Social media copy
It’s Our Social Media is a campaign for Belong To, Ireland’s leading LGBTQ+ youth organisation. Launched in 2022, it advocated to promote positivity online and raise awareness of the harms of hate speech against the LGBTQ+ community. It also aimed for increased regulation of Big Tech (Online Safety Bill - forthcoming).
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.