SPARKING GLOBAL ENGAGEMENT FOR TRANSGENDER EQUALITY

  • What we did:
  • Brand Experience & Communications

Client
The United Nations’ Free & Equal campaign is a global movement against homophobia and transphobia, standing up for equal rights and fair treatment of lesbian, gay, bi, trans and intersex people worldwide.

Challenge
With more than a third of countries still criminalising same-sex relationships, millions remain at risk of prejudice, blackmail, arrest and imprisonment. The UN needed creative that could raise awareness of these issues, spark global conversation and resonate across diverse cultures and languages.

The campaign’s sensitive nature required representation of diversity in every form — from race and sexuality to disability — and assets that could be easily translated for international use while maintaining impact.

Solution
We developed a bold montage-style design using bespoke illustrative elements inspired by the spirit of activism. The creative toolkit was designed to work seamlessly across digital and physical environments, ensuring consistency and visibility wherever the campaign appeared.

Deliverables included a suite of multi-language creative assets optimised for social platforms and global roll-out.

Results
The campaign achieved widespread reach and engagement across multiple territories:

  • 15 creative assets delivered in 4 languages
  • 93,000+ Instagram likes
  • 10,800+ Twitter likes
“The campaign has helped raise awareness at a time when these rights are under threat in many countries.”

Charles Radcliffe, Chief of Global Issues, UN Human Rights Office

An image of different social posts highlighting the Free and Equal campaign.
An photo of a nurse making a heart shape with their hands in front of their chest.
A photo of two people smiling and interacting with each other.
An image of a person in a wheelchair, smiling.
Image to show a blind person holding a red cane with their assistance dog.
An image to show a pair of hands holding up a banner in a crowded area.
An image to show how the Free & Equal campaign can look on window graphics.
An image to show how the campaign messaging can look on badges.
An image to show how the campaign messaging can look on a t-shirt. Shows the messaging above a circle of people stood around a circle.
An image to show a person with an LGBTIQ+ rainbow wrap around their shoulders with the scales of justice in the background.
An image of a person, with one blade runner prosthetic, sprinting.
An image of a group of children with their school bags and books.