This campaign uses 3 social media channels - Facebook, YouTube, and Tinder - to promote equal rights for gay couples to marry and adopt children. The campaign aims to convince undecided people by showing that gay couples can be good parents and that allowing gay adoption benefits orphaned children and society. Facebook will feature interactive posts and 360 degree photos showing loving gay parents. YouTube will use 6 second bumpers and 15 second unskippable ads with the message that gay couples want the chance to raise orphaned children. Tinder ads will point out that while users can freely swipe, gay couples do not have the equal right to marry and adopt. The goal is to change perceptions and show that supporting gay marriage has widespread benefits.

1. 1YL2017_cyber_07
only you can make them
but
we CAN also raise them!
profile not for swiping, but for
awareness rising about gay adoption right
interactive posts to show gay couples can
be just as good parents
short formats to deliver the message
that gays can raise many orphaned kids
Only you can make them
but
we CAN also raise them!
“While only traditional couples can take care of the
childmaking, LGBT couples are prepared for the work
part, which is giving education and love to children with
no parents.”

2. 2YL2017_cyber_07
We want to convince undecided people to support
equal rights of gays and lesbians to get married
by showing the marriage as an intermediate stage
for children adoption that is beneficial for both
society and children themselves. Because now is
the time for society to take the next step.
To achieve this goal we are using emotional and
humorous appeals through 3 social media
platforms – Facebook, YouTube and Tinder.
The climax of this campaign should come before
and during the Prague Pride celebrations (7-13
August 2017). The aim is to show LGBT
community not only as partying crowd but also
inseparable part of our society that has the same
rights as we do – rights to get married and to raise
children.
1__summary

3. 3YL2017_cyber_07
Marriage means the beginning of journey
through life. It is most often associated with
terms like love, family and kids. And there are
plenty of children that do NOT have their
families, that have to grow up in an
orphanage.
Which can easily be solved once gay couples
have the right to get married.
Considering the target group, LGBT is often
perceived as non conform, excentric and
people hate them to show off. But in fact, they
are just same as others.
Our consumers don’t want to download
dozens of apps, therefore we have to use
only the most frequent and afinite channels.
They are willing to change their minds when
they or anybody they know or heard about
can benefit from it.
insight
Our goal is to change the point of view.
Supporting gay marriages is beneficial for the
whole society, because gay couples are
willing to take care of abandoned children
and to raise them just as fine as traditional
couples.
We need to overcome that many are unwilling
to see that by being a little edgy.
That’s why our message is: “Only you can
make them, but we CAN also raise them.”
This is a strong statement saying that even
though someone else took care of the “fun
part”, process of childmaking also known as
unprotected intercourse, LGBT couples are
prepared for the “work part”, which is
education, care and creating of loving
environment for the children.
our solution
Through chosen social media channels of
Facebook, Youtube, which are the most
frequently used channels in our target group,
and Tinder, which is the buzzer, we show that
gay couples make great family, great parents.
Every channel has its very own purpose.
Facebook is the most mainstream and
influential one in given target group, allows to
interactively show that any nice parents are
good solution for the kid. We use canvas to
explain the idea more /see next slide/, gifs or
360° /see slide 5/
Youtube is based on the fact that while you
can skip AD, you should definetely not skip
ED. And gay couples can help with that.
Using 6'' bumpers and 15’' unskippable
prerolls.
Tinder is the trigger to create buzz by
pointing out that you have freedom to swipe,
but gays do not have the choice to marry and
adopt.
how does it work
2__written submission of the campaign

4. 4
3__the use of 3 social media channels
facebook
Take a look why gay parents are
great parents
youtube tinder
6''storyboard
Jenom vy je můžete
stvořit
ale i MY je budeme
umět vychovat
Jednou vpravo a
může z toho být dítě
My bychom jednou
chtěli mít právo je
vychovávat

5. 5YL2017_cyber_07
4__the use of 3 social media channels
Whenever you stop this gif,
there is right person to
raise the kid
GIF
Take a guess, whether his
cheering and loving parents
are gay or not and then turn
your phone to see
360°

6. 6YL2017_cyber_07
5__the use of 3 social media channels
Sorry YOU can’t skip this AD
but
WE don’t want to skip his ED
Same sex marriages
brings opportunity to
adopt orphaned kids
Only you can make them
But
we also CAN raise them
6''storyboard 15''storyboard

7. 7YL2017_cyber_07
6__the use of 3 social media channels
You can choose,
with whom to raise
your kids
We want the
chance too
Maybe you are here
to make a baby
We want chance to
raise one