This document proposes a social media campaign to support equal marriage rights for LGBT couples in the Czech Republic. The campaign would involve children from foster homes going on holiday trips with famous LGBT influencers. Videos of the children saying they don't mind going on holidays with same-sex couples would be shared on YouTube. Then, the children would create Instagram stories about their holidays with the influencers to share on their channels. Finally, a Facebook camera effect would encourage more people to show support for equal marriage rights using the hashtag #Idontmind. The goal is to demonstrate that LGBT couples can provide loving care and shift public opinion toward supporting same-sex marriage.

1. 1 YL2017_cyber_27
INSIGHT
Most kids in the Czech Republic are
looking forward to summer holidays,
because they can take a break from
their parents for a while.
However, there is about 8 000
children for whom holidays are not
the same pleasure as for the others.
Kids from foster home are going for their best holidays
624 902 views
Kickoff case video: interview with foster
home kids about their holiday wishes
Custom camera filters to express
support for the movement
Kids create holiday stories
on their new influencer parents‘ channels
Have you ever asked
children about their opinion
over equal marriage?
IDEA
As people do not see any difference
between civil relationship and marriage,
we will trigger a special movement called
#ParentsForHolidays.
We will allow kids from foster homes
experience real getaway holidays with
borrowed LGBT „parents“.
In this way, we show that rights of LGBT
community are not equal to heterosexual
couples.

2. 1. SUMMARY
Our challenge was to get undecided Czechs
to support equal marriage – the right of LGBT
people to marry. Majority of Czechs agree that
LGBT people should have the same rights,
however, they do not clearly see the
difference between civil partnership and
marriage.
That‘s why telling stories about equality would
not be enough.
We decided to start a real story instead.
We let children who were not lucky enough to
grow up in hands of a married couple to speak
up if they would mind spending holidays with
two dads or two moms. Moreover, it‘s not us
who create the stories in social media; it‘s
them.
SUMMARY PICTURE INTEGRATED SOCIAL MEDIA CAMPAIGN
SUMMARY
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3. 2. WRITTEN SUBMISSION OF THE
CAMPAIGN
So far, the LGBT community talked
mostly about itself. Now it‘s time to
talk about how having the same
rights can be beneficial to the whole
society.
We will trigger a special movement
called #Rodicenaprazdniny -
#ParentsForHolidays,
allowing kids from foster homes
experience real getaway holidays
with borrowed LGBT „parents“.
By doing this, we will also
demonstrate that couples from
LGBT community can be parents
only for holidays due to the law. By
no means could they provide equal
fulltime care to heterosexual
couples.
WHAT IS YOUR SOLUTION?
Igniting public discussion:
We will ask kids from foster homes
about their dream holidays and whether
they would mind spending them with
two dads / two moms. We will shoot the
answers and turn them into a case
video. Inviting journalists to see the
video up front and talk to the kids does
not seem like a bad idea to us.
Pouring on more oil to the fire:
We will send the kids on holidays with
famous and respected Czech
influencers, who - by the way - happen
to be lesbian/gay. For authenticity and
impact, kids will post holiday stories
onto influencers‘ social media channels.
Filing the final argument:
When the kids do not mind, why do
you? We will motivate all folks to join
the fight by signing their content with
#Idontmind hashtag. Not the usual way;
we will explain later on.
HOW DOES IT WORK?
Most kids in the Czech Republic are
looking forward to summer holidays,
because they can take a break from
their parents for a while.
However, there is about 8 000
children for whom holidays are not
the same pleasure as for the others.
CREATIVE INSIGHT
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4. 3. THE USE OF 3 SOCIAL MEDIA
PLATFORMS
YOUTUBE
Kickoff case video: interview with foster
home kids about their holiday wishes
and revealing our surprise
FACEBOOK
Custom camera effects
so that people can easily support us
INSTAGRAM
Kids create stories
on „parents‘“ influencer channels
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Kids from foster home are going for their best holidays
624 902 views

5. 3. THE USE OF YOUTUBE:
CAMPAIGN KICK OFF
5
Video interview with kids with a surprising twist
We ask kids in foster homes where they would like to
go for summer holidays. Beach, Disneyland or
camping... What about a family trip?
Afterwards, we ask whether they would mind to
go there with two moms or two dads.
If they were ok with that the LGBT couple takes them
for a trip to their dream destination and show them
fun and love they probably never experienced.
Kids from foster home are going for their best holidays
624 902 views
PR support
We will
cooperate with
journalists
and NGOs to
point out the
problem of
kids.
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6. 4. THE USE OF INSTAGRAM:
LIVE PHASE
5
Best holiday deserves best content
Kids share photos, videos and stories of
their trip on Instagram of their borrowed
LGBT parents. We can use IG stories
for live coverage – as well FB posts to
spread the message.
The unexpected content shows our
celebrities in totally different point of
view to tens of thousands of their
followers.
Example of LGBT influencers:
Aneta Langerová (singer)
Martina Navrátilová (tenis player)
Karla Šlechtová (Ministry of Regional
Development)
Karel Voříšek (TV news anchorman)
Honza Musil (TV news anchorman)
Yemi AD (performer, artist)
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7. 4. THE USE OF FACEBOOK:
FOLLOW UP
5
Kids don‘t mind.
Do you?
After all the happy holiday
content we ask people
if they still mind gay
marriage.
Join the movement!
We will help them stand
up for the right thing.
We will create a custom
Facebook Camera Effect
to customize their photo
directly in FB application
and share with friends.
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