You’re Accepted
Minus 18
Issue 40 | September 2016
Agency
GPY&R Melbourne
Creative Team
Executive Creative Director: Ben Coulson Creative Director: Jake Barrow Copywriter: Michael Barticel Art Director: Joey Newton
Production Team
Executive Digital Producer: Ben Crowe Digital Producer: Kyle Stein Snr Front End Developer: Alex Case Snr Back End Developer: Mark Natividad Interactive Designer: Rosalie Iaria
Other Credits
Business Director: Jonny Clow Account Manager: David Gallo
Date
April 2016
Background
LGBTI youth today still face an extremely high amount of unwarranted prejudices and violent discrimination, causing high rates of depression, self-harm, and even suicide. Most of this derives from a very vocal minority who promote homophobia on social media, resulting in young people developing a fear of simply being who they are.
Minus 18, Australia’s largest LGBTI youth network, wanted to deploy a campaign that would empower LGBTI youth while also sending a simple but powerful message; they have a lot more support than they might think.
Idea
The data driven insight is simple, yet eye opening - LGBTI youth have the perception that they’re alone, but in reality, there’s a large pool of people that are willing to put their hand up and support them if approached. The largest barrier to support is that people won’t provide it unless they are asked to. And ironically, LGBTI youth aren’t requesting it in fear of ridicule and discrimination.
You’re Accepted is the anonymous Facebook app that gives LGBTI youth the courage to come out to their friends and loved ones without any fear of being discovered or discriminated against. The platform allows them to garner support from people they are closest to and helps them to gauge how their friends will react.
A person begins by requesting support. Then utilising Facebook friend groups and email/phone contacts, allowing people, for the first time, to send anonymous personalised messages to friends and family through laser targeted Facebook sponsored ads.
The messages asked if they’d support a friend if they were to come out, without telling them who exactly was requesting it. Friends could then log in and type messages of support directly back to the user.
Results
The campaign was quickly picked up and spread across the media and social media gathering an estimated 14 million viewers through earned media alone. Although the initiative was always about showing people how much support they really have, there have been a huge number of young people who have felt empowered enough to come out as a direct result of the campaign. The idea is set to transcend the life of a regular campaign and will live on as an ongoing social tool, that will transform the lives of LGBTI youth struggling with their identities for years to come.