Amsterdam in the Netherlands is widely considered to be the gay capital of the world. And while we were the first in the world to legalize same-sex marriage, a lot has changed. The number of incidents of homophobia and anti-gay violence have been on the rise for years, yet discrimination based on sexual orientation is still not prohibited by constitutional law. Something that 62% of the Dutch were unaware of before the campaign.

Accept to Enter. An idea that put the universally hated cookie pop-up to good use. This time it didn't ask you to accept cookies, it asked you to accept human rights... in support of banning discrimination against the LGBTQ+ community by constitutional law.

We do not have the power to change the Dutch Constitution ourselves. So we used internet law to raise awareness, send a powerful message to the Dutch politicians, and help initiate real change. If we have to accept cookies before we visit a website, a lot more should be accepted. The LGBTQ+ community should be able to live their lives in safety.

To reach as many people as possible, we launched the idea as a white label campaign. Together with partner agencies, we created the pop-up and implemented it on our own websites. Then we approached brands to support the cause by installing the pop-up on their own websites. Big brands like the Dutch National Football Association, big TV broadcasters, NGOs, the largest Dutch casino, and another 60 household names quickly followed.

Within days the campaign had grown into a national movement. Over 65 companies and brands participated and added the pop-up to their own website. Big influencers shared the campaign to start and boost the social conversation. During Amsterdam Pride week, we managed to reach 14,000,000 people. Millions of whom accepted the pop-up to generate a media value of €400,000, without a media budget! Most importantly, the 3 largest political parties in The Netherlands have now signed an agreement to include the Constitutional amends in the upcoming coalition agreement.