TENI, University of Limerick, European Commission - #CALLITOUT

Challenge

To support the LGBT+ community in Ireland by encouraging them to avoid normalising and internalising the homophobia, biphobia and transphobia they experience. Encourage the General Public to stamp out homophobia, biphobia and transphobia when they encounter it.

Approach

We devised an integrated through-the-line campaign called ‘Call It Out’ which had the dual purpose of reaching the LGBT+ community as well as the wider general public. The campaign messaging and visual language was designed to meet people where they are and not to scold or admonish. The campaign messaging and activations stayed steadfastly positive despite the issue we were dealing with being negative.

The campaign deliverables consisted of a hero campaign film that lives on social media, out-of-home activations including; billboards, washroom posters, Orbscreen posters, a radio ad and several hyper-targeted digital adverts. This above-the-line activity was supported by a large scale stakeholder campaign, PR campaign and influencer strategy.

Results

  • 5 million digital impressions
  • 1 million views for the campaign video across Facebook, Instagram and Snapchat
  • Over 200 pieces of media coverage & over 1 million reach through Influencers
  • Newsletter subscription