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L for Love campaign receives positive response from LGBTQ community

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L for Love campaign receives positive response from LGBTQ community

"You need to be fixed." Statements like these are not alien to members of the LGBTQ community. So, Love Matters decided to address these statements and questions like ‘Do you use fingers?’ and ‘Which is your favourite position?’ for its latest campaign #LforLove.

Ogilvy and Love Matters conceptualised a campaign that aimed to change the conversation and imagery that is associated with the LGBTQ community and lesbians in particular. Love Matters (India,) a platform that provides information on relationships, sex and gender equality, is hoping to change the perception.

“We did not want to preach but create a conversation starter,” says Vithika Yadav, Head – Love Matters, India. The insight for the campaign was simple, “None of us know the issues that the LGBTQ community faces because none of us is a part of it,” says Burzin Mehta, Group Creative Director at Ogilvy, Mumbai.

Therefore, Ogilvy and Love Matters decided to throw open a forum where people could ask questions to a lesbian girl. “We set up a Saraha account where we began receiving questions that people had about lesbians but could never ask without the veil of anonymity,” says Mehta.

The team replied to the real questions received on Saraha with witty and humorous photographs of lesbian couples. They went with photographs as responses because the imagery associated with lesbians is often crass. “Google for “lesbians” and you will find photos of women smooching each other or making out,” says Yadav. Homosexual women are portrayed as objects of male fantasy. Yadav felt that such imagery is a barrier to understanding and empathising with lesbian relationships. “We wanted to populate the internet with positive images of lesbian relationships and create a positive narrative,” Yadav explains.

The photography series that normalises lesbian relationships has already sparked positive conversations on the internet. The #LforLove trended on Twitter and is also receiving a lot of positive press. Yadav feels that a digital campaign and coverage in traditional media are the perfect media combination to spread the message of Love Matters.

Yadav and Ogilvy chose to make non-threatening, shareable content to ensure their message reaches far and wide. What is indeed encouraging to know is that posts on a polarising topic like homosexuality were “not attacked by internet trolls,” reveals Yadav.

The campaign, a first-of-its-kind, has been embraced by the LGBTQ community. The campaign is in fact informed by insights that Love Matters and Ogilvy drew from the LGBTQ community. The photographer, Monisha Ajgaonkar, also belongs to the community. "Lesbians are mostly portrayed as either highly sexual beings or as abnormal girls who are tom boyish and unhappy which is completely unrealistic. Campaigns like #LforLove will go a long way in normalising the status of lesbians in society," she said in a statement.  
Yadav has received praise from beyond borders with more people wishing to emulate the #LforLove campaign.

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