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No Bystanders

Client: Stonewall
Brand: Stonewall


Challenge
Stonewall’s recent success in securing the repeal of section 28, civil partnerships and gay marriage led many to believe their job was done.
And yet gay people continue to suffer from abuse at home, at work and at school – so a campaign was needed to shift the role of Stonewall.

Solution
We created a campaign to encourage a debate which tackles the wider issue of discrimination and abusive behaviour more generally, using this as a vehicle with which to tackle homophobic behaviour.
This was executed through a powerful short film, voiced by Sir Ian McKellen, and accompanied by a microsite and social media push urging people to take ‘the pledge’ and share the #NoBystanders message with their friends.

Results
With a media budget of £0, the campaign was filtered through Stonewall’s existing network. However, the film quickly received much attention from outside of the gay community, garnering almost 200k YouTube views in the few two weeks. Twitter impressions peaked at 28m as the film received support from public figures such as Stephen Fry, Derren Brown, Gok Wan and Joan Collins, to name a few.

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