This campaign transcends mere marketing, embodying a transformative vision for social inclusivity and diversity. Gay Games 11 Hong Kong 2023 (GGHK) champions the LGBTQ+ community's visibility and acceptance, leveraging sports and culture as universal languages to unite disparate groups. It confronts social stigma and discrimination, advocating for equality and celebrating individuality. The campaign's innovative outreach and poignant messaging foster a global dialogue, challenging cultural norms and inspiring societal change. GGHK is not just a sports event, but a movement towards a more accepting world, despite current challenges such as geopolitics, bigotry and the pandemic.

Situation: The 11th Gay Games held in Hong Kong, an international event promoting inclusivity and diversity through sports and culture, has never been held in Asia before, a region with traditionally low acceptance levels of LGBTQ+ communities. Previous host cities included Sydney, Paris, San Francisco, and Amsterdam.

Brief: GGHK2023's mission was to launch a large-scale, impactful campaign to raise awareness, educate, and build support for the Gay Games in Hong Kong, Asia's first host city, despite geopolitics and cultural resistance.

Objectives: The primary objectives were to increase awareness of the event, engage and expand the Gay Games audience in Asia, and most importantly, champion and educate the public about the importance of diversity and inclusion. Additionally, the campaign aimed to foster community support and participation from diverse demographics, including LGBTQ+ individuals, allies, and the public.

Tapping into Hong Kong’s Place as a Nexus of Heritage vs. Change

Hong Kong serves as a nexus between East and West, embodying a unique blend of traditional Chinese culture and a cosmopolitan international influence. While it has a visible LGBTQ+ community, cultural norms and legislation have historically lagged in recognizing LGBTQ+ rights. The absence of same-sex marriage recognition and conservative attitudes among certain demographics reflect broader societal tensions. However, the city has hosted events like Pink Dot and Hong Kong Pride, indicating a growing acceptance.

The strategic timing of GGHK around significant events – such as Global Pride Day and local celebrations – is crucial. These events provide a backdrop for the Games to harness existing momentum for LGBTQ+ issues. The campaign's alignment with the 40th anniversary of the Gay Games and the AIDS Memorial Quilt Exhibition taps into a rich legacy of advocacy and remembrance, further enhancing cultural resonance.

The initiative navigates a complex socio-political landscape, with significant opposition from local lawmakers who connected GGHK with politics to slow its momentum. GGHK's apolitical stance aims to sidestep contentious issues while still promoting diversity and inclusion. The campaign's cultural sensitivity and timing with regard to local legislation, social movements, and global attention towards LGBTQ+ rights contribute to its potential for effecting social change.

Creative Idea: Blending Tradition with Colorful Diversity

The campaign artfully wove local cultural elements with global LGBTQ+ narratives to create a cohesive and powerful message of inclusion and empowerment. The innovative and colorful "Pride Lions" of the Opening Ceremony challenged traditional norms with a modern twist on the lion dance – a powerful emblem of respect in Chinese culture. Dancing lions in all colors of the rainbow represented diversity, contrasted within an Asian heritage context. This compelling visual metaphor carried through the entire campaign, featured in videos, podcasts, social posts, and media libraries. Alongside heartwarming coming out stories like Hong Kong singer Terence Siufay and out Scottish footballer (both GGHK Ambassadors) Zander Murray's personal journeys, the narrative resonated universally. Ambassadors such as Silvy of Thailand and Jason Dhakal of Philippines made it clear: no matter who you are or where you come from, unity and diversity are co-dependent and celebrated.

The Strategy: A Narrative Surrounding Unity

The strategy targets a diverse demographic, encompassing LGBTQ+ individuals, allies, and the broader community. It integrates a multi-channel approach, encompassing digital media, local and international outreach, and tailored events to resonate with different audiences. The campaign leverages local cultural events, global pride celebrations, and sports fixtures to maximize visibility and engagement. By positioning GGHK as both a celebration and a movement, the strategy aims to deepen the emotional connection with the Games, highlighting the impact of participation beyond the event itself. The approach is inclusive, using storytelling and localized content to foster a sense of ownership and pride within the Hong Kong community, while also appealing to an international audience through universal themes of unity and perseverance.

Execution: Multi-Channel Phased Approach

The execution was a multifaceted, multi-year campaign that culminated in November 2023. Global media outreach was attained on an NGO budget, with outbound events such as a GGHK float at the 2023 Sydney Mardi Gras, and popup booths across Pride events in Tokyo, Bangkok, Birmingham, New York, Singapore, Amsterdam, and more. Promotional videos, such as "The Ambassadors," "Come Out for the Games," and athlete shorts on social media, were tailored to showcase different facets of the event and its values. The implementation was scaled to utilize both traditional media and digital platforms, maximizing visibility and engagement. KOLs engaged as Ambassadors included out athlete Zander Murray, and entertainers Terence Siufay (HK), Silvy (Thailand), and Jason Dhakal (Philippines). The campaign also leveraged key moments, such as the unveiling of the "Sunny the Lion" mascot during Pride month June 2023, to capitalize on global conversations around LGBTQ+ rights.

A post-event study by Kent State University Department of Economics calculated that GGHK contributed HK$200M in economic impact to HK, with over 40 multinationals supporting, and 5600 visitors representing over 40 nationalities entering HK over 9 days.

GGHK has helped raise awareness and promote inclusivity and acceptance of the LGBTQ+ community, and provided a platform for athletes and participants to showcase their talents and challenge stereotypes.

Media output in 2023 featured 1585 unique press stories in 2023 that carried narratives of triumph and acceptance, creating a positive tone that resonated globally. Global mainstream media profile stories included: BBC, CNN, NBC, Fox, SCMP, Financial Times, The Economist, The Globe and Sun, The Independent, and major newswires including Reuters, Bloomberg, AFP, and more. The campaign's social media reach was substantial as well, with 8.8M reached on Facebook and 623K on Instagram, significantly amplifying digital engagement.