McCarthyMore Than All Right?
Submission # 104
Campaign – Pānuitanga
Identity – People & Culture
Impact – Social Good
All Right? approached us to create a campaign that supports people within Ōtautahi’s LGBTQIA+ community to feel proud of who they are, by offering visibility, reassurance, hope and validation. While our research revealed the community were optimistic, people reported many obstacles in everyday life – from stereotypes at home and fear of coming out, to challenges at school and work. These issues were all likely to have a negative impact on people’s wellbeing and sense of acceptance.
A challenge for this campaign was to resonate with the hugely diverse range of people who make up the rainbow community. We found one way to tackle this was to find unifying principles and common ground — themes that resonated with people regardless of their sexuality or gender identity — and to make these themes the beating heart of our campaign. Ultimately More Than All Right is about the freedom to be ourselves without the need to hide or change anything. It also signals that this ‘campaign’ is bigger than All Right? (as an organisation) – that there were already people doing great things in the space, and that we all have a part to play.
In response to the desire for visibility, we developed a photo-based concept that actively involved a range of people from the LGBTQIA+ community. To reinforce the connection between this campaign and the LGBTQIA+ community, we introduced the universally recognised ‘rainbow’ symbol, through the use of coloured light across the face. From a technical perspective, achieving the vibrant rainbow finish was extremely challenging, a number of photography tests involving prisms and projections were conducted to achieve the final result which required very little post production.
In execution the photography is paired with simple black & white messaging, and applied across street posters, billboards, flyers, t-shirts, social as well as an instagram story filter. The campaign was extremely well received by those in the LGBTQIA+ community and the general public alike. In addition to this, All Right? were inundated with messages of adoration and support for the campaign.
"Standout photography. Wow. The simplicity of an image in a nutshell!"
Credits & Collaborators: Creative Director - Matt Kitto, Stephen McCarthy Design Director - Joel Kitto Designer - Richard Burson, Stefan Downs
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