Title | PINK TRIANGLE |
Brand | VANGARDIST MAGAZINE |
Product/Service | LGBT CAUSE |
Category |
B04. Business Citizenship / Corporate Responsibility & Environmental |
Entrant
|
SERVICEPLAN FRANCE Paris, FRANCE
|
Idea Creation
|
SERVICEPLAN FRANCE Paris, FRANCE
|
Idea Creation 2
|
SERVICEPLAN GERMANY Munich, GERMANY
|
Idea Creation 3
|
PLAN.NET Munich, GERMANY
|
PR
|
SERVICEPLAN FRANCE Paris, FRANCE
|
Production
|
SERVICEPLAN FRANCE Paris, FRANCE
|
Credits
Dimitri Guerassimov |
Serviceplan France |
Chief Creative Officer |
Fabien Teichner |
Serviceplan France |
Chief Creative Officer |
Damien Veillet |
Serviceplan France |
Copywriter |
Frédérique Auvitu |
Mediaplus France |
Media Nuying |
Julia Meinetsberger |
Serviceplan Group |
Account |
Leo Thielemann |
Serviceplan Group |
Account |
Christoph Everke |
Serviceplan Group |
Creative Director |
Alexander Nagel |
Serviceplan Group |
Creative Director |
Rafael Angulo |
Serviceplan Group |
Art Director |
Nedim Aktas |
Serviceplan Group |
Copywriter |
Why is this work relevant for PR?
This campaign generated unhoped-for results. In one week only, the topic of the homophobia was relieved in the main national French media: TV, Press, radio achieving a reach of 371.655.691 potentials visitors (source ACPM / Alliance for press and the media figures).
It also aroused lots of mediatized debates between people founding the campaign shocking and those who were convinced of its legitimacy.
Background
In a time when LGBTQI communities (Lesbian, Gay, Bisexual, Transgender, Queer, Intersex) can evolve almost everywhere freely, the fact that they face persecution, imprisonment, torture or death in more than 70 countries* around the world is rarely reported by the media (*including; Chechnya, Egypt, India, Indonesia, Jamaica, Malaysia, Sudan, and Uganda).
The Austrian magazine Vangardist decided to denounce the plague of the homophobia which persists in numerous countries, with raising awareness operation of international scale: "The Pink Triangle".
Pink Triangle France is the latest stage in a continuing international campaign to #EndHomophobia with a petition imploring the United Nations to abolish homophobic laws:
https://pinktriangleissue.com
Describe the creative idea
As the client explained “In France, we decided to show posters with unpleasant text lines that are difficult to digest. We know that they aren't made for easy reading, but this is the only way to emphasize the troubles faced by LGBTQI+ communities in Homophobic countries. But unfortunately this is the reality for many in the LGBTQi+ community, who are deeply troubled by news reports of persecution around the world. Because the situation in some homophobic countries is not always reported by the media, it’s not common knowledge how critical the situation really is.”
As a result of this, we created an hard-hitting Billboard Campaign which headlines enlighten realities recently revealed in two articles :
Homosexuality is still considered as a crime in more than 70 countries : https://www.theguardian.com/world/2017/jul/27/gay-relationships-still-criminalised-countries-report
In Jamaica, women are submitted to collective rapes to cure them to be lesbian :
http://www.marieclaire.co.uk/news/corrective-rape-first-person-6626
Describe the strategy
We created posters with hard-hitting headlines underlining the little known fact that homosexuality is a crime in 72 countries, some of them just a 3-hours-flight away from us; another is additionally citing a news report about women in Jamaica being subjected to gang rape to ‘cure’ them of being Lesbians.
To reveal our message to the widest public, and not only to passers-by in the street, we had to create a campaign with great organic distribution potential. This is why we chose to deliver a strong message with powerful words.
Describe the execution
To guarantee the impact of the message, we chose a white typography on a black background. We wanted to reveal this brutal reality in as brutal a way.
Down the posters, the public is invited to sign the Pink Triangle Issue petition which appeals to UN Secretary-General António Guterres to add the rights of LGBTQI+ persons to Article 2 of the United Nations “Universal Declaration of Human Rights”.
In Jamaica, women are submitted to collective rapes to cure them to be lesbian :
http://www.marieclaire.co.uk/news/corrective-rape-first-person-6626
List the results
From the first day of appearance, the campaign and the subject of the homophobia became among the subjects the most relieved in the media. It became quickly a topical subject of debates in the main national media, press, tv and Frenchs radio channels : France Info, planet.fr, Glamour, Le Parisien, La Provence, RTL, Actu.fr, Le Point, Huffingtonpost, Atlantico, Égalité & Concilliation, BFM, CB News, La dépêche, Têtu, Terrafemina, Lamontagne.fr, Ouest-France, Néon, M6 (le 19.45), Sud-Ouest, Le télégramme, Arte (France TV), Pulpe, Le Dauphiné, Komitid...