Smirnoff x Pride in London #ChooseLove

  • Shareen Alder

We devised a campaign for Smirnoff to combat abuse against members of the LGBT+ community online by responding to trolls with works of art. To mark Pride Month, we teamed Smirnoff with a collective of socially engaged artists and illustrators. Using social monitoring tools we identified LGBT+ Twitter users who had received abuse based on their sexual orientation or gender identity, and respond to the hateful messages with illustrations themed around love. A selection of the artwork created was shown at an exhibition as part of the official Pride in London programme. The campaign was in response to a report from Galop, an LGBT+ anti-violence charity, which found that one in three members of the LGBT+ community (31%) have experienced online abuse targeting their sexual orientation or gender identity. The campaign was featured across an array of media channels, including Sky News, and was voted one of the best activations for the UK Pride season by Campaign Magazine.