Awareness-raising campaign

• Pages: 47-59

47

The communicatio n plan for the EU LGBTIII survey was

created to reach LGBTI people in the 28 EU Member

States, North Maced onia and Serbia.

6.1. Goals of the awareness-

raising campaign

The goals of the commu nication strategy were initially

to:

•let LGBTI people know about the survey;

•motivate LGBTI people to take part in the survey

(by following alink);

•motivate LGBTI people to share the survey to

their social media network, friends and LGBTI

environment.

And eventually to:

•collect alarge number of LGBTI people’s replies to

the EU LGBTIII survey, following the successful re-

sponse rate to the previous s urvey;

•cover the most diverse group of res pondents possi-

ble, both in terms of aff iliation with the gay, lesbian,

bisexual, trans and intersex groups and in terms of

sociodemographic characteristics (intersectionality

and inclusiveness) within these groups.

To reach the broadest possible se gments of the target

group(s), the explicit aims of the communication strat-

egy were to:

•use dedicated channels to reach out to the LGBTΙ

groups, where applicable;

•encourage sharin g of the survey to reach out to the

biggest and most d iverse audience;

•set up fall-back solutions, in case the in itial contact

approach was not sufficiently effective, to reach

out to sub-populati ons that are harder to reach and

motivate them to part icipate (e.g. elderly LGBTI, i n-

tersex and trans people).

6.2. The target groups of the

communication strategy

The survey’s target grou p was also the target group of

the communication activities, i.e. the communication

activities addressed the following people:

•people who described themselves as lesbian, gay,

bisexual, trans o r intersex, and all other peo ple who

were not comfortable with any of these labels but

were not heterosexual and cisgender;

•people who had lived in any of the 28 EU Mem-

ber States, North Macedonia or Serbia for the last

year, regardless of legal circumstances (residency)

or citizenship;

•people who were aged at l east 15.

6.3. Communication plan

The communication plan and its implementation was

managed by Homoevolution under FRA’s guidance.

Homoevolution, amarketing and consultation com-

pany with an extensi ve network of international LGBTI

media professionals, worked with FRA to coordinate

cooperation with the European-wide LGBTI umbrella

6 

Awareness-raising campaign