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.