all-out

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.

Key Deliverables:

  • Movement Branding
  • Campaign strategy
  • Campaign launch
  • Video and Graphic Content development to fuel growth
  • Content distribution to get messages seen and shared

 

Links:

 GETINTOUCH1

 

 

Mike Buonaiuto

Executive Director

Mike@shapehistory.com

Alex NewAlex Thompson-Armstrong

Head of Campaigns and Communications

Alex@shapehistory.com