Awareness-raising campaign

Pages47-59
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

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