Lush developed a golden soap bar called Love, with the hashtag #GayIsOK moulded into it.

The message on the soap made it illegal to sell in over 80 Lush shops in countries with anti-gay laws. Staff, customers and influencers were invited to take and share selfies with the soap to tell the world why they believed that #GayIsOK.

Lush used their shops, websites and social media platforms to ask the public “What if your love was illegal?” All Out did the same with their 2 million members.

All profits from the soap went into a special Love Fund, to support All Out and other grass roots LGBT charities working especially where LGBT people are at risk.

On global launch day, at midday, a virtual Twitter baton was passed across each time zone on the local Lush accounts. The brand channel stepped in with a spoof holding message saying “Sorry, LGBT rights are not available in your country” for time zones affected by anti-propaganda laws.

In 800+ shops the Love Soap went on sale. A global “mugshot” window was installed in-store for 2 weeks (where not illegal).

A campaign video was released by All Out and articles and content went live on all Lush channels. Emails were sent to Lush customers and to over 2M All Out members, prompting them to join the campaign.

Local activists held events and talks in Lush shops for the launch, influencers and press received the soap – and many VIPs spontaneously shared the hashtag.

Rosie&Rose (LGBT YouTubers, combined reach of 1.4M) were invited into the LushKitchen to make the soap live.

This was the largest conversation to date on global anti-gay laws.

The hashtag #GayIsOK went viral. International VIPs and influencers used the hashtag and came in the shops to take pictures with the soap. The social media reach related directly to our campaign topped 30 million.

One day after the launch of the campaign, the Supreme Court in the US voted to approve marriage equality in all the States. The public started using our hashtag alongside #LoveWins launched by Obama. This added further 40 million social reach to the campaign and connected US marriage to the larger crisis facing LGBT people around the world.

Over 100,000 soaps were sold and over £250,000 was raised for the Love Fund. About 10,000 people became new members of All Out through the landing page of the campaign.

The results on social media are 100% from organic reach.