ShanghaiPRIDE: Holding Hands
Brand: ShanghaiPRIDEAgency: Wunderman Shanghai
Summary
Challenge:
How do you increase awareness & action for LGBT rights in China, a country where being gay is openly discouraged by the government and society?
Solution:
We created a movement, driven by love, that the Chinese government has no control over.
HOLDING HANDS invited everyone to show love & pledge their support to Shanghai's LGBT community. Each photo of holding hands sent to social sites added a minute to a pair of virtual holding hands. The more shares, the longer the hands stayed together. The campaign cost less...