European Union
A Movement for Equality and Unity
The Be Proud EU campaign is a movement dedicated to promoting equality for LGBTQI+ communities across Europe, dismantling gender oppression through storytelling and participation. “Be Proud of EU, NOW.” aims to inspire change by making diversity and inclusion a core value.
Challenge
Many countries across the EU are experiencing regression in LGBTQI+ rights, with Poland declaring over 80 “LGBT-free zones” by 2019. The campaign targets heterosexual males (22-37 years old) who unknowingly promote gender stereotypes, aiming to change perspectives through empathy-driven storytelling.
Key insights:
Fear and hostility toward gender expression remain widespread.
Ignorance is often rooted in cultural stereotypes.
Stories that challenge norms can foster empathy and drive change.
“Ideology more destructive than communism”
President Andrzej Duda’s (Poland) - June 2021
Process
We conducted interviews, surveys, and market analysis to understand public sentiment. We developed user personas and tested story-driven concepts that promote empathy and understanding.
Key insights:
Relatable storytelling fosters connection.
Participatory experiences build a sense of ownership.
Multi-platform touchpoints ensure broader reach.
Key solutions
1-Constellation of Stories
Users explore an interactive constellation representing stories from LGBTQI+ individuals and allies.
2-Story Submission
Users can share their stories and “enlighten” a star.
3- Merchandise
Users can purchase personalized merchandise featuring their “enlightened star.”
Impact
The Be Proud EU campaign fostered a sense of community and empathy, challenging stereotypes through storytelling and engagement. “Be Proud of EU, NOW.” goes beyond a campaign—it’s a movement driving positive change across Europe.
Branding & Its Importance
The campaign’s visual identity, inspired by the EU flag and a constellation of stars, symbolizes unity and diversity. The bold and inclusive tone of voice differentiates the campaign by promoting active participation and pride.