ShanghaiPRIDE: Holding Hands

This case study shows how Shanghai Pride, the body behind the organisation of pride events in the city, increased awareness of LGBT rights in China.

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...

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