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 M ember

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 t ake part in the sur vey

(by following alink);

•motivate LGBTI people to sha re the survey to

their social medi a network, frien ds and LGBTI

environment.

And eventually to:

•collect al arge number of LGBTI peo ple’s replies to

the EU LGBTIII sur vey, 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 a nd intersex groups a nd 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 chan nels 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 sol utions, in case the in itial contact

approach was not suf ficiently effec tive, 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 descr ibed themselves as l esbian, gay,

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

were not comfortable wi th any of these labels but

were not heterosexual and cisgender;

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

ber States, North Ma cedonia or Serbia for t he last

year, regardless of legal circumst ances (residency)

or citizenship;

•people who were aged at l east 15.

6.3. Communication plan

The communicatio n plan and its im plementation wa s

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