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What do we see when we read the LGBTQIA+ acronym? If we’re lucky, we can recognize definitions related to sexual identity: Is the L for lesbian? And the G for Gay? What does the T stand for? And the Q or the I? These were the questions we asked ourselves when Arcigay Varese chose us to carry out the multi-channel campaign in support of the Centro Arcobaleno in Varese, the free center dedicated to victims of discrimination and those in need of guidance on LGBTQIA+ issues.
We tried to provide an answer, and we found it within the acronym itself: behind each letter that makes up one of the most difficult acronyms to pronounce and remember, there are not just definitions but stories. Like that of Lucia, a graduate in Literature, loyal and lovable. Or Tania, a tough Tuscan translator. Or, again, the story of Giacomo, gentle and genuine. This campaign, funded by UNAR – National Office Against Racial Discrimination, is dedicated to them and to all of us. To raise awareness among those who don’t know or don’t want to know. To welcome those who feel excluded. To say that Centro Arcobaleno is here to listen to everyone’s stories.
CLIENT: Arcigay Varese
WORK: Centro Arcobaleno
WHAT: OOH Advertising / Spot web / Spot radio / Banner digitali / Social Content / Reel
A fundamental element of the communication strategy, the video posted on the Centro Arcobaleno YouTube channel and in short YouTube Shorts formats. It is promoted through social media pages and articles on Varesenews.it, the most popular online newspaper in Varese and the surrounding province. The 60-second video is a celebration of the creative concept of the campaign: behind the LGBTQIA+ acronym, there are not just definitions but stories. The editing, done by Bedeschi Film Milano with music by Riccardo Cannea and Andrea Sartirani of MusicProduction, and the voice of Andrea Cecchi, is intentionally impactful, strong, and proud because pride is one of the values that characterizes the brand’s tone of voice.
The out-of-home (OOH) campaign includes consecutive 6×3 billboards, horizontal posters in high-traffic locations like bus shelters and bus stops, and banners displayed during the numerous events in which Arcigay Varese participates. This strategy employs conventional tools to promote a physical and online place of welcome and listening.
The social media channels of Arcigay and Centro Arcobaleno amplify the campaign with posts and reels to reach the LGBTQIA+ community and stimulate their pride and sense of belonging. The 30-second radio announcement, produced by Music Production with the voice of Andrea Cecchi and promoted through a Spotify campaign, speaks to a broader audience, namely, anyone looking for guidance on the topic or all those people who don’t know or don’t want to know but need something to reflect upon.
