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All Out: #LoveAlwaysWins

Change the International Olympic Committee future big rules to include LGBT Rights.

ALL OUT: #LoveAlwaysWins: Sochi Olympics

Summary: Shape history created a digital campaign tackling anti-gay laws in partnership with 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.