HIV/AIDS Alliance #ParadiseOrPersecution (M&C Saatchi Worldwide)

64 countries criminalise lesbian, gay, bisexual and transgender people. Many of these countries are popular holiday destinations, and over half are in the Commonwealth.

Working alongside Crew Studio in-house at M&C Saatchi Worldwide, I helped develop Influencer Ambassador toolkit and social media activation to help drive awareness of an online quiz - 'Paradise or Persecution'.

Players were shown beautiful images of holiday destinations and asked to guess if they persecuted the LGBT community. The aim was to raise awareness, shareability on social platforms and encourage action.

My Role in detail
- Identifying influencers
- Branding & Messaging (mission statement, talking points)
- Taglines & Hashtags – Social media campaign phrases
- Toolkit development
- Q&A Document – Responses to common questions