Cannes Lions
DIáLOGO DIVERSO, Quito / DIÁLOGO DIVERSO / 2020
Overview
Entries
Credits
Background
In Ecuador 91,95% of people are religious believers, but they are the main detractors of LGBTQ + rights. For this reason we created the first LGBTIQ + choir of church songs to send a radio message in their own words: practice what you preach. We became a digital trend and on the radio, we reached the ears of the UN, who requested the rights of the campaign to replicate it in several countries.
Idea
Let's speak in the language of the main detractors, in such a subtle way that it does not leave breaks, but at the same time it hurts so much that it has to be heard and Analyzed. "I hate that you're right."
Strategy
For this social campaign to work organically and without a budget, "many must love it with all their might and many more must hate her with all her being, but the important thing is that everyone should talk about the campaign."
Execution
We created the first LGTBIQ+ church choir to sing their most famous songs, which they talk about "respect for others, love, opportunity for those who think and it's different, etc. " to send a message, Practice what you preach, respect and love. In their words.
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