CANNES LIONS SHORTLIST 2023 - PR Not-for-profit
GOLD ANDY 2023 – BRAVERY
ONE SHOW SHORTLIST 2023 – SOCIAL POST
ONE SHOW SHORTLIST 2023 – COMMUNITY BUILDING
ONE SHOW SHORTLIST 2023 – CREATIVE EFFECTIVENESS, NON-PROFIT
ONE SHOW SHORTLIST 2023 – MULTICULTURAL IMPACT
In Qatar, it's illegal to be gay. Punishment ranges from three years in prison to torture and death penalty. With the 2022 World Cup taking place in Qatar, 6 billion global viewers tuned in, bringing new attention to the local LGTBQ+ community, making it the perfect time to act.
To highlight Qatar's persecution we gave their National Football Team its first ever LGBTO+ football supporters group, The Proud Maroons. Named after the teams nickname, The Maroons, The Proud Maroons can't have fans from its own nation, so we invited the worldwide LBGTO+ community to proudly show and share their love during Qatar games, all in support of the local community who can't.
Over the course of the games, The Proud Maroons became the largest LGBTO+ national supporters group in World Cup history, turning the most silenced supporters in the loudest. Real LGBTQ+ Qataris anonymously shared their personal stories of persecution with our President - helping the Humans Rights Watch to create the first ever report on the LGBTO+ Qatari Persecutions.
CREDITS
Art Director: Emily Lahourcade | ECDs: Marcelo Padoca & Fernando Reis | Team: Felipe Luis Rios, Heather Baldock, Alex Sinmaleza, Filip Williander, Carrie Monescalchi