COLLiDE Agency (on behalf of SHOWTIME and The Human Rights Campaign)
SHOWTIME and the Human Rights Campaign launched ‘Queer to Stay’ in 2020 in an effort to support and preserve businesses that serve the LGBTQ+ community with a focus on LGBTQ+ people of color, women and the transgender community. The campaign provided donations to 10 LGBTQ+ businesses from coast to coast. The initiative for our campaign in 2021 was to grow support.
The HRC commissioned several experienced mural artists to create original works. In partnership with the agency of record, we planned, purchased, coordinated placement and installation of hand-painted outdoor murals in key, well-trafficked locations in Los Angeles and New York City neighborhoods. These uniquely sized, multi-colored and engaging pieces also included a new crowdfunding feature to enable viewers to support the initiative through the end of the year.
The unique and colorful murals increased awareness and received added attention from online & broadcast news media. The campaign doubled its financial support to 20 businesses.