ALL OUT: #LoveAlwaysWins: Sochi Olympics
Summary: Shape history created a digital campaign tackling anti-gay laws in partnership with AllOut.org and American Apparel.
Emote: We created video and graphic content that focuses on LGBT rights and the Winter Olympics, which included a merchandising campaign with American Apparel.
Educate: Audiences from social and news media were directed to a landing page where they can learn more and take action.
Action: The landing page also incentivised petition sign ups and social media sharing.
Result: More than 50 All Out members delivered a petition of 300,000 names to the International Olympic Committee (IOC). For the first time in its history, the IOC publicly stated that Principle 6 in the Olympic charter prohibits discrimination based on sexual orientation. After 1.5 Million + Views 15 million hashtag impressions, the International Olympic Committee added anti-discrimination to future bid rules.
- The language of our campaigns was used in major media outlets and was even adopted by leaders like UK Prime Minister David Cameron and UN Secretary General Ban Ki-Moon during his opening remarks at the Sochi Olympics.
- Movement Branding
- Campaign strategy
- Campaign launch
- Video and Graphic Content development to fuel growth
- Content distribution to get messages seen and shared