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United Nations Free & Equal


United Nations Free & Equal: #CultureOfLove

Key deliverables:

  • Messaging
  • Scripting
  • Video and Graphic Content development
  • Social media content
  • Translations

Summary: Culture and tradition are profound parts of our lives. They allow us to come together to mark life’s milestones, and celebrate our heritage and the people we love. For many, they provide a sense of home, of history and identity.

Together with the United Nations, we worked with activists all over the world to create this powerful series that celebrates tradition, culture and family. We worked with the UN offices in India, China and the UK to truly bring this to life in the most powerful way.

Launching on IDAHOT 2017, the campaigns received international coverage, with messages of support from world leaders, the UN Secretary General and pop-star Sia.


Culture is better when we’re all included. Share if you agree! #CultureOfLove #IDAHOT #StandUp4HumanRights

Posted by United Nations Free & Equal on Wednesday, 17 May 2017

This father knows culture & tradition should bring us together, not drive us apart. Share if you agree! #CultureOfLove #IDAHOT #StandUp4HumanRights

Posted by United Nations Free & Equal on Tuesday, 16 May 2017

Share if you believe that love and acceptance are family values! #CultureOfLove #IDAHOT #StandUp4HumanRights

Posted by United Nations Free & Equal on Thursday, 18 May 2017

Together we have helped: Bring together thousands
of activists to raise awareness on LGBT rights around the world

Key deliverables:

  • Full wireframes
  • Page designs
  • Website translated into all 7 UN languages

We were tasked to develop a new activist-led website that truly brought to life the energy and passion the UN has for LGBT rights around the world. The new website is a modern, activist focussed and all encompassing of a plethora of campaigns. We ensured that the website is accessible and friendly to all audiences, whilst also building the site in all UN supported languages. All of this alongside following the guidelines of the UN’s strict military-grade security standards.


It’s Time

Key deliverables:

  • Amalgamation of all footage and imagery
  • Animated, 1 minute, 10 second video.
  • Subtitled animation in all UN languages.

Summary: In more than 70 countries, being gay is a crime. Hate and stigma affects millions of lesbian, gay, bisexual, transgender and intersex (LGBTI) people around the world. We worked with the UN Free & Equal campaign to call for change. To activate audiences, we created a video, using animated text, combined with pre-existing imagery and footage. Our overlay of copy and colours on top of the images were all within the UNFE brand. The music we chose to use is energetic and engaging, celebrating the work of the UNFE campaign. We created the 1 minute, 10 second video in all 7 UN languages, using subtitles. The video lives on the UNFE website.

raise awareness about being intersex around the world.

Intersex Awareness

Key deliverables:

  • Movement Building and Campaign Strategy
  • Campaign launch (launching a brand new movement with the United Nations)
  • Video and Graphic Content development to fuel growth
  • Content distribution to get messages seen and shared


Summary: Shape History was honoured to take part in this historic global campaign to raise awareness about being intersex. The campaign is the first ever by the UN or any international NGO to address the ‘I’ in LGBTI.

Emote: To activate audiences, we created a powerful video that showed the emotions of a father who’s wife has just given birth to an intersex baby. The video, that has no spoken lines, showed the emotions a father would go through, particularly confusion and worry, before coming around to accept his baby is born beautiful the way it is.

Educate: Once the video had captured the audiences emotions, we asked them to visit a newly created website that contains key messages and stats. To accommodate this, we also created info cards, quote cards and gifs to use across social media.

Action: On our dedicated website we asked audience to sign up to a dedicated action list to help us raise awareness globally about the campaign.

Result: Over 130,000+ views on the video so far, with over 2,000 individual actions taken.

Free & Equal: Intersex Awareness

Excited to launch United Nations very first video for #IntersexAwareness! Up to 1.7% of babies are born intersex - with sex characteristics that don’t fit typical definitions of male and female. Most intersex kids are put through medically unnecessary surgery and other treatments to so-called “normalize” their appearance. This can cause a lot of pain and irreversible damage to their bodies. United Nations Human Rights & United Nations Free & Equal are calling on governments and parents to protect intersex children from harm. Share to help us spread the word!Learn more: #IntersexAwareness #HumanRights #WhyWeFight

Posted by United Nations Free & Equal on Monday, 24 October 2016

TOGETHER WE HAVE HELPED: explain the economic impact
of LGBT discrimination around the world.

United Nations Free & Equal: The Price of Exclusion

Summary: As part of ongoing efforts to raise awareness of LGBT discrimination across the world, the UN published a multitude of facts and figures stating the economic impact this may have.

To achieve this, we partnered with Hollywood star Zachary Quinto, best known for his role in Star Trek, creating a powerful script that breaks down the issue into simple outcomes for society and the economic impact that follows.

Bringing the script to life, we create this beautiful animation that clearly shows the facts and figures in a simple but effective way.

The video was later shown to world leaders, led by the UN Secretary General Ban Ki-moon.

United Nations Free and Equal Reports

UN Free & Equal Campaign Progress Report 2016
United Nations - Living Free and Equal