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AMV BBDO's Coming Out Kit Raises LGBTIQ+ Homelessness Awareness

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Made for The Outside Project the kit is emblazoned with a quote from an LGBTIQ+ person telling their story

 AMV BBDO's Coming Out Kit Raises LGBTIQ+ Homelessness Awareness
If there was a kit for someone who is about to ‘come out’, what would you put in it?

London Pride visitors were unanimous in suggesting confetti, glitter and bottles of champagne. But those weren’t the contents of the rainbow-strewn drawstring bag they were holding. Instead of the celebratory items they expected, they found things needed for surviving on the street: a sleeping bag, a woolly hat, warm socks.

1 in 4 homeless people in the UK identify as LGBTIQ+. That’s the shocking statistic behind the Coming Out Kit created by AMV BBDO. You can’t buy the kit, of course: it shouldn’t even have to exist. Its sole purpose is to highlight an issue that isn’t on most people’s radar.


Gina Kelly and Olga Pope, the creatives behind the idea, said: “Pride London has come and gone, but not everyone could go home afterwards. As well as celebrating the achievements of the movement, we need to acknowledge that too many people still end up on the street just for being who they are.”

Each of the items in the Coming Out Kit is emblazoned with a quote from an LGBTIQ+ person telling their story, such as: “My first same-sex relationship turned violent and there was no refuge to go to”; “I spoke to my boss about being bullied since coming out as trans. He told me to 'man up' and laughed”. These stories show some of the reasons why this community is at a greater risk of homelessness, from family rejection and domestic violence to work discrimination and sexual exploitation.

The good news is, the UK's first crisis shelter and community centre for vulnerable LGBTIQ+ people will soon be launching in London. Set up by The Outside Project in partnership with Stonewall Housing and funded by the Mayor’s Rough Sleeping Innovation Fund, the centre will offer 24/7 support for those who need it most: people who feel endangered, who are homeless and are affected by the lack of LGBTIQ+ appropriate refuge and shelter accommodation across London. Alongside the shelter, the community centre will host pop-up businesses and services and a co-working space.

The Outside Project is an independent grassroots organisation offering support and accommodation to LGBTIQ+ people who are in a crisis or have lost their homes through family rejection, hate crime, domestic violence, sexual exploitation, lack of specialist services and other issues.

As well as the online film, the campaign includes a website, comingoutkit.com, which shows the kit and all of its depressing contents. After reading the quotes and facts on the site, you can help The Outside Project by donating to or volunteering with the organisation, or even hosting someone in a crisis.

Carla Ecola, The Outside Project founder and director, said: “The Coming Out Kit demonstrates the unique and additional struggles faced by our community that lead to crisis and homelessness. Thank you to the artists, activists, sector and LGBTIQ+ homeless community for inputting to the development of the project. We are currently looking for an appropriate space and additional funding for this innovative and much needed project to begin.”
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Editor: Alex Fletcher

Production Service

Production Assistant: Jake Bogira

Client

Advertiser: Carla Ecola, The Outside Project founder and director

Production Company

Director: Ciaron Craig

Producer: Alex Fletcher

Creative Agency

Creative Agency: AMV BBDO

Designer: Marco Ammannati (art Direction)

Photographer: Wilson Hennessy - Photographer’s agent

Creatives: Gina Kelly (Art Director), Olga Pope (Copywriter)

Print Producer: Wahooti

Senior Art Producer: Jaki Jo Hannan

Creative Partners: Matt Harrington (Director)

Genres: People

Categories: LGBTQ+, Corporate, Social and PSAs

AMV BBDO, Tue, 17 Jul 2018 14:22:45 GMT