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Stonewall Challenges Homophobic Hate with Proud Mistletoe


In partnership with Gay Times, Stonewall launches its first Christmas campaign from Ogilvy

Stonewall Challenges Homophobic Hate with Proud Mistletoe

The new campaign by Ogilvy UK for Stonewall, in partnership with Gay Times, has launched its first Christmas campaign, ‘Proud Mistletoe’ – is a celebration of LGBTQ+ love that kisses goodbye to homophobic hate.

Inspired by the grim fact that homophobic hate crimes are up 30% in London to an alarming ten-year high, the agency hung the rainbow-coloured mistletoes in the types of public places where homophobic attacks often happen: in pubs, parks, residential streets, and takeaway shops. Couples from the community were then invited to kiss underneath them, as a way to reclaim their spaces.

In the online film, directed by Luis Aguer of Rebolucion, couples kiss to the track ‘Merry Christmas, I Don’t Want To Fight Tonight’, by Joey Ramone. Supporting activity includes digital OOH and a digital version of the #ProudMistletoe for Instagram, inviting everyone to kiss goodbye to online hate. In addition, 100 Proud Mistletoes will be given away via social media.

Stonewall plans to make the Proud Mistletoe available for all for Christmas 2022.

“Ogilvy PROUD network are thrilled to have been able to collaborate with Stonewall on such an important issue. The network stands for true equality and this work shows how far we have come, but that there's still more to do. We hope to continue creating great work and influencing positive change!” Duncan Howie and Katrina Hedditch, programme directors and co-chairs of Ogilvy PROUD

Daniel Fisher, global executive creative director at Ogilvy, said: “We’re incredibly proud to be part of Stonewall’s first ever Christmas campaign. It’s an important piece of work for our agency, which has always flexed our purpose muscle.”

Francesco Grandi, global creative director at Ogilvy said: “This is the launch of something bigger than an ad campaign. Come next Christmas, we want the Proud Mistletoe to be in millions of homes, nationwide. We are incredibly proud to turn a 300-year-old UK tradition into a powerful symbol of equal love, and a show of strength for the community. Everyone should be free to kiss in public. Especially in a country that is meant to be one of the most open and diverse in the world. If this initiative prevents just one homophobic attack this holiday season, then we did our job.”

Nancy Kelley, CEO of Stonewall (she/her) said: ‘It has been heart breaking to see the attacks on our community across headlines and morning news bulletins this year. Every single lesbian, gay, bi, trans and queer person should feel safe to be themselves, wherever they are. Sadly, in 2021, too many of us still face hate for simply being ourselves. That’s why we’re encouraging people to come together and reclaim our moments of joy with one another. This festive season let’s kiss goodbye to hate under the #ProudMistletoe’

GAY TIMES said: ‘GAY TIMES has been on the frontline of the LGBTQ+ movement since 1974 and this year more than ever we are proud to have partnered with the teams at Stonewall and Ogilvy on this emotive and inspiring holiday campaign, spreading the message of love and ‘kissing goodbye to hate’ after a year so often filled with such devastating news for our global LGBTQ+ community.’


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Genres: People

Categories: Corporate, Social and PSAs, LGBTQ+

Ogilvy UK, Thu, 16 Dec 2021 14:25:28 GMT