Team Magazine, Preen Ph, Scout Ph, Young Star, Love Is All We Need
Client: Team Magazine, Preen Ph, Scout Ph, Young Star, Love Is All We Need
Product: Team Magazine, Preen Ph, Scout Ph, Young Star, Love Is All We Need
Title: Love Verses Hate
Media: Digital + Outdoor + Activation
Date Of Campaign: June 2019
Background: The Bible has always been used as a weapon to discriminate and spread hate against the LGBTQ+ community. It’s more prevalent in the Philippines where 85% of the country is Catholic. Every Pride Month in the Philippines, anti-LGBTQ+ activists come to spread hate on Pride Parade, using verses of the Bible.
Idea: On the eve of Pride Month, five publications – Team Magazine, Preen Inquirer, Scout Magazine, Young Star, Village Pipol in partnership with Love Is All We Need – united to turn the weapon used against LGBTQ+ into a shield that spreads love to the community. For the first time, the community fought face to face with the Catholic church -- an eye for an eye, a verse for a verse.Introducing Love Verses Hate. Using verses of the Bible to promote equality. Sounds crazy and unthinkable, but the truth is there are more verses in the Bible that promote equality than verses used to hate and discriminate. The verses were launched on the eve of Pride Month, releasing verse after verse, design after design, week after week on social media platforms. Leading up to the Metro Manila Pride March, where Love Verses Hate designs were turned into parade placards, situated and displayed right in the area where anti-LGBTQ+ religious activists stand to discriminate and spread hate. Turning the very weapon they use to discriminate into a shield that spreads love for the LGBTQ+ community.
Results: The campaign sparked a controversy and and a lot conversations – unfortunately with more hate than love. And then a little miracle happened. Different religious groups came with placards of apology to the LGBTQ+ community. A historic moment when love triumphed over hate.