- Movement Branding
- Campaign strategy
- Campaign launch
- Video and Graphic Content development to fuel growth
- Content distribution to get messages seen and shared
Summary: Back in 2013, whilst working at All Out, Mike (Shape History’s founder) led a digital campaign that tackled anti-gay laws.
Emote: As part of the campaign, video and graphic content that focused on LGBT rights and the Winter Olympics were created. The content also 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.