Top Story

Home >> Advertising >> Article

L for Love campaign receives positive response from LGBTQ community

20-April-2018
Font Size   16
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.

Tags campaign LGBT campaign Ogilvy Love Matters

Varun Raina, Marketing Manager, Airbnb India speaks to exchange4media about the successful #LiveThere campaign and how Bollywood helps them connect with its young consumer

Tim Castree is all praises for his team in India and trusts it to be a result of “an excellent execution of agency’s global strategy” headed by Kartik Sharma

Siddharth Dabhade says Criteo’s technology allows brands to engage with shoppers, create relevant experience on retail apps, thereby driving sales and profits

Shantanu Gangane says OTT platform Viu plans around 20+ originals and is all set to enter the Tamil market with a mix of syndicated and original content

right
left
BREAK THE CEILING TOUCH THE SKY 2018 SEES OVERWHELMING INDUSTRY PARTICIPATION 10TH EDITION OF ABC EUREKA AWARDS IN MUMBAI CELEBRATES WORK OF PARTNER AGENCIES EMINENT JURY PICKS LOUDEST’S 100 MOST POWERFUL INDIAN MUSIC BUSINESS LEADERS MODE LOFT BY SABGROUP LAUNCHES SIGNATURE MENSWEAR POWER DRESSING CLOTHING LINE TOP MARKETERS DISCUSS ART AND SCIENCE OF EFFECTIVE LISTENING @PITCH CMO SUMMIT 2018, DELHI THIRD SEASON OF ‘INDIA’S TOP DIGITAL PLANNERS’ RECOGNIZES EXCELLENCE IN THE DIGITAL INDUSTRY WOMEN ECONOMIC FORUM 2018 SEES DISTINGUISHED GLOBAL PERSONALITIES IN ATTENDANCE PEPPER CREATIVE AWARDS 2018 RECOGNIZE THE BEST IN ADVERTISING IN SOUTH INDIA RADIO CITY’S POWER OF RADIO MEET HOSTS TOP ADVERTISING INDUSTRY LEADERS TOP INDUSTRY PERSONALITIES ATTEND ZOOM-MYNTRA EVENING TO CELEBRATE THEIR PARTNERSHIP LEADING MARKETERS, EXPERTS SHARE INSIGHTS ON DIGITAL TRANSFORMATION @ADOBE SYMPOSIUM IN MUMBAI NICKELODEON TRADE PARTY SEES MARKETING INDUSTRY LEADERS AND THEIR FAMILIES IN ATTENDANCE GOLDEN MIKES RADIO ADVERTISING AWARDS 2018 RECOGNIZE INDUSTRY’S MOST DESERVING ACHIEVERS AIMA MANAGING INDIA AWARDS HONOUR THE BEST IN THE INDUSTRY BW BUSINESSWORLD’S GREAT INDIA DEBATE BRINGS TOGETHER INTELLECTUALS ACROSS INDUSTRY SECTORS BW BUSINESSWORLD SMART CITIES CONCLAVE PATNA 2018 SEES EMINENT INDUSTRY LEADERS IN ATTENDANCE EMINENT JURY PICKS WINNERS OF GOLDEN MIKES RADIO ADVERTISING AWARDS MADDYS 2018 SEE TOP ADVERTISING AND MARKETING INDUSTRY LEADERS IN ATTENDANCE LOKMAT MAHARASHTRIAN OF THE YEAR AWARDS 2018 RECOGNIZE EXCEPTIONAL TALENT CNBC-TV18’S INDIA BUSINESS LEADER AWARDS HONOUR HIGH-ACHIEVERS, OUTSTANDING LEADERS AND TOP VISIONARIES

Gaurav Dua, Executive Director, Relaxo Footwears talks to exchange4media about the brand's re-branding, marketing strategy, future plans and much more

The brand through its campaign is helping Indian professionals imbibe the new work-culture while making an effortless style statement at their workplace

In this campaign, the brand MRF tyres intends to communicate their proposition of 'comfort made more comfortable'