Call it out

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.

Billboard

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 hypertargeted 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