Cannes Lions

SAME-SEX LAW REFORMS

M&C SAATCHI/MARK, Sydney / NATIONAL LGBT HEALTH ALLIANCE / 2010

Presentation Image
Presentation Image
Presentation Image
1 of 0 items

Overview

Entries

Credits

OVERVIEW

Execution

With a small budget, we needed an affordable media channel to reach our objectives. Human billboards. WEAR IT WITH PRIDE began with leading artists translating the law reforms into 85 T-shirts. Their brief included a colour, a reform number and stories from same-sex couples to inspire their designs. We shot a video clip with our T-shirts. Our media launch with 250 T-shirts and celebrities at the Sydney Opera House, went around the world. All activity drove people to our website to learn about the reforms, buy the T-shirts and become human billboards. Each T-shirt empowered the wearer with the designer's rationale, to start reform conversations across the country and organically multiply our reach e.g.:Q: Nice T-shirt, what's it about?A: It's two women in love arriving in Australia, celebrating the new equal visa rights for same-sex couples. There's 85 new reforms, you should find out which ones fit you.

Outcome

- Campaign seen 37.5 million times in Australia and overseas - ROI 6126%, $3.247 million - Initial PR value $2.7 million - Number 9 single on iTunes, 3rd favourite daily YouTube video - 31,000 unique site visits, average of 1 every 3 minutes - One T-shirt sold online every hour - 4.20 mins on site, 5.89 page views, 620% more than average education website - Thousands of human billboards now generating millions of law reform conversations across Australia

Similar Campaigns

12 items

The Hidden Lump

ARTPLAN, Rio de janeiro

The Hidden Lump

2021, FUNDACAO LACO ROSA

(opens in a new tab)