Gay Project
#ProudAF

Challenge

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

Approach

Our approach included a considered strategy of promoting the visibility of GBTQI+ POC and Travellers across Ireland; Highlighting the challenges facing GBTQI+ POC and Travellers in Ireland; To encourage a greater understanding of white/settled gay privilege and intersectionality; To highlight the need for more support for GBTQI+ POC & Travellers. to To encourage user generated conversations through the #ProudAF hashtag

Results

Our impactful campaign generated a combined reach of 27.5M across media coverage, partnerships, influencer marketing, hashtag conversation and out of home. Highlights included GCN Magazine’s front cover and six page editorial, pieces in Pink News and the Irish Times and a large out of home activation above The George gay bar on Dublin’s George’s Street.