A community of artists personally responded to individual examples of LGBTQ+ hate speak in social, with inspiring and creative messages of tolerance and love
Combating hate with creativity
In service of Smirnoff’s inclusivity purpose, we took on the trolls to make social a safer, celebratory space for the LGBTQ+ community during Pride
- 7.6M organic reach
- 2M reach Instagram
- 14M earned media reach
The #chooselove replies, flagged up the impotence of the trolls in a way that was celebratory of the community
