Background:

Poland has established so called LGBT ideology - free zones; Zones where you're not allowed to express your identity if you're not heterosexual.

Media had been talking about it for a while, but it felt like the fear, that the LGBT-free zones was creating, just grew more powerful for every time they were mentioned.

Brief:

Amnesty International Norway has a long tradition supporting the LGBT-community. Their slogan is Love is a human right.

With a small budget Amnesty International asked us to come up with an idea that showed their support and love for the members of the LGBT-community.

Objective:

With a small budget we knew we had to really ourself on organic reach and earned media.

Idea:

The land of absurdity - a website where anyone could create new and ridiculous zones, publish it on social media, and submit them to the polish government. Yes, just as absurd as their own LGBT-free zones.

The media were already talking about the LGBT-free zones.

But the conversation was about how dangerous and scary these zones were. It was about the horror.

We wanted to turn the conversation to something these politicians would be less happy about, and something that would tell the LGBT-community that the rest of us were on their side.

The key message was that the LGBT-free zones are ridiculous, because love is a human right.

A message that was to be found on every shared zone, and in every time a polish publisher talked about it.

Implementation:

We created a website where people could create their own ridiculous zones and spread it in social media. We promoted the site with a tweet from Amnesty to the polish president, telling him(and everyone that saw the tweet) about the site.

Timeline:

The campaign went live on may 27. 2021 and ran up to the pride parade in Norway(June 27).

In October Amnesty sent over 2000 unique zone suggestions to the polish government.

Placement:

- Thelandofabsurdity.com

- A tweet from Amnesty International Norway to the polish president.

- A Facebook post.

Scale:

The campaign was highly reliant on organic reach.

It was a small budget campaign that was driven by peoples engagement, as they shared their zones in social media, as well as earned media.

Our site got a lot of attention.

Our hashtag was trending on Twitter.

People from all over the world contributed and created their zone.

Thousands of zones were created, liked and shared.

We made some polish headlines.

And in the end over 2000 unique zones were handed over to the polish government.

(We don't have the tools to measure the exact numbers of reach, because of closed profiles on Facebook, but we know that the numbers of engagement was way beyond benchmark.)