The Ask
As part of a cross-agency collaborative project with IAPI in aid of BelongTo, we worked with a great team to deliver a fresh campaign that continued on BelongTo’s campaign from 2021, "Choose words that heal, not hurt", with a focus on words that heal.
The Insight
Many adults in young LGBTQ+ members lives respond inappropriately towards their coming out, often as a result of not knowing what to say. While they might realise this later, what they say in the moment forever has an impact on LGBTQ+ lives.
The Idea
Show our audience what they can and should respond with towards a young LGTBQ+ person coming out, to educate in a positive way, while also acknowledging and shedding light on the impact the wrong words have on this group.
Share “What I Wish I Heard”
Radio
I had the honour of writing a radio ad that ran on RTE Radio 1 for two weeks, with 13 sponsor variations produced.
The Creative Team
Creative Team: Susan McGing, Luz Estevan and Raphael Silva
Copywriter: Susan McGing
Art Director: Luz Estevan
Motion Graphics Designer & Art Director: Raphael Silva
Photographer: Adrian Wojtas
Photographer Assist: Karolina Złocka
Shoot Directors: Adrian Wojtas & Raphael Silva
Stylist: Orla Cashell
Studio: Droga5 Creative Studio
BTS Videographer: Martha Mac Nulty
Cast: Celtic; Nicole; Leon; Leo; Eric; Georgia; Fernanda