Background
Outside of Pride month, people don’t think about the 2SLGBTQI community. But Egale Canada
(a non-profit 2SLGBTQI advocacy organization) wanted to bring the queer community to the
forefront and drive donations during the Christmas season – because their research showed
it’s one of the toughest times of year for over 60% of queer individuals.
Insight
With the rainbow-colored lights, glitter, campy sweaters, and non-stop Mariah Carey –
the holidays are actually surprisingly queer.
Idea
We created a poster series combining illustrations with headlines that reveal the connection
between holiday traditions and queer culture. These playfully campy posters stood out to show
why the holidays are a natural time of year to support 2SLGBTQI causes.
Results
The campaign successfully put a spotlight on the 2SLGBTQI community during the holiday
season and generated:
• A 267% increase in individual donations, of which 62% were from first-time donors.
• A 28% increase in brand awareness
• Over 4 million earned impressions with coverage from news, trade,and 2SLGBTQI publications.