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STOCKHOLM PRIDE

STOCKHOLM PRIDE – GOWEST INTERACTIVE CAMPAIGN

In 2012, Russia passed an anti-gay propaganda law that banned gay parades for a hundred years. Subsequently, Russia saw a surge of hate crimes motivated by homophobia. No one acknowledged this or came to their support and since a strict control of media was imposed, we needed to find new ways of reaching out and spread the word about the situation. We started the #GOWEST movement.

After only 3 days, GOWEST reached its first milestone, becoming a trending topic. An incredible wave of tweet-invitations was sent from the website reaching over 3,7 million Russian Twitter-accounts. International media and influential celebrities picked up on the story, which resulted in the festival being mentioned 10x more in media than previous years. Number of attendees to Stockholm Pride rose by 33%. The GOWEST movement also came to inspire many other initiatives supporting the Russian LGBT-community. But more importantly: what started as a single tweet contributed to placing a serious issue firmly on the global agenda.

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AGENCY: M&C SAATCHI STOCKHOLM / CLIENT: STOCKHOLM PRIDE / PRODUCTION COMPANY: ACT NORMAL / PRINT RETOUCHER: JOHANNA KARSTEN / MY ROLE: CREATIVE & ART DIRECTOR