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.