Campaign details

Advertiser: Vangardist Media
Brand: Vangardist
Agency: Serviceplan Germany
Country: Germany

Campaign Summary

Eighty years ago, gay people were taken to concentration camps and marked with a Pink Triangle as a sign of their homosexuality. Today, gay people are still persecuted in over 70 countries and even taken to concentration camps. That is why Progressive Men's Magazine Vangardist reclaimed this symbol and made it the core of an integrated multi-channel campaign – turning the Pink Triangle from a symbol of death into a window of hope. We brought the symbol to TV, a special print issue, billboards with controversial headlines and a unique visual online petition. With all of this, we made people aware, get educated, take a stand and finally placed the issue of LGBT freedom at the UN.

Marketing Context