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.
In the first 24 hours of its launch, NoHomophobes.com 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