Cyber 2017 brief – Jak zvýšit awareness o registrovaném partnerství

25/04/2017 by admin

Background information

Prague Pride is an organisation best known for its summer festival of the same name, which is mainly prominent for its Pride parade happening annually since 2011.

The festival is targeted towards not only LGBT community but the mainstream population as well. In the year 2016 more than 40,000 people attended the Pride Parade.

Each year the festival follows a different theme:

  • 2011 – Festival of tolerance
  • 2012 – Subcultures within a culture
  • 2013 – Coming out
  • 2014 – Life of gays and lesbians in eastern countries – Rise against homophobia.
  • 2015 – Bullying
  • 2016 – Love
  • 2017 – Born this way

Key visuals for years 2011 – 2016 can be found at https://goo.gl/NJfXFh.


The theme for 2018 is „Equal Marriage“.

Since 2006 gays and lesbians can enter „Civil partnership“(Registrované partnerství), this pact, however, is not equal to standard marriage on legal terms – for example, there is no common property of spouses in a civil partnership. The mainstream population, however, sees the civil partnership as equal to marriage.

In a study done for Prague Pride in 2016 (https://goo.gl/B3FAEn) you can see that majority of the population agrees to a certain degree that gays and lesbians should be able to get married. Part of the population is afraid that once marriage becomes legal for gays and lesbians more groups will ask for the same such as paedophiles or zoophiles.

The mainstream population doesn’t see LGBT activism as a fight for equal rights but as a fight for more rights than heterosexual community.

Prague Pride communicates mainly through 4 online channels:
Website: www.praguepride.cz

Facebook: www.facebook.com/PraguePrideCZ

Instagram: www.instagram.com/prague.pride

YouTube: https://www.youtube.com/channel/UCedA_8byx3MLpemGarSufgw


The Brief

Create an online campaign to raise awareness about LGBT fight for equal right to marry in Czechia.

Target Audience

“Moveable middle” – People who have not yet strict opinion whether gays and lesbians should have equal rights to marry.

People over 30 years of age, as younger generations tend to already agree with the topic of equal marriage.


According to our study, marriage is not considered to be a useless pact in Czechia.

Main reasons for marriage:

  • Love
  • Family – children
  • To strengthen the bond between two people
  • Joint future

Key values in marriage:

  • Trust
  • Loyalty
  • Commitment
  • A bond between two people who care for themselves (in good or bad)


25% of the population agrees that gays and lesbians should have equal right to marry, 55% is unsure, 11% disagrees completely, and 10% has not made up their mind about this topic yet. The main argument against is that marriage should lead to children.

A common argument against LGBT community: “I do not mind gays and lesbians, but I hate when they shove their sexuality into my face with parades and public kissing and stuff”.

Campaign objective

To help convince the undecided consumers to support equal rights of gays and lesbians to marry.

Key message

Equal rights to marry for gays and lesbians.

Equality in society.

Civil partnerships exist for ten years, and the society has not collapsed yet.

Love is same for everyone, no matter the sexual orientation of the person.

Tone of voice

Inclusive, friendly, simple. Avoid calling anyone homophobic.

We are not making the mainstream community pity the gays and lesbians.



Production – 80t CZK. Media – 41t CZK. Can be modified based upon recommendations.


June – August 2018


Change in public opinion polls.