll
in combination with an accompanying banner,
we show people clearly what it means to have
insufficient rights. Pre-roll will have several
creative copy options depending on the type of
content the user is watching.

7. YL2017_cyber_17 7
YOU DON’T HAVE ENOUGH RIGHTS
FACEBOOK.COM
This is the platform where most of our target
audience spend time getting their friends’
news or most important current events.
We will raise awareness of the problem with
same-sex marriage with the same message as
on the other social media platforms. We will
have more different creatives of animated
videos. Videos will show situations you do not
have enough rights to make people identify
with LGBT’s community situation regarding
same-sex marriage.