Our campaign utilises ‘Ocean Labs Technology’ and leverages localised messaging to help the crisis feel “close to home”.
The creative sees someone from the LGBTQ+ community standing behind the frosted glass of a front door. We hear the shouting, abuse and family rejection.
The campaign leaves a hard hitting message of ‘Kicked Out for Coming Out’, as onlookers are invited to donate to help Stonewall Housing end LGBTQ+ homelessness in the area.
We worked alongside representatives of the LGBTQ+ community for whom the campaign held particular significance: It was shot by Laura Pannack and the campaign talent was a real service user of Stonewall Housing – having actually faced family rejection when coming out. The audio was also created from a true story from a real service user.
The campaign resulted from Mr. President winning the charity prize in Ocean Outdoor’s 2023 digital creative competition – with £100K of media spend across Ocean’s multiple environments and iconic digital formats in cities across the UK. It will run for a total of two weeks and it is the first campaign of the 2023 competition winners to go live.
Ocean’s Loop sites serve as the perfect placement for the creative on multiple accounts: There are placements in selected sites in London, Birmingham and Manchester – all communities that the charity serves. The 6-sheet sites resemble that of a door – helping deliver the visual concept. And finally, the Labs dynamic sound technology gave us the perfect opportunity to stop people in their tracks – knowing it’s instinctive for people to look around when they hear shouting.
If you’d like to donate to this important cause, please visit Stonewall Housing’s website.
