In Fundación Iguales we believe that the campaign perfectly blends the two aspects of this category, first we create a invitation to involve all the LGBT+ community in Chile to be part of a photographic project to portray love, becoming a peaceful manifestation of their rights against an homophobic society, and with the advance of the campaign we find that the ad media companies also contributed to keep it that way. That is why we hack the system in the name of love publishing different statements of free love through public way formats on February 14th as an activation.

Situation: In Chile, 50% of couples in the LGBT + community in Chile are afraid to express their love on public roads.

Brief: Create a high-impact campaign to put evidence in front of Chilean society on this problem and thus generate dialogue and in turn look for ways to move forward to become a more inclusive and tolerant society.

Objectives: Generate impact in different local media, highlight a reality that still lives in the LGBT + community in these times and in turn invite different brands to participate in this initiative and unite all for a common goal, love.

Weeks before February 14th we find disturbing news; "50% of the homosexual population in Chile is afraid to show their love in public" that's why we created a campaign together with a renowned Chilean photographer to portray love and take it to the public highway, unfortunately 3 big ad media companies refused to publish our campaign, showing us that there was discrimination in the country and also in the media. That's why we made a call again but now to the brands because they could refuse to an NGO but not to them, so with the help of different brands we publish love demonstrations in different circuits of public road throughout the country, in order to fight against discrimination and show free love on the 14th of February.

Our strategy was to hack the media before they refused to participate in content related to the LGBT + community; for this, after generating the photographic material, we invite different brands to help us and use this material for their publications on the day of love, to demonstrate a point; love is free and should not be judged, and leaves aside the fear of expressing it on public roads. Then, after the rejection of the media companies in front of an NGO, we turn to the brands that have many advertising circuits in which they usually publish their advertising messages, and we ask them to come together to transmit a great message of love. Finally, he made our campaign see the light during the day of love, in addition to generating a media noise that put this problem in the center of attention.

Faced with the refusal of the media companies at our request, we call again the LGBT+ community, but now to be part of a photographic project to portray love. With the help of a well-known national photographer, we portray homosexual couples demonstrating their love on public roads and we invite more than 40 brands to use these rights-free photographs in their advertising circuits in different public road formats, because they could refuse an NGO but no to brands. So we hacked the media with the help of brands and we achieved our goal, bring love this February 14 and celebrate it as it deserves, freely.

With the campaign we achieved 16 million impressions, 8 million people reached, 85% positive comments in social media, during the 14th of February we were trending topic and all this with 0% of media investment and 5 brands joined and published our photographs with their messages in their advertising circuits.

Chile is a very conservative country, which has made over the years that it becomes difficult to face different issues as a society, as is the case mainly of homosexuality, the acceptance of sexual diversity and inclusion. Making the normalization of different behaviors usually generates rejection and signs of hatred on the part of an important part of the adult population. What makes this type of campaign essential to advance in different issues that directly affect the LGBT + community, and as Fundación Iguales constantly strives to live in an inclusive and tolerant community, the struggle to change this reality was the main inspiration for perform this campaign.