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Project: NoHomophobes
Client: Institute for Sexual Minority Studies and Services, University of Alberta

Even though most people are accepting of the LGBTQ community, many continue to use homophobic slurs in their everyday lives — without even thinking of the impact their words can have.

The challenge was to get people who use phrases like “that’s so gay” to really think about what they’re saying—and how hurtful those words could be to LGBTQ people around them. Ultimately, we wanted to eliminate these hurtful phrases from everyday conversation.

We held up a mirror to people using this language on social media to highlight the problem.

Working with Burnkit in Vancouver, we developed The site tracks, counts and displays tweets that use homophobic phrases in real time.
The results are tallied over a daily, weekly, and all-time basis. Users can even click on tweets and post responses to the people using this kind of language Twitter.

In the first 24 hours of its launch, was visited by over 100,000 people. It was shared by Rosie O’Donnell, Ellen DeGeneres, Chaz Bono and George Strombolopolous.

NoHomophobes was also covered in countless online and conventional media outlets, including the Economist, Mashable, the Huffington Post, Al-Jazeera, and many more.
The website and associated campaign has earned numerous accolades as well, including:

  • Marketing Awards: Gold for Public Service, Silver for Integrated Campaign
  • Strategy Magazine: AToMiC Award for Best Tech Breakthrough
  • One Show: Merit for Public Service/Non-Profit, Merit for Best Use of Social Media
  • ACE Awards: Nine awards including Best in Show

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Thanks Alcohol

When most 18–24 year olds drink, they binge drink. It’s a social norm. So when a night out doesn’t end well, they blame the alcohol instead of themselves. We needed to change that.

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