Glass: The Lion For Change > Glass
OGILVY & MATHER SINGAPORE, Singapore / OOGACHAGA / 2016
Awards:
Overview
Credits
BriefWithProjectedOutcomes
Singapore is proud to be one of the most developed countries in the world and still, you might be committing a criminal offense for being gay.
Section 377A of the penal code criminalizes gay sex.
Local schools don't offer an inclusive sexual education.
40% of Singaporeans consider homosexuality unacceptable and 65% have negative attitudes towards it.
Gay teens are 4 times more prone to depression and suicide attempts.
Execution
The first sessions were in early April. Oogachaga and their partners spread the word on their social platforms the week before we started.
A team of expert counselors sat in a room for 4 hours every night.
The response was overwhelming. As the days went bye, more and more users came seeking for advice.
Outcome
It started as a pilot but the response was such that it became an ongoing initiative.
An average of 20 users are showing up for every session.
Some looking for simple answers, others for advice on how to come out or just someone to share their anguish safely and secretly.
Strategy
Snapchat from the Closet by Oogachaga Counseling is the safest and most confidential channel for teens to discover their sexuality.
We reached for them where they already were and felt comfortable at: Snapchat.
They asked. We answered. And it all disappeared in 3 seconds.
Synopsis
Singapore is a modern country but still a very conservative society, especially when it comes to LGBT issues.
It’s particularly hard for teenagers, still discovering their sexuality. They can’t talk at school and fear their families’ reactions.
How do we make it safe for them to get the answers they seek?
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