Title | THEIR STORY IS MY STORY |
Brand | URGENCE HOMOPHOBIE |
Product/Service | MUSIC VIDEO |
Category |
G03. Single Market Campaign |
Entrant
|
FF PARIS, FRANCE
|
Idea Creation
|
FF PARIS, FRANCE
|
Production
|
COUSINES ET DEPENDANCES Paris, FRANCE
|
Credits
Guillaume Mélanie |
Urgence Homophobie |
Brand Manager |
Benjamin Gauthier |
Urgence Homophobie |
Brand Manager |
Fred & Farid Fred & Farid |
FF |
Founders / CEO |
Olivier Lefebvre |
FF |
CEO - Partner |
Etienne Renaux |
FF |
Creative Director |
Julien-Pierre Mallet |
FF |
Creative Director |
Anthony Bober |
FF |
Art Director |
Anthony Bober |
FF |
Copywriter |
Anthony Bober |
FF |
Lead Social Media |
Benoît Pétré |
Cousines et Dépendances |
Music Video Director |
Juliette Maillard |
Cousines et Dépendances |
Second Unit Director |
Patxi Garat |
Cousines et Dépendances |
Music Composer |
Clément Duquenne |
Cousines et Dépendances |
Photographer |
Marie Etchegoyen |
Cousines et Dépendances |
Executive Producer |
Yann Girard |
Cousines et Dépendances |
Executive Producer |
Marine Dufour |
Cousines et Dépendances |
Project Manager |
Why is this work relevant for Direct?
In france we think we live in a tolerant country where people are free to love themselves as they want. However, homophobic violence is increasing year on year by 15%. So we decided to use the people who have the most followers and engagement to create a shock of conscience.
At the launch of the campaign their community reacted with shock to the violence of these attacks and #TheirStoryMyStory became a real movement helping the LGBT community find their voice as they started sharing their own stories on social networks
Background
In France, acts of violence against LGBT people increased by 15% in 2018.
That's about one attack every 33h.
How can we alert public opinion on the urgency to act and react against
the rise of homophobia in France?
Describe the creative idea (30% of vote)
Whenever something happens to a celebrity, everyone talks about it.
So we decided to leverage celebrities and their communities to alert public opinion by having them share on their social platforms testimonies of assaults against LGBT people using the first person singular with the hashtag #TheirStoryMyStory.
Describe the strategy (20% of vote)
People love to see star power and celebrities showing off their fancy lifestyles on social media.
To target a wide audience that is not necessarily engaged by the LGBTQ+’s cause and alert public opinion on the urgency to act against the rise of homophobia, we decided to leverage the influential power of celebrities by having them share on their social platforms testimonies of assaults against LGBTQ+ people.
For the campaign to become viral we made them post these stories as if it were their own by using the first person singular.
Describe the execution (20% of vote)
We collected, during a month, more than 300 genuine testimonials of homophobic attacks to create this campaign from a real background. All the stories collected have been rewritten to fit in 280 characters.
On December the 18th, 70 French celebrities shared on their social platforms testimonies of assaults against LGBT people using the first person singular along with the hashtag #TheirStoryMyStory. Immediately, their fans and the media picked up and shared the assaults.
The next day, with a music video they all featured in, the celebrities revealed that those stories weren't their own but those of LGBT people who had been assaulted. The hashtag #TheirStoryMyStory launched a movement on twitter enabling victims to express themselves without fear of reprisal.
List the results (30% of vote)
The campaign had so much impact that news channels, tabloïds and digital newspapers talked about it. It generated more than 972 million media impressions and 100k engagement without any media investment.
The mayor of Paris shared the campaign on her Twitter account to praise the initiative.
Thanks to the campaign, two deputies of the government received the president of the association to create a law project against homophobia.
The song "Some Love" was ranked 2nd before Mariah Carey’s “All I Want for Christmas” in France’s iTunes store on the day it was released.
On twitter, #TheirStoryMyStory was trending for 48hours, it became a movement and helped the LGBT community find their voice as they started sharing their own testimonies on social networks.
All over the world the LGBT community welcomed the initiative and compared #TheirStoryMyStory to #MeToo and MeQueer .
Please tell us how you designed / adapted your campaign for the single country / region / market where it aired.
In france we think we live in a tolerant country where people are free to love themselves as they want. However, homophobic violence is increasing year on year by 15%. So we decided to use the people who have the most followers and engagement to create a shock of conscience.
At the launch of the campaign their community reacted with shock to the violence of these attacks and #TheirStoryMyStory became a real movement helping the LGBT community find their voice as they started sharing their own stories on social networks