What we did: 

Gay Project, Department of Children, Equality, Disability, Integration and Youth

Develop and launch an impactful month-long campaign with the aim of reducing instances of racism towards GBTQI+ Travellers and People of Colour within the LGBTQI+ community in Ireland

The Challenge

The challenge at hand? To develop and deliver a behaviour change campaign that could address the multifaceted realities faced by the LGBTQI+ community. We turned the spotlight on white/settled gay privilege and intersectionality, prompting the community to take a closer look, and hopefully, take a stand.

We strategically amplified the voices of Gay, Bisexual, Trans, Queer (GBTQI) Travellers, and People of Colour, aiming to reduce instances of racism within the Irish LGBTQI+ community. The battle cry? #ProudAF.

The Approach

To drive engagement, we turned the microphone over to the people themselves, encouraging user-generated content with the #ProudAF hashtag. And boy, did they respond! Their stories, their challenges, and their victories became the lifeblood of our campaign, flooding the digital sphere with resonant narratives that were impossible to ignore.

The Results

Here’s the kicker – our campaign resonated with a whopping 27.5M individuals! We showcased the hard-hitting realities faced by GBTQI+ POC and Travellers through various channels, with major highlights including a cover feature in GCN Magazine, thought-provoking articles in Pink News and the Irish Times, and a stunning out-of-home activation above The George gay bar.

The ripple effect of our campaign continued to spread, fostering increased understanding and respect for the LGBTQI+ community in Ireland. But we didn’t stop there. This campaign further fueled our resolve to continue fostering change and advocating for inclusion.

In partnership with the Gay Project, we went all out, we pushed boundaries, and we ignited change. It’s campaigns like these that amplify our belief: we are more than just a marketing agency, we’re change-makers!

This is not just a case study. It’s a testament to the power of storytelling, and the remarkable impact when heart, innovation, and social purpose intersect. Ready to make your mark with us? Let’s fire up the engines of change, together!