Google & H_C_M_T
AD: KAILTYN PETERSON
CW: PAIGE GIFFORD
A D&AD
NEW BLOODS SUBMISSION
THE ASK:
Make a typographically led campaign based upon or expanding the Articles of the UDHR (Universal Declaration of Human Rights) as a call to action or awareness. Choose an issue that compels you, and makes you care deeply.
Our Article →
Article 2: Everyone is entitled to all the rights and freedoms set forth in this Declaration, without distinction of any kind, such as race, colour, sex, language, religion, political or other opinion, national or social origin, property, birth or other status.
POSTERS
Queer coded posters in Gulf Arabic, Bajan English, and Polish for LGBTQ+ people in Qatar, Barbados, and Poland, all countries where being LGBTQ+ comes with life-threatening discrimination and legal challenges.
Each poster is punctuated with a puzzle-shaped HangOUT QR code to encourage viewers who understand the language to look further.
POSTERS IN THE WILD
Posters will be placed outdoors in the most LGBTQ+ tolerant cities within discriminatory countries in order to provide the safest scanning experience.
PUZZLE PIECES
Naturally placed installations with coded language will hold puzzle pieces equipped with the QR code to guide LGBTQ+ individuals to the HangOUT and remind them they’re part of a bigger community, even though they may feel alone.
GOOGLE HANGOUT
After scanning the QR code, users will be directed to HangOUT, an encrypted communication channel for LGBTQ+ people within Google Hangouts. Here, they will be screened by OutRight Action International to guarantee that the HangOUT community is right for them.
Once they’re in the HangOUT, users will be able to communicate with other LGBTQ+ members and OutRight Action International employees, without worrying about government tracking or censorship.
