The campaign by Ogilvy UK for Stonewall, in partnership with Gay Times, launched its first Christmas campaign, ‘Proud Mistletoe’ – a celebration of LGBTQ+ love that kisses goodbye to homophobic hate.
Inspired by the grim fact that homophobic hate crimes were up 30% in London to an alarming ten-year high, the agency hung the rainbow-coloured mistletoes in the types of public places where homophobic attacks often happen: in pubs, parks, residential streets, and takeaway shops. Couples from the community were then invited to kiss underneath them, as a way to reclaim their spaces.
In the online film, directed by Luis Aguer of Rebolucion, couples kiss to the track ‘Merry Christmas, I Don’t Want To Fight Tonight’, by Joey Ramone. Supporting activity includes digital OOH and a digital version of the #ProudMistletoe for Instagram, inviting everyone to kiss goodbye to online hate. In addition, 100 Proud Mistletoes were given away via social media.
“Ogilvy PROUD network are thrilled to have been able to collaborate with Stonewall on such an important issue. The network stands for true equality and this work shows how far we have come, but that there's still more to do. We hope to continue creating great work and influencing positive change!” Duncan Howie and Katrina Hedditch, programme directors and co-chairs of Ogilvy PROUD.