Yl17 cyber 16

1. 1YL2017_cyber_team 16
#PairAsAny
Curious? Surprise! It’s a Match! Engaged?
Strange combination?
Try before judge.
Instagram no1
Reality is different
than you think.
Instagram no2
Not what you
expected?
Tinder
Love feels the same
for everyone.
Facebook

2. YL2017_cyber_team 16
2
Summary
Is there any difference in same sex
relationships compared to the straight
ones? No. Love feels the same for
everyone.All couples want the whole
world to know that they love their chosen
one with commitment.And that they want
to have a family together.
We want to show that pair is a pair. It
doesn’t matter if it’s boy and girl or boy
and boy. We’ll attract people to a simple
posts with a non-traditional pairing. When
we get their attention we’ll show them the
real differences. Differences set by law,
just because this pair doesn’t meet
expectations of society. People probably
didn’t know about the differences before.
After we show them differences between
civil partnership and marriage, we let
them think: „Why there are those strict
differences, when feelings are the
same?”All that every pair wants is to be
loved and have a happy family.

3. YL2017_cyber_team 16
3
Creative insight
We’re not trying to change negative
opinion. We only offer information for
undecided or people without opinion on
this matter. That there is no reason to
have a different law for LGBT marriage.
Reasons to marriage are love and family.
Non-traditional only means that it just
doesn’t meet public expectations.
We want to point out the differences
betweent civil partnership and marriage.
We sometimes think that unexpected
combinations can’t work out together –
but when we try them, we may figure out
that they’re actually great!
We believe, that stories about people
from LGBT community or gay people
won’t help the situation here. People can
close their eyes too early. We try to avoid
showing anything else so people can't
say „I don’t care, I just don’t want to see.”
What is our solution?
We’re avoiding any branding and also
shocking or negative feelings.
We focus on questioning the differences
in equality. Without pressuring them with
our mindset.
The first impression may be: „Hm, OK,
strange combination. What is it?” Then
they’ll see true information about
differences between marriage and
partnership in a form of photo visual with
a claim: Pair as any.
Then, together with visuals, we’ll just ask
them in a copy: „Love feels the same for
everyone. It doesn’t matter if it’s a boy or
girl. Lesbian or gay.All that matters is that
they love each other and they want to be
together for the rest of their life.”
There is literally no reason to be against
it. We’ll show them the differences. That
LGBT don’t want anything more than real
marriage as everyone else. Equal
marriage.
How does it work
Three used social media create a
functional system that works together
and targets our audience non-
traditionally. Main channel of the
campaign is Instagram. We’ll use two
different user accounts.
We’ll use one Instagram account and one
Facebook account for delivering content
about non-traditional marriage and
unexpected ingredients.
The third social media chanell will be
Tinder. Why Tinder? Surprise. No one
expects something else than selfies
there. It’s already used across the
country, regardless gender or age.
Function is the same as for FB and
Instagram: To lead on the second
Instagram account.
The link from all these channels will lead
to the second Instagram account which
will deliver broader context, data and
information about campaign aims and
reasons through copy posts.
It should lead people to think about the
differences between marriage and civil
partnership. They should see that it’s not
the same but the love is. Pair as any.

4. YL2017_cyber_team 16
4
Platform 2:
Tinder
Platform 3:
Facebook
Platform 1:
Instagram

5. YL2017_cyber_team 16
5
Curious?
Instagram is full of emotions,
tastes, experiences, foreign places
and feeling. People are looking for
something unusual. We give them
more than this. We give them
knowledge, a theme to talk and
a quick and easy way how to
support the cause, talk to us or get
involved with us by using hashtag
#PairAsAny.
We are using two accounts. One is
part of the first line with Facebook
and Tinder.
We show non-traditional pairs with
a significant hashtag #PairAsAny
written over the photo.
We comment it by a simple
question and a pointer to the other
account.
Platform 1: Instagram 1+2
The web adress
www.PairAsAny.com will redirect
them to the second Instagram
account. We’ll redirect them
because people are sometimes
afraid of shorten links.
On the second account you will
see myths about civil partnership
or LGBT community dispersed by
data or real stories. Users will stop
on those posts, because they are
not against same sex marriage
they just don’t have a truthful
information. We’ll deliver them all
information they need to create
their own opinion.
Surprise!

6. YL2017_cyber_team 16
6
It’s a Match!
What’s the best place where we
can talk about relationships?
Of course, Tinder!
Some found the one, some
summer love and some just
a friend for a night.
People on Tinder are open to talk
about relationships, sensitive
themes and you catch them in their
moment of free time where they
swipe after swipe. There’s a much
smaller chance to just miss a post
like on other social media.
Platform 2: Tinder
We all know food pairs like hotdog
and bun or coffee with cake.
But that doesn’t mean that non-
traditional doesn’t match!
Just like in real life. It doesn’t
matter who you love. Love feels
the same for everyone.

7. YL2017_cyber_team 16
7
Engaged?
Like me! Share me! Comment me!
Unless you are actively interested
in a matter of LGBT you probably
don’t know much about difference
between civil partnership and
marriage.And a lot of other things.
ALOT.Your social bubble will
make sure of it. We’ll show you
something different. Not just
babies of your high school friends
and laughing shutterstock photos.
Stop for a while, because you’ll see
something a bit different. But, just
a little bit.
Your share can change lives.
Platform 3: Facebook