![](https://freight.cargo.site/t/original/i/7ee16b3c9d0a83032b7e03c68b095047bae64157bfa9acc604a2bb2767527ca8/15615_Belongto_HateSpeech_Instagram_Statics_V5-09.png)
![](https://freight.cargo.site/t/original/i/8f145874d9c0f2503106df2fb343303d3c8c1577cbead00326d757bf0424fa39/15615_Belongto_HateSpeech_Instagram_Statics_V3-02.jpg)
![](https://freight.cargo.site/t/original/i/c203a5ffa6148012be9f5fa012e3b431095d819f68c6b360a54629c00f9a5e84/15615_Belongto_HateSpeech_Instagram_Statics_V3-04.jpg)
![](https://freight.cargo.site/t/original/i/8988fc15044595be65edb7aba05f30b23b911652b2cf300479b48276b717bed5/15615_Belongto_HateSpeech_Instagram_Statics_V4-10.jpg)
![](https://freight.cargo.site/t/original/i/a94a76ead4022b473b38f2b244aa4bd13cc355383e069ec9702ce43ce51e97a3/15615_Belongto_HateSpeech_Instagram_Statics_V3-03.jpg)
![](https://freight.cargo.site/t/original/i/83ca3d6a601f247e893e3e54e087e403a0d0b093fcc71d9f73cacd7d47fc400b/15615_Belongto_HateSpeech_Instagram_Statics_V4-11.jpg)
Social media copy
Web copy
Scripting
Project management
It’s Our Social Media is a campaign for Belong To, Ireland’s leading LGBTQ+ youth organisation. Launched in 2022 and running on an annual basis, it aims to raise awareness of the harms of hate speech, and misinformation/disinformation against the LGBTQ+ community. It also advocates for increased regulation of Big Tech, and generally promotes respectful and positive use of online spaces.
![](https://freight.cargo.site/t/original/i/63c44faf6c252449959261021217a399511258c74773280aa604a14dc014203d/FNa30KFWYAsPUQJ.jpeg)
Young people participating in a photocall and video shoot in Dublin’s Docklands
Following a collaborative process of workshopping with LGBTQ+ youths to identify key issues and test campaign ideas, we developed the core theme of ‘It’s Our Social Media: Feed the Good, Block the Bad.’ This was a rallying cry to take back social media, reclaim our power as users, and engage in simple actions to stop hate online.
This campaign involved: a new website; hero animation; live action video and photocall; social media assets; and merchandising. It was incredibly successful, with over 11 million impressions across social media. It was awarded Silver in the 2022 Sockie Awards.
![](https://freight.cargo.site/t/original/i/add98d47a2012b8e230fe51a331f20734203d2ccf99ddb3c4b69cfc009dc9ff5/FNPR8nhX0AE-vYH.jpeg)