We brought together a total of 36 brands who changed their own advertising to show support. The Metro changed its masthead for the second time in history with the ‘M’ changing to a rainbow lace for all three Rainbow Laces features.

Six brands created bespoke adverts including Smirnoff and Google while Premier Inn rebranded as Premier Out for the day. Tropicana who sponsored the weather changed the forecast to “We forecast rainbows, Rainbows everywhere”.

To cement Paddy Power’s role, we ran a front page and outside back cover strip. All brands involved supported the campaign on social media using #rainbowlaces.

36 brands supported the campaign in the Metro. 15 brands supported on Twitter. One even changed their TV advertising. That’s 52 brands in total!

91% of Metro readers agreed “seeing brands like this working together makes the message very powerful”

#rainbowlaces trended on Twitter and was written into the storyline of Britain’s biggest TV show – Coronation Street.

And over 100,000 people requested a pair of the rainbow laces to show their support

But more importantly, there was real attitudinal change – the number of people who attend live matches who think homophobic chanting is ‘banter’ decreased from 27% to 23%.