Grupo Dignidade ran a digital campaign in support of LGBTQ rights during the 2018 World Cup, which was held in Russia, a country known for its discriminatory laws.
Objective and Context:
In 2018, the World Cup took place in Russia, a country with laws that discriminate against the LGBTQ community. Consequently, the LGBTQ community could not raise its flag at an event that celebrates equality and diversity. Grupo Dignidade sought to help LGBTQ fans of soccer to be part of the competition with pride and security and at the same time to criticize Russia. To this end, the organization created #RainbowCup, an initiative that raised digital flags to express support for LGBTQ equality.
Target Audience:
Grupo Dignidade's primary audience was LGBTQ soccer fans who would go to Russia to see the World Cup.
Creative Strategy:
Grupo Dignidade created a digital protest using the national flags that were already in the event. One just needed to take a picture of the crowd, apply the rainbow flag emoji, and share it using #RainbowCup. Grupo Dignidade launched the initiative at the World Cup opening using a video narrated by transgender people. Throughout the event, Grupo Dignidade used social networks to engage the public, talk about the dangers in Russia, and report how each country treats its own community.
Overall Campaign Execution:
The World Cup is a global event designed to celebrate diversity and equality. In 2018, it took place in Russia, which has laws that discriminate against the LGBTQ community. For everyone to be able to raise their flags with safety and pride, Grupo Dignidade created The Rainbow Cup. How did it work? Snap a photo or video of the fans, replace their national flag logos with the Rainbow flag emoji, and post on social media using the hashtag #RainbowCup.
Mobile Execution:
The LGBTQ community and advocates who were in Russia for the World Cup mounted a global protest. Grupo Dignidade offered a way for them to raise their flag using only mobile and Instagram Stories. As the campaign progressed, advocates began to participate even far from Russia, increasing the reach of the effort.
Because the initiative required participants to take a picture or video, mobile played a critical role.
Thousands of people in 93 countries participated, generating more than 144 million impressions.
