This document proposes an integrated social media campaign to connect LGBT couples with orphaned children through the Slack app. The couples would mentor the children and help with schoolwork over the summer. At the end of the summer, the children's improved school marks would be measured and shared publicly as evidence of LGBT couples' parenting capabilities. The campaign would be run on Facebook, Instagram and Twitter to introduce the couples and children, share their stories, and discuss LGBT equality and adoption rights using the hashtag #proudparents.

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2. 1 . S u m m a r y
INTEGRATED SOCIAL MEDIA CAMPAIGN SUMMARY
Children from orphanages have statistically the worst
school results. But we can change that.
Using the Slack app we’ll connect each kid with
a queer couple, which will be there for him – to provide
guidance, help with learning, homework or just
to be there to talk to.
The result will be perfectly measurable: the improved
school marks – a tangible proof that LGBT parents can do
a great job.
The following campaign will spread the word exactly about
this: the better marks, happier kids and their proud foster
parents.
And so everyone gets their bit of an education: Kids, Public
and even Queers.
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3. 2. Submission of the campaign
WHAT IS YOUR SOLUTION? HOW DOES IT WORK?CREATIVE INSIGHT
The LGBT couples are forbidden from
adopting despite the fact that they could
make a great parents.
There are thousands of orphaned kids
in residential care all around the country.
Unfortunately, they often enter the maturity
undereducated and poorly prepared
for the outside life.
No matter how effective the system is, it will
never substitute the attention a commited
parent would provide.
We aimto present the public the real
evidence of the parenting capabilities of
the LBGT people.
Using the Slack app we’ll connect the
kids from a selected care home with
queer couples, who’ll help them with
their school duties during the summer
midyear – homework, test
preparations etc.
When the school year is finished we’ll
compare kids’ final school results to
those from January. We’ll show it to the
public together with the gathered
content in the following campaign.
In January, using the Slack for Nonprofits
programwe’ll equip selected children’s care
home with Slack. We’ll install it on the
facility’s educational computers and kids’
smartphones.
Once the kids are connected with their foster
parents, we’ll continually record the kids’
teaching progress and gather
the visual content.
When the time of the end-of the-year
certification comes, we’ll introduce kids to
their patrons in real life to go and get their
well-deserved marks.
The end of the school year serves
as the launch of the summer campaign
communicating the project and inciting
the public discussion about the equality.
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4. 3. The use of 3 social media platforms
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The children can
upload their school
documents, discuss
them, create subject-
related groups or just
call their foster
parents.
Thanks to the app’s
compatibility with
smartphones the
helpful parents will
be instantly ready
to help.
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6. Ecosystem consisting of various profiles: Prague Pride, Proud,
Amnesty and involvedinfluencers.
In June we tease the campaign by asking the audience:
Can queer couples be #proudparents?
At the end of the schoolyear we launch the campaign with video of the kids getting
their marks and overview of the project. Various content follows: videos with protagonists,
pics, educational materials. We discuss the matter with the audience.
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The campaign is teased be
the content introducing the
involved couples.
Then we deliver visual
content accompanying the
campaign – introducing the
kids, their patrons and their
little stories from the school
year. We use the hashtag
#proudparents.
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