The narrative structure, as well as the powerful emotions created in the song make it an essential part of the campaign, drawing the viewer in and greatly strengthening its message.

The film is part of the National Action Plan for equal rights, against hatred and anti-LGBT+ discrimination aims to reduce acts of discrimination and violence against LGBT people and to promote better acceptance of sexual minorities within society: "In the face of intolerance, it is up to us to make a difference".

This campaign for Santé Publique France launched in the Hexagon during the International Day Against Homophobia, Transphobia and Biphobia.

It was supervised by BABEL creative director Jean-Laurent Py and came to life two years later, after a tremendous amount of work, energy, passion, and a lot of learning.

The film, which has quite a positive tone while denouncing violence and discrimination, is also the famous song: « We, The Lovers », winner of the 1961 Eurovision award, performed by Jean-Claude Pascal.

It was only much later that the hidden double meaning of the lyrics was discovered, revealing a hymn to the repressed love of homosexual lovers. This would have been based at least in part on Pascal’s own experience as a gay man experiencing homophobia.

The use of a hymn usually pays tribute to what it is about. With the use of this song, we wanted not only to celebrate all forms of love, without any exceptions, but also to make it seem more powerful than anything.

At the end of the spot, a message invites viewers to consult the new Questionsexualité.fr website, which gives access to reference information on sexuality and will deal with questions of discrimination.

For digital, a series of podcasts entitled “And then” was produced for distribution on social networks. These podcasts collect testimonials that show how the journey of the close family circle towards the acceptance of an LGBT person can be more or less rapid or more or less complicated. It is, in any case, crucial for people.

The system is supplemented by the activation of partnerships affecting many audiences and sectors: health professionals, the workplace, the family environment, and with strong actions carried out in the school and university environment and the sports environment.

The whole project was implemented in a timeframe of a little bit more than two months, for it took patience and a lot of listening. The original song was licensed and placed. The image and words had to be perfectly synched to send the right message and to promote it strongly.

The podcast aired on the Santé publique website and continues to help community learn more about the LGBTQ+'s many facets and difficulties. The campaign itself reached hundred of thousands of people on social network and television. It promoted and continues promoting the message to make homosexual, transgender and bisexual love less taboo and more accepted and humane.