When it comes to love, Philippine society still has preconceived ‘terms and conditions.’ Because of this, a culture of fear and doubt still exists—people, especially those in unconventional relationships, find it difficult to express love publicly. Oftentimes, a simple loving touch is met with prying, judging eyes,

With these societal rules in place, does love really rule?

Being the catalyst for closeness and acceptance, closeup wanted to encourage people to overcome judgment by making a move. Love rules where we let it.

The issue of societal rules and judgment towards unconventional love prevails in the Philippines. Instead of backing down, closeup, as the catalyst of closeness, decided to take this head on by activating the location-ness of the #LoveRules.

The brand needed to establish something concrete to help push its purpose. With authenticity being a key factor to truly making a difference, closeup exhausted the potential of a simple microsite to amplify locations of safe spaces. We crowdsourced safe spaces from non-normative couples and materialize that in the form of a live map, which other non-normative couples can refer to.

The news broke even to social media influencers who started sharing the safe spaces they found and the stories of love they’ve experienced.

In partnership with Google Maps, closeup created a live map of safe spaces pinned and available for non-normative couples who needed it.

First, couples were encouraged to post a photo on Facebook or Instagram and tag the location of the safe space. These were automatically transformed into location pins on the Where #LoveRules LIVE Map. Anyone in need of a safe space for Valentine’s day was saved.

The Where #LoveRules LIVE Map continues to be active. As more safe spaces are identified and amplified, more couples are free to love anywhere they may choose.

· 274 identified safe spaces

· 12,550,229 total reach

· 266,055 total engagements

· 3.42% average engagement rate (vs. 3.0% industry benchmark)

· 85 social brand equity (all time high for closeup)

· 299 purpose index (3x vs. Unilever and non-Unilever brands)