We Don’t Just Say Gay

The Body Shop

(Produced Work) 

When anti-2SLGBTQ+ lawmakers pass legislation dubbed “Don’t Say Gay” bills that limit classroom discussion around sexual orientation and gender identity in schools, The Body Shop doesn’t just say gay. They say it all for 2SLGBTQ+ youth. 


2023 Graphis Advertising Annual Silver

Press
Adweek, Marketing Dive, Glossy, Beauty Matter

Manifesto

 

TX and FL OOH

We weren’t just going to slap a rainbow on everything and take it all down on July 1st. The Body Shop wanted something that had meaning and made real change. Activism is in their roots. They care. They’ve been caring since the 70s.

To piss off unjust legislators and show support for those who need it the most, wild posters were strategically placed in Tampa, FL, and Dallas, TX, both places where “Don’t Say Gay” bills have been signed into law.

Within four days of launch, CTAs for the campaign had already garnered 134 letters to elected officials in the US to support the Equality Act and 56 signatures for the It Gets Better Canada pledge. 

Social 

The Body Shop stays true to its activist roots with its Act Stations in every store. During Pride, the stations said it all for 2SLGBTQ+ youth with We Don’t Just Say Gay merch, resources, and QR codes driving to the petition calling on Congress to pass The Equality Act.

In-Store Video

Homepage Takeover 

People got loud for 2SLGBTQ+ youth on the streets with We Don’t Just Say Gay totes, pins, and bandanas.