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Stonewall - Proud Mistletoe

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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.


Ogilvy UK, 1 month ago