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Stonewall - Case Study

 
 

Rallying closet allies into noisy activists

The Background

For many people, it feels as though great strides have been made towards LGBT rights in the UK following the legalisation of gay marriage. But the fight for equality is far from over. Hate crime has risen significantly over the last 5 years and LGBT charity Stonewall needed supporters to be more than just a silent majority.

The Idea

Our goal was to remind allies of the LGBT community that we all have a part to play in creating a world where everyone, everywhere can be themselves. “Come Out For LGBT” is Stonewall’s first campaign in more than a decade that rallies allies and encourages them to become active and visible supporters.

The integrated campaign is part of a three-year programme, and features a line-up of influential people from entertainment, football, the armed forces and faith representatives, all getting visible for the cause and encouraging others to do the same.

Running TV, in cinema and out-of-home signage at school commons, major interchanges and on buses. The campaign became a rallying cry, using social and digital activations. Stonewall’s e-commerce shop was also set up to let people buy campaign merchandise such as t-shirts, pins and mugs, to show their visible support for the LGBT community. And there was even an integration with Amazon’s digital assistant, Alexa.

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Alexa, Come Out For LGBT

By saying, “Alexa, Come Out for LGBT,” users can now ask Alexa questions about LGBT issues answers people’s difficult and confusing questions and from wherever they are comfortable to ask. With answers and resources vetted by the experts at Stonewall, Alexa is helping people across the country get educated and be active supporters.

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The Results

Within the first day we had garnered support from allies as diverse as Russell Brand, JK Rowling and Manchester United, leading to over 54,000 social mentions and coverage in The Guardian, The Sun, The Independent, NBC and Sky. More importantly, Stonewall has seen a 33% increase in peoples willingness to take action in support of LGBT rights - its most important metric and highest increase ever measured.

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