the body shop - pride month campaign

CHALLENGE

Every year, on June 1, thousands of companies switch out their normal logos for their rainbow Pride logos. And then, that’s it. They make no real effort to further support the 2SLGBTQ+ cause. It’s called “rainbow Washing.” Meanwhile, The Body Shop, as an activist brand since it was founded in the 1970s, was super-extra concerned that we make a real impact and do something meaningful to help support the 2SLGBTQ+ community.

SOLUTION

While other large corporations were slapping rainbows across their social media, we decided to go head-to-head with anti-2SLGBTQ+ politicians, establishing a physical presence on college campuses in Texas and Florida. Both are places where the “Don’t Say Gay Bills” have been signed into law or will likely soon be proposed. We demonstrated The Body Shop’s alliance and support as a company with 3,000 stores around the globe; posters plastered all over the campuses contained vibrant artwork that said it all for every single member of the 2SLGBTQ+ community and featured CTAs that encouraged youth to petition Congress to pass the Equality Act.

RESULTs

Within four days of launch, CTAs for “We Don’t Just Say Gay” had already garnered 134 letters to elected officials in the US to support the passage of the Equality Act. The press picked it up and said it all for 2SLGBTQ+ youth, too.