Creative Data > Creative Data

THE UNLIMITED LOVE LANGUAGE

DENTSU JAYME SYFU, Makati City / THE IDEAFIRST COMPANY, INC. / 2022

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Overview

Credits

OVERVIEW

Why is this work relevant for Creative Data?

Through the things allies ask on The Unlimited Love Language, LGBTQIA+ people get insight into love that’s there even if the words aren’t right yet.

Through the personal feelings and suggestions that LGBTQIA+ people give, allies get insight into why their words aren’t loving and how they can be more loving.

Through the number of common phrases and feelings, we get insight into the societal views and LGBTQIA+ hurts that need to be addressed more deeply.

And through the continued use of this platform, we get insight into how people can kindly and helpfully and unlimitedly be more loving.

Background

It’s hard for LGBTQIA+ people in Asia Pacific to truly feel loved and accepted.

The Asia-Pacific Social Science Review has found a range of “acceptance” of homosexuality in the region. But the United Nations Development Programme’s conclusion is that even in places where it seems like LGBTQIA+ individuals are fine, they are often actually experiencing tolerance – not inclusion. Allies might seem okay with LGBTQIA+ individuals, but actually use words and actions are hurtful.

We wanted to condition allies’ minds towards unconditional acceptance at heart. With a solution that would let us continuously be an advocate of the LGBTQIA+ community. In a way that was very rooted and personal, but hopefully adaptable across different Asia Pacific markets.

Describe the creative idea / data solution

To encourage social behavior that is respectful but informative between hurt LGBTQIA+ people and well-meaning allies, we launched The Unlimited Love Language – an unbranded, social platform that’s anonymously run by any and all LGBTQIA+ people who want to help.

Here, 1) LGBTQIA+ people individually explain how well-meaning but not completely loving words make them feel, and suggest what can be said instead; and 2) straight people can get insight into why they need to be better and how to be better, by anonymously browsing and asking and learning without being shamed.

Every single bit of text on the website is by a helpful LGBTQIA+ person, or a wanting-to-be-better straight person. So we are continuously learning about what matters to both of these groups. And we’re learning how to have the kindest, more helpful interactions between them.

Describe the data driven strategy

The Asia-Pacific Social Science Review has found a range of “acceptance” of homosexuality in the region. Helping us pinpoint Jakarta, Mumbai, and the Manila as places to target – Asia Pacific cities with levels of LGBTQIA+ tolerance that range from 66% negative to just 22% negative. Because in places that are dangerous for LGBTQIA+ people, allies need to get as much insight and give as much love as they can. And in places that are more progressive, allies still need to understand and love as best as they can.

Describe the creative use of data, or how the data enhanced the creative output

Through the things allies ask on The Unlimited Love Language, LGBTQIA+ people get insight into the love that’s there even if the words aren’t right yet.

Through the personal feelings and suggestions that LGBTQIA+ people give, allies get insight into why their words aren’t loving and how they can be more loving.

Through the number of similar phrases that are posted and engaged with and learned from, we get insight into the more common societal views that need to be addressed.

Through the number of people replying to certain phrases, we get insight into the more common LGBTQIA+ hurts that need to be addressed.

Through the cities reached, we get insight into which places want to be better and help others.

And through the continued use of this social platform, we get insight into how people can kindly and helpfully and unlimitedly be more loving through each other.

List the data driven results

For a culture that would rather not talk about these things, the anonymity of The Unlimited Love Language helped foster conversations and insights that people would not have been comfortable having normally.

To our surprise, the Unlimited Love Language has since made an impact far beyond Asia Pacific. The platform has now been engaged with by people from over 250 cities – helping us learn that it’s worth reaching out places that need information and education desperately like Accra, Moscow, and Tuckahoe; and even more progressive places like San Francisco, Hamburg, and The Hague.

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