Canada's largest LGBTQ2sIA festival hosted WorldPride in June 2014, the very month human rights violations were occurring in the lead up to the Sochi winter games. We mounted a response that coalesced the international LGBTQ2sI community and its allies around a common cause.
In partnership with its agencies, we co-developed and implemented#LoveSochi, a stand-up-and-be-counted style campaign offering WorldPride Toronto and its allies a platform for protest through expressions of love and support.
We used data on a campaign-wide scale, optimizing paid media purchases and content based on key campaign indicators tied to program goals.
Two hands forming a heart - this simple gesture reached all corners of the world, including Sochi, Russia, with an estimated global reach of over 8 million, excluding traditional media outlets.
The campaign resulted in significant media coverage, including CP24, The Globe and Mail, Metro News, Canada.com and Czech National Television.
